Leaders from Grassy Narrows First Nation, Neskantaga First Nation, and Cowichan Tribes of Vancouver Island collected real water samples from their communities and sent them to Cheekbone’s cosmetic labs to be processed into 50 tubes. The tubes were then packaged into premium boxes supplied by an Indigenous vendor and designed by our artisans.
For the duration of Indigenous History Month, unsuspecting beauty influencers and politicians received the polluted lip glosses on their doorsteps. Cheekbone also partnered with Sephora Canada, who featured the sets at select Canadian stores, garnering attention from publications like Elle, The Toronto Star, CBC Radio One, CTV, Global News and more, and hit 36 million organic impressions on social media.
Every dollar of Cheekbone Beauty’s sales at Sephora for the duration of June 2022 went to Water First, an NGO that addresses water challenges in Indigenous communities through education, training, and meaningful collaboration. Glossed Over raised over $45,000 for clean water in Canada. This money was subsequently used by Water First to train over 400 Indigenous youth to become certified water treatment plant operators, allowing them to begin to take matters into their own hands and correct this issue that has been ignored for so long.
