In a beauty industry often dominated by mainstream trends, Indigenous-owned brands continue to push the boundaries, introducing products steeped in cultural heritage and native traditions. These brands blend ancient rituals with modern beauty standards, yet rarely receive the recognition they deserve for setting trends that others follow. However, their innovative approaches and dedication to cultural preservation have started to carve out much-needed space in the global beauty market.
In celebration of Indigenous Heritage Month, here are five remarkable Indigenous-owned beauty brands that are impacting the industry with authenticity, creativity, and tradition.
1. Prados Beauty
Founded by Cece Meadows in 2019, Prados Beauty is rooted in the heritage of the Piro-Manso-Tiwa peoples of Las Cruces, New Mexico. Meadows aims to amplify Indigenous voices by collaborating with other Indigenous artists, such as Lauren Good Day and Steven Paul Judd. Prados Beauty’s offerings span a variety of products, from vibrant eyeshadows and bold lashes to nourishing skincare. In addition to its main line of cosmetics, the brand also features an Indigenous marketplace where customers can find body care products, adding another layer of cultural pride to its brand identity.
2. Ah-Shí Beauty
Ah-Shí Beauty, meaning “This Is My Beauty,” is a history-making brand founded by Ahsaki Báá LaFrance-Chacher on the Navajo Nation Reserve. Known for its luxurious foundations, powders, and BB creams, the brand celebrates Indigenous beauty through high-quality cosmetics that embrace natural beauty. LaFrance-Chacher made waves when she partnered with Macy’s, becoming the first Native-owned brand to do so on the Navajo Reserve. Her commitment to sharing Navajo beauty rituals has helped Ah-Shí Beauty stand out as a pioneer in the industry.
3. Moskehtu Consulting
Moskehtu Consulting, founded by Chenae Bullock, is a unique beauty brand that offers more than just cosmetics. Bullock, a descendant of the Montauk tribe, started Moskehtu as a cultural and heritage preservation firm in 2019. Along with educational initiatives, the brand offers a beauty box filled with traditional herbal medicines aimed at promoting holistic health. The Moskehtu box contains remedies to support the respiratory system, boost immunity, and reduce stress, reflecting a deep connection to ancestral health and wellness.
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4. Cheekbone Beauty
Cheekbone Beauty is a manifestation of founder Jenn Harper’s dream of seeing young Indigenous girls adorned in lip gloss. Launched in 2015, Cheekbone Beauty’s first product, the Harmony Lip Gloss, quickly became a fan favorite. The brand has since expanded to include other beloved products like the Courage Cream Duo, a cheek and lip tint. Harper’s vision for Cheekbone Beauty is not just to create cosmetics but to inspire Indigenous youth and remind them of their beauty and potential.
5. Skwálwen Botanicals
Before the trend of green and clean beauty took over, Leigh Joseph, PhD—also known as Styawat—was already cultivating skincare solutions from the land. Her brand, Skwálwen Botanicals, is inspired by her deep ancestral connection to foraging and using plants for food, medicine, and skincare. Honoring the traditions of the Squamish people, Joseph’s products aim to balance, repair, and protect the skin using ingredients like wild rose, devil’s club, and yarrow. Skwálwen Botanicals stands as a testament to the power of Indigenous knowledge in skincare.
These five Indigenous-owned beauty brands are not just selling products; they are preserving culture, celebrating heritage, and reshaping the industry from withi
