The report demonstrates learnings from the roundtable discussion that took place between 200 attendees.

As June is National Indigenous History Month, the Native Women’s Association of Canada (NWAC), in partnership with Sephora Canada, released a new report outlining findings from a first-of-its-kind roundtable conversation about Indigenous beauty that took place in October 2021.

The report and its findings

The roundtable discussion was held in October of last year. It resulted in a historic conversation in support of decolonizing beauty standards and uplifting Indigenous women and gender-diverse people within the beauty industry.

The report showcases learnings from the dialogue that took place between 200 roundtable attendees, which consisted of a mix of youth and Elders, First Nations, Métis, Inuit, Afro-Indigenous, and 2SLGBTQQIA+ people. As a result, the findings centered on how a more inclusive, equitable, and representative beauty industry that reflects the true diversity of Indigenous communities across Canada can be fostered.

“Colonial beauty standards are still prominent in the media,” says Lynne Groulx, NWAC CEO. “This is why NWAC is determined to change the narrative – uplifting the diversity and beauty of Indigenous languages, cultures, and identities. Fostering a more inclusive community where healing and expression of individual experiences is embraced is so important. It was truly inspiring to hear from the participants of this national roundtable.”


During the roundtable, multiple perspectives and experiences were shared and heard among attendees. In this regard, three conclusive, core recommendations were determined for how to authentically represent Indigenous beauty in mainstream media, moving forward.

These recommendations include:

  • Representation of Indigenous beauty must encompass the diversity of Indigenous cultures and experiences
  • We must see Indigenous beauty, in all its beauty respected and honoured
  • We must see increased representation of beauty in the media

NWAC and Sephora Canada partnership

Indigenous representation remains central to Sephora Canada’s Diversity & Inclusion efforts, followed by a commitment to ensuring all Canadians see themselves reflected at Sephora.

As a result, Sephora will continue to work with NWAC to ensure these recommendations remain top of mind to inspire and foster a more inclusive beauty community for consumers, employees, and the communities they serve.

In honour of National Indigenous History Month, NWAC is also Sephora Canada’s June Charity Rewards partner. To help support, clients are invited to redeem their Beauty Insider points in exchange for a donation to help the Native Women’s Association of Canada, with Sephora Canada also matching all donations*.

*Donations will be matched up to $25,000.

Published by HOLR Magazine.