Why Language and Culture Are Non-Negotiable for Cheekbone Beauty

At Cheekbone Beauty, we’ve always believed that our brand is more than just the products—it’s the story. A story of resilience, identity, and the power of reclaiming what was once taken from us. While much of our work celebrates the beauty of our customers, it also honours the beauty of language and culture. This commitment has sparked incredible support but also critical feedback, particularly from within Indigenous communities. Today, I want to share why language and culture are woven into the very fabric of Cheekbone Beauty’s brand identity and how that reflects on my journey as an Indigenous entrepreneur.

A Personal Connection to Language and Culture

For me, the use of Anishinaabemowin in our branding is deeply personal. My grandmother survived Residential School, a system designed to erase Indigenous cultures, languages, and identities. Her language was stolen from her, but her spirit endured. By incorporating Anishinaabemowin into our product naming and campaigns, I honour her and the countless others who were told their languages and traditions had no place in this world.

Using Anishinaabemowin is my way of saying: our language matters. It’s powerful, beautiful, and deserves to exist and be celebrated.

The Criticism That Sparked Reflection

Recently, we posted an image on Facebook featuring a winter scene paired with the Anishinaabemowin word for “winter.” The photo included a tipi, which drew criticism from an individual who questioned its cultural accuracy. They argued that using a tipi perpetuated a pan-Indigenous narrative, misrepresenting the diverse experiences and histories of different Nations.

I understand their perspective. Historically, tipis were not used by my Nation. However, in contemporary settings—like powwows in my community—tipis are often present, symbolizing shared traditions and gatherings. I took that photo in Winnipeg during a visit and included the tipi as a reflection of my experience.

This feedback reminded me of the delicate balance I must maintain as an Indigenous brand founder: representing my own story while ensuring it doesn’t inadvertently overshadow or misrepresent other stories. It’s a responsibility that I take very seriously, and one that I’ll continue to navigate with care.

Why Language and Culture Matter in Business

Incorporating language and culture into Cheekbone Beauty is not just a marketing tactic. It’s a fundamental part of who we are. Here’s why:

1. Honouring Identity and Heritage

For Indigenous entrepreneurs like myself, language and culture are inseparable from our work. They’re a way to reclaim what was taken and to share it with the world. For global brands like Ferrari or IKEA, cultural identity is also a cornerstone. Ferrari’s Italian craftsmanship and IKEA’s Swedish simplicity are what makes these brands authentic and memorable. For Cheekbone Beauty, our Anishinaabe roots are central to our authenticity.

2. Connecting with Customers

When customers see their own stories, languages, or values reflected in a brand, it fosters a deep emotional connection. For example, IKEA’s use of Swedish words adds a sense of curiosity and authenticity. Similarly, Cheekbone Beauty’s integration of Anishinaabemowin creates a bridge between our heritage and our customers.

3. Challenging Stereotypes

Using language and culture thoughtfully allows us to challenge stereotypes and create space for nuanced conversations. While some might see the tipi in our photo as oversimplification, I see it as an opportunity to share the evolving story of Indigenous culture—one that’s both rooted in tradition and adapting to modern contexts.

4. Inspiring Dialogue

Every piece of feedback—positive or negative—is an invitation for dialogue. It reminds us of the diversity within Indigenous communities and the importance of listening, learning, and growing.

5. Building a Strong Brand Narrative

Language and culture give brands depth. Ferrari’s association with Italian luxury and Hyundai’s Korean innovation are not accidental; they’re intentional parts of their story. For Cheekbone Beauty, our Anishinaabe culture is our story. It’s what makes us unique and drives our mission to represent and celebrate Indigenous people.

Why This Matters for Speaking Engagements

As a speaker, I’ve shared Cheekbone Beauty’s journey with audiences across the globe. I have always made it clear that our brand represents my story, my family, and my community. My hope is that by sharing these experiences, I can inspire other entrepreneurs to embrace their heritage, even in the face of criticism.

If you’re looking for a speaker who can explore topics like Indigenous representation, cultural identity in business, or building a purpose-driven brand, I’d love to connect. I bring an authentic perspective that resonates with audiences, sparking meaningful conversations about reconciliation, representation, and the power of storytelling.

Language and Culture in the Broader Business Landscape

It’s not just Cheekbone Beauty. Businesses everywhere are finding that language and culture are essential to building meaningful connections:

• Global Reach: Brands localize their messaging to connect with diverse audiences.

• Differentiation: Cultural identity helps brands stand out in competitive markets.

• Storytelling: Incorporating heritage humanizes the brand – it adds depth and authenticity, making these brands memorable.

Conclusion

For Cheekbone Beauty, Indigenous language and culture is not optional but essential. It is a way to honour my grandmother, my community, and the generations who fought to keep their traditions alive. It challenges me to remain thoughtful and intentional in everything I do and reminds me that storytelling is one of the most powerful tools we have—as individuals, as brands, and as communities.

If this resonates with you, I invite you to join the conversation. Whether you’re building a brand, leading a team, or seeking inspiration, remember that your story matters. Share it unapologetically.

Miigwech (thank you) for reading.