On Black Friday, ditch the guilt and secure your stocking stuffers with an episode that honors the environment and Indigenous peoples. As anyone knows, makeup is a deeply personal endeavor. How we see ourselves, matters.

The story of where our makeup comes from should matter too. Big makeup companies try to engineer representation and empowerment, using glitzy television ads with trendy pop songs and social media campaigns with catchy slogans. But consumers know authenticity when they see it.

Cheekbone Beauty is an Indigenous-owned and founded, digitally native, Canadian cosmetics company established in 2016 by Jennifer Harper. Cheekbone Beauty creates high quality, cruelty-free beauty products such as liquid lipsticks and complexion products including contour and highlight palettes. More importantly, Cheekbone Beauty helps Indigenous youth feel represented and seen in the beauty community.

Jenn’s story, however, is about so much more than makeup. I connected with Jenn’s story on a personal level. I can relate to Jenn’s struggle with her Native roots as well as coming to terms with the generational trauma caused by having a relative go through the Indian residential school system.

How we see ourselves reflected in society matters. Growing up, all I wanted was someone like Jenn, who could relate to what I was feeling, could show me that it was OK to be myself, and could be a role model for success as a professional.

Jenn’s connection to her Native identity is the driving force behind her commitment to making a sustainable product in an industry that is notoriously unsustainable. — Jessica Miles