Cheekbone Beauty: Right The Story

Cheekbone Beauty launches 'Right the Story,' an act to reclaim the narrative surrounding Indigenous peoples in the media. In collaboration with creative agency Sid Lee, this campaign challenges stereotypes and underrepresentation by amplifying the voices of unsung Indigenous heroes. As the main symbol of 'Right the Story', Cheekbone will launch limited edition packaging for the shade Aki red in-stores at Sephora--donating a portion of each sale to support Indigenous youth education. As the first-ever winner of the ICA’s (Institute of Communication Agencies) IDEA competition (Inclusivity, Diversity, and Equity in Advertising), Cheekbone Beauty was able to put the one million dollars’ worth of Bell Media towards national, mainstream representation for Indigenous peoples. This was further supported by Sephora Canada, who funded both the production and will carry the ‘Right the Story’ lipstick in 8 flagship stores across Canada.