Cheekbone Beauty Founder Jenn Harper Is Changing the Face of Cosmetics

The cosmetic industry is notoriously lacking representation — from the faces selling the products to the people at the top running the show. But Indigenous-owned and founded cosmetic brand Cheekbone Beauty has set out to change that. 

Following the vision of founder Jenn Harper, the company is reimagining the cosmetic landscape, infusing their products with raw ingredients, minimizing waste, giving back to the community, and creating space for Indigenous youth. 

As the first B Corp (a designation given to companies with strong social and environmental commitments) certified cosmetic collection to line Sephora's glitzy shelves, the brand is proving that beauty doesn't have to be at the expense of the environment. All at once, Cheekbone Beauty is making a difference in the lives of Indigenous youth through its ample donations and by placing Indigenous issues at the centre of its campaigns.

Most recently, the brand's Glossed Over campaign has taken aim at the scarcity of clean drinking water facing many Indigenous communities. With lipglosses labeled "Luscious Lead," "E. Coli Kiss," and "Mercury Shimmer," the campaign is a powerful indictment of Canada's ongoing water crisis across Indigenous communities. 

Ahead, the brand's founder, Jenn Harper, talks the inspiration behind the brand, keeping cosmetics out of landfills, and the Indigenous youth at the centre of the company's mission.

Cheekbone Beauty broke out onto the cosmetics scene 2 years ago with the launch of waste-less lipsticks. What inspired you to launch that inaugural line? 

I was never a makeup expert but always loved makeup. It’s my favorite form of self-care and got me through tough times. In 2015, I was still working in sales and marketing in the food industry; I had this life changing dream that planted a seed — not a metaphorical dream, a real dream.

In this dream, I saw little Native girls dancing, giggling, and exuding such genuine joy — and they were covered in lip gloss. I woke up and instantly wrote down what became my business plan.

I always say this, but the world didn’t need another lipstick brand. What the world did need, however, was more representation. I really wanted to create a brand that highlighted Indigenous faces and gave back to community.

I spent months researching manufacturers and learning about the business before we launched in 2016. Fast forward and it is clear that we are driven by passion.

In the time since, how has the brand evolved?

Since our initial launch, Cheekbone Beauty has expanded in ways that I could have only hoped for. Cheekbone Beauty was an e-commerce side-hustle that I started in my basement with only $500.

I went onto Dragon’s Den in 2019 in hopes of attaining $100,000 in funding with a 20% stake in the company to help expand the brand, but I had to turn down my offer from Vincenzo Guzzo as he wanted a 50% stake in the company at such a crucial part of the growth stage.

Following Dragon’s Den, we received funding from an Indigenous investment firm, Raven Indigenous Capital Partners, whose values and mission truly aligned with ours. We have upgraded from my basement to an office space, built our own in-house cosmetics lab, and hired a full-time chemist.

To speak to the sales aspect of the brand evolution, Cheekbone Beauty maintains an active e-commerce site. It can be found in Sephora Canada stores, both online and in 15 brick-and-mortar stores. With Sephora, we have launched two incredible campaigns: Right the Story and #GlossedOver.

With all of this success, giving back has remained part of the foundation of Cheekbone Beauty. To date, the brand has donated upwards of $150,000 to a variety of organizations. This has been done with the intention of helping Indigenous youth see and feel their value in the world. 

Sustainability is a core tenet of the brand. From product creation to packaging, how do you ensure that your cosmetics have minimal environmental impact? 

As I often say, Indigenous people are the OG’s of sustainability. While sustainability, protecting the environment, and social responsibility are big drivers in business, these are things we would have done regardless.

At Cheekbone Beauty, we began our sustainable journey after our first year in business when we started to see the negative impact of packaging and mass production. We've spent the last 3 years in research and have started to create products with the idea of using less.

To ensure our cosmetics have minimal environmental impact, we offer products that are safe, containing raw ingredients with ethical sourcing. As for our packaging, we use a lot of recyclable and biodegradable components, the packaging for our new Mattifying Moon Dust setting powder is a tin that can be reused.

However, our sustainability journey is never over, and we will continue to innovate and find new ways to make our products and packaging as sustainable and clean as possible. 

How are your brand’s products inspired by nature and your Anishinaabe roots?

The inspiration comes from Indigenous beliefs, other influential Indigenous people, as well as sustainability and giving back to the community. For example, all of our SUSTAIN lipsticks are named after the word for “land” in various Indigenous languages and our SUSTAIN liquid lipsticks are named after influential Indigenous peoples who are making big moves in the community.

The sustainable packaging, which can be recycled or reused, is inspired by low environmental impact which shows our promise to the land for generations to come.  

In reimagining cosmetics, an Indigenous worldview is also at the centre of everything Cheekbone Beauty does and creates. What does that mean to you?

We have incorporated Indigenous wisdom with Western science in the creation of our cosmetics, which in turn prioritizes people and planet. Our products are developed with sustainably sourced raw materials, reinforcing the Biinad Beauty Standards, which makes them safe for both people and planet. 

How is the brand making a difference in the lives of Indigenous youth?

Cheekbone Beauty is making a difference in the lives of Indigenous youth in a variety of ways. It starts with just simply having representation in the business and beauty space.

I started Cheekbone Beauty because I never wanted another Indigenous youth to feel the way that I did, which was essentially invisible in pop culture. Through our sustainability practices, we honor and practice the 7th Generation Principle, which comes from the Iroquois People, to not only leave enough for the next generation, but to leave enough for our children in the next seven generations.

At Cheekbone Beauty, we hope to be laying down a firm foundation so that our youth can see their potential in any avenues that they may choose to pursue. 

How does it feel to be the only certified B Corp cosmetic brand available at Sephora?

We are very proud being B Corp certified. The process was extremely lengthy and extensive, taking upwards of ten months to complete. We will also have to re-certify every 3 years.

B Corp follows through on the promises that they make in terms of financial contributions and social responsibility. We hope that other companies will take that step and join us in considering more environmentally friendly approaches to how they conduct their business.

It is important because it shows customers our commitment to the environment and employees whilst also building additional trust between the brand and the consumer. It all goes back to the 7 Grandfather Teachings of my Ojibwe culture.

You’re truly transforming the cosmetic industry ⁠— what’s next for the brand?

Over the next few years, we hope to expand Cheekbone Beauty into the global markets. The more our mission is broadcasted, the stronger the impact will be for Indigenous youth.