We’ve Been Here. We are here. We Belong here.
A campaign that reclaimed beauty – by letting Indigenous voices define it on their own terms.
Tension
Mainstream media has long portrayed Indigenous women through a colonial lens – defined by stereotypes, trauma, and erasure – leaving little space for joy, complexity, or self-expression.
Truth
Indigenous people have shaped the culture, land, and identity of this country. They don’t just belong in the conversation – they should be leading it.
Solution
We created a platform for real representation, for their voices to be heard and truths to be told – we sent the message that all Indigenous communities can feel safe and welcome in our stores, our offices, the beauty community and on.
Role
Led creative direction across campaign, casting, and storytelling.
Collaborated with Indigenous consultants to ensure authentic representation.
Developed campaign concept and messaging framework from pitch to rollout.
Oversaw production, social execution, and in-store integration.
Results
📈 5.59% engagement rate (+2233%)
🔥 Top performing content of the year
👁 7.8M organic impressions
📰 28.5M earned media impressions (June)
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