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Redefining beauty myths with female-owned indigenous and sustainable brands

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Ruth Ann Thorn
 
Indigenous beauty—it’s not a trend or marketing strategy. There are no viral TikTok videos (yet), nor is it a lucky accident of random ingredients stirred in a kitchen sink. Indigenous beauty is a philosophy, an ethos that honours the wisdom of native healing and the inherent beauty within us. It’s not about camouflaging signs of ageing, but rather a recipe for healthy and radiant skin throughout the life cycle, rather than a mask that hides what nature has bestowed.

Ruth-Ann Thorn is the founder of N8iV Beauty, a skin care brand devoted to the art and practice of indigenous rituals passed down through generations of the Rincon Band of Luiseño–Payómkawichum Indians of Southern California. From her ancestors, Thorn was taught to embrace the gift of Mother Nature to enhance and bring balance to the spirit. Her brand N9iV infuses the potent acorn plant (kwiila) used by her tribe’s elders to restore radiance and regeneration to skin and hair. ‘Indigenous beauty encompasses the ancient wisdom and practices of our ancestors, celebrating the unique connection between individuals and the natural world around them,’ Thorn explains. ‘It is a philosophy that embraces the idea that every living being, including humans, is one-of-a-kind and holds intrinsic value. This perspective contrasts with the conventional beauty standards that often promote uniformity and conformity.’

As to why consumers are discovering and finding connection with native brands, Thorn believes it is our innate desire to connect with nature and find meaning beyond the superficial. ‘By embracing nature’s gifts and recognizing human beings as an integral part of the ecosystem, consumers find solace in the authenticity and effectiveness of indigenous beauty principles,’ says Thorn. ‘In a world saturated with filters, social media, and rigid beauty ideals, many individuals are feeling disconnected and inadequate. The concept of indigenous beauty offers a refreshing alternative by encouraging people to reconnect with the roots of the planet and ancient wisdom that transcends cultural boundaries.’
 
N8iV Beauty products
 

Thorn created N8iV to bring this philosophy and knowledge to everyday consumers. N8iV products harness the power of natural ingredients, with acorn oil as its core ingredient, known for its skin-healing properties. N8iV utilizes a variety of plant medicines, including cactus varietals, seaweeds rich in iodine, and yupon with natural caffeine to combat inflammation. The efficacy of N8iV lies in its healing properties and alignment with the body’s natural balance. These ingredients are carefully selected to work synergistically with the body, promoting skin health and vitality while drawing from the ancient wisdom of native practices.

N8iV is one of an emerging group of meticulously crafted and woman-owned beauty brands that translate ancient healing into modern elixirs that fulfil our search for connection with nature and more holistic experiences.
 
Infuse
 

Infuse: entrenched in the belief that age is not a barrier, but an opportunity to celebrate the joys of life, Infuse Skincare embraces the healing remedies of South American yerba mate to meet the needs of maturing skin. Infused with a formidable brew of plants and botanicals perfected by centuries of knowledge into modern healing remedies, Infuse products are formulated with a precise blend of ancient wisdom and the power of cutting-edge science with active ingredients from culture-inspired rituals to nourish skin.
 
Oil Divine
 

Oil Divine: guided by an unwavering commitment to “do good, feel good, look great”, Oil Divine empowers consumers with products that elevate confidence and conscience. Each Oil Divine product exudes an unparalleled essence, designed to nourish and heal. With each application, you are transported to a realm of sensory bliss, while knowing that your choice supports a healthier planet. Hand-picked for a guilt-free glow, Oil Divine is where beauty and sustainability unite for a luminous future with the world’s most precious and rare oils sourced from around the globe.
 

 

Cheekbone Beauty: one of the first indigenous-owned and founded colour cosmetics companies. After reconnecting with her indigenous roots and learning about the effects of residential schools from her grandmother, founder Jenn Harper set off on her mission to build Cheekbone Beauty and to create a space in the beauty industry where everyone, including indigenous people, feel represented and seen. Cheekbone Beauty products are sustainable, vegan, and cruelty-free from formulation to packaging, using only what’s needed to minimize environmental degradation and maximize visual impact. As part of the Cheekbone Beauty Scholarship Fund, every year a new limited product is released with 100 per cent of all profits going towards providing indigenous students an opportunity to soar higher in their post-secondary education journey.
 
Prados eyeshadow matriarch
 

Prados Beauty: founder Cece Meadows is a proud Xicana and Indigena (Yoeme) who works to bring awareness, amplification and collaboration with other native and indigenous artists through cosmetics. Prados Beauty was launched in 2019 and has gone on to win awards and recognition. Prados sustainably produces high-quality cosmetics, make-up brushes, lashes, and more, all at an affordable price. As part of their commitment to community, Prados has established the Prados Promise, to help native communities and those in need throughout Turtle Island. In addition to donating a portion of proceeds to native communities in need, they do charitable work in these communities and support other native entrepreneurs.


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