Photo © Courtesy of Cheekbone Beauty
Cheekbone Beauty, Sephora Canada, and Sid Lee team up to raise awareness about the Indigenous water crisis in communities in Canada, donating sales to Water First
In recognition of Indigenous History Month, Indigenous-owned Cheekbone Beauty launches its #GlossedOver campaign. Created by the agency Sid Lee, the campaign features a line of unsellable lipgloss inspired by contaminated water – a crisis that remains present in over 30 Indigenous communities across Canada. In tandem, prestige beauty retailer Sephora Canada will donate all proceeds from the sale of Cheekbone Beauty products throughout June to Water First, a charitable organization supporting Indigenous communities to address the water crisis.
According to Water First, as of January 2022, approximately 94 (or about 1 in 6) First Nations communities in Canada don’t have access to clean water. These numbers include both short-term and long-term boil water advisories as well as do not consume advisories.
Contaminated Lipgloss: Would You Wear It?
With names like Lucious Lead, E.Coli Kiss, and Mercury Shimmer, the lipglosses featured in the campaign raise the question, “Would you put it to your lips?” While Cheekbone Beauty recognizes it’s unacceptable to sell contaminated products to the public, it demands to know why it’s acceptable for many Indigenous communities and their access to drinking water.
“It’s time to stop glossing over this issue,” said Jenn Harper, founder and CEO, Cheekbone Beauty. “Everyone should have access to clean, safe drinking water. That’s why #GlossedOver is so important: you wouldn’t put a contaminated gloss on your lips, so why should anyone put contaminated water to theirs?”
A Ripple Effect that Runs Deep
For the month of June, Sephora Canada will donate all proceeds from the sale of Cheekbone Beauty products to Water First.
The retailer’s partnership with Cheekbone Beauty began in 2021, when the beauty brand became part of Sephora Canada’s growing offering of BIPOC brands as part of the retailer’s commitment to the Fifteen Percent Pledge. Available on Sephora.ca as of September 2021, Cheekbone Beauty has since rolled out to select Sephora Canada stores across the country. Brand diversification, and Indigenous representation specifically, remain central to Sephora Canada’s Diversity & Inclusion efforts, alongside a commitment to ensuring all Canadians see themselves reflected at Sephora.
“As a purpose led organization, we have a responsibility to enable change and are humbled to support both Cheekbone’s Beauty’s brand journey, and the impactful work of Water First and the communities they support,” says Debbie McDowell, Director, Communications and Social Impact at Sephora Canada. “Addressing the water crisis for Indigenous communities in Canada is mission critical and this donation aligns with Sephora’s giving strategy of driving meaningful change and championing a more diverse, inclusive and empowered beauty community”.
“We are honoured to partner with Cheekbone Beauty, Sephora Canada, and Sid Lee,” says John Millar, Executive Director and Founder of Water First. “The #GlossedOver campaign will increase Water First’s ability to support communities from coast to coast to coast. Together, with Indigenous community partners, we will provide more young Indigenous adults with hands-on skills training to ensure sustainable access to safe, clean water – both now and for the future.”
Visit sephora.ca/cheekbone to shop Cheekbone Beauty and support Indigenous communities.
*Disclaimer: Applies to purchases of Cheekbone Beauty products made in Sephora Canada stores and on Sephora.ca between June 1, 2022, and June 30, 2022.