Every culture has its distinct beauty philosophy, practices, and traditions, but some are more well-known than others. Koreans are renowned for their advanced skincare products and routines; the Middle East is celebrated for its rich tradition of fragrance; and India is famed for its thick, lustrous hair. Indigenous beauty, however, isn’t as widely recognized or defined, but a new wave of Indigenous beauty founders is working to change that.Jenn Harper, founder of Cheekbone Beauty; Leigh Joseph, founder of Sḵwálwen Botanicals; Vanessa Marshall, founder of Jack59; and Patrice Mousseau, founder of Satya Organic have come together to establish the Indigenous Beauty Collective—a cooperative of Indigenous beauty brands dedicated to raising awareness of Indigenous beauty and advocating for greater representation on store shelves.Unlike other cultures that are centered around geographic regions, Indigenous communities are very diverse and can be found around the world. However, many Indigenous peoples overwhelmingly embrace the same essential virtues when it comes to protecting the environment. Their respect for nature and stewardship crosses imaginary land borders and oceans and can be found in nearly every Indigenous territory worldwide. This, Harper says, is what she hopes Indigenous beauty will become known for.“If people hear the word Indigenous beauty, I want them automatically to understand that any brands that fall into that space are focused on sustainability,” she tells BeautyMatter. “They are the ones who have the responsibility of being keepers of the land, which is a fundamental aspect of our cultural teachings.