7 locally owned beauty brands making a name for themselves in the beauty space


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 hoping to create a space where indigenous youth not only feel represented, but seen. Inspired by their traditional garments and vibrant color patterns from their indigenous upbringing, their culture is evident in the packaging and formulations of these indigenous beauty brands – bringing both heritage and culture to their products.

These founders of the indigenous beauty brands may have started their companies for different reasons, whether it’s a color palette or an inspirational dream, but they all have the goal of creating a community where Native Americans feel represented in beauty and traditions and Sharing rituals can be passed from generation to generation. Another commonality is their aim to give back to their community while striving for sustainability and inclusivity.

Take Pardos Beauty’s Prados Pledge, for example, which invests money, time and mentoring back into indigenous communities on Turtle Island, the name commonly used to describe North America by indigenous peoples. Sequoia Soaps, a personal care brand wholly owned and operated by Indigenous women, formulates its products with locally grown sweet grass, cedar and sage. Founder Michaelee Lazore says the ingredients are hard to come by, but she loved them growing up in Akwesáhsne and Northern Paiute, Nevada.

Below we’ve compiled a list of indigenously owned beauty brands that combine makeup, skincare and haircare with inspirational stories, cultural traditions and vibrant color payoffs that you can’t help but see for yourself.

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

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