Tuesday, June 28, 2022
HomeBrandingModel Fights for Clear Water with Poisonous Lip Gloss

Model Fights for Clear Water with Poisonous Lip Gloss


Manufacturers aren’t solely injecting poison into fragrances to boost consciousness about a difficulty however they’re pouring poisonous substances into different cosmetics as properly. Such is the case of Cheekbone Magnificence — an Indigenous-owned Canadian cosmetics model — which, in recognition of Indigenous Historical past Month determined to place the water disaster Indigenous communities throughout Canada confront with on everyone’s lips.

Based on Water First, a charity that helps Indigenous communities to deal with water challenges, as of January 2022, round 94% of First Nations communities in Canada don’t have entry to wash water — numbers that embrace each short- and long-term boil water advisories in addition to don’t devour advisories. To assist change that, the model teamed up with Sid Lee company and, collectively, they designed the #GlossedOver marketing campaign, a line of lip gloss that no human being would consciously use due to the substances the merchandise comprise: lead, E. Coli, and mercury.

The initiative addresses the “Would you place it to your lips?” query to spotlight the truth that whereas the corporate admits that promoting poisoned merchandise to the general public is out of the query, individuals not getting access to clear water continues to be a actuality. As such, Cheekbone Magnificence needs to know why the shortage to wash water throughout Indigenous communities continues to be acceptable.

“It’s time to cease glossing over this concern,” explains Jenn Harper, Founder and CEO, Cheekbone Magnificence. “Everybody ought to have entry to wash, protected ingesting water. That’s why #GlossedOver is so vital: You wouldn’t put a contaminated gloss in your lips, so why ought to anybody put contaminated water on theirs?”

Whereas the Lucious Lead, E.Coli Kiss, and Mercury Shimmer make-up merchandise aren’t obtainable on the market, they do replicate the truth that all proceeds from the sale of Cheekbone Magnificence merchandise obtainable in Sephora Canada shops, offered all through June, will go to Water First group to assist it help its mission. The retailer’s collaboration with the beauty model began in 2021, when Cheekbone Magnificence turned a part of Sephora Canada’s rising providing of BIPOC manufacturers, as a part of Sephora’s dedication to the Fifteen % Pledge.



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