What do you look for in a beauty brand? It’s a topic of conversation with answers that vary, depending on who you ask. As the beauty community grows, we’re seeing more Indigenous-owned beauty brands launch in hopes of creating a space where the Indigenous youth not only feel represented but seen. Inspired by their traditional garments and vibrant color patterns from their native upbringing, their culture is seen throughout these Indigenous-owned beauty brands’ packaging and formulations — infusing their products with both tradition and culture. 

These Indigenous beauty brand founders may have started their companies for different reasons, whether it be shade range inclusivity or an inspiring dream, but they all have a goal to create a community where Native Americans feel represented within the beauty space and can share traditions and rituals passed down from generation to generation. Another similarity is their objective to give back to their community while striving toward sustainability and inclusivity. 

Take Pardos Beauty’s Prados Promise, for example, committing money, time, and mentorship back into Indigenous communities across Turtle Island, the name commonly used to describe North America by Indigenous people. Sequoia Soaps, a body-care brand that is fully owned and operated by Indigenous women, formulates its products with locally-grown sweetgrass, cedar, and sage. Founder Michaelee Lazore says the ingredients are hard to come by, but adored them growing up in Akwesáhsne and Northern Paiute, Nevada. 

Below, we’ve curated a list of Indigenous-owned beauty brands combining makeup, skin care, and hair care with inspiring stories, cultural traditions, and bright color payoffs that you can’t help but check out for yourself. 

A version of this story originally appeared in the June/July 2022 issue of Allure. Learn how to subscribe here.

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