Michelle Chubb on the Importance of Diversity in Beauty Marketing

If you aren’t following her already, Michelle Chubb, also known as @indigenous_baddie, is a remarkable Indigenous social media influencer hailing from the Swampy Cree community. Her journey to popularity has been nothing short of inspiring, and her previous feature in Sephora's Indigenous History Month ad campaign has solidified her status as a trailblazer in the beauty industry.

In this interview, Michelle shares her valuable insights on the importance of diversity in the beauty industry. As an advocate for representation and cultural pride, she challenges conventional beauty standards and empowers others through her TikTok and Instagram accounts. Join us as we delve into Michelle’s journey, her experiences as an Indigenous creator in the beauty space and her pursuit to redefine beauty for all who follow her.

1. As an Indigenous creator, how do you believe your platform contributes to increasing diversity in the beauty industry?

”It opens up Indigenous beauty around Turtle Island that not a lot of people have seen because of the stereotype of Natives being extinct. With my platform, I’m able to share what we as Indigenous people have to offer. We are a lot more than the stereotypes that are placed onto us. I'm really happy that the beauty industry is finally opening up to hearing our voices & showcasing us how we should be, the real Indigenous peoples across Turtle Island—not just portrayed as Matoaka aka Pocahontas.”

2. In your opinion, why is it important for the beauty industry to embrace and celebrate diversity?

”It’s important to show others there are other people in the world that have incredible beauty, and to uplift the younger generations so they have confidence in themselves and what they do. I remember myself not having much confidence because of the beauty standards growing up. I was sacred to let others know about my culture and to be seen as different. I didn’t want to get bullied in that way. It’s common even today, if you don’t look a certain way, you are seen as different and feel out of place like an outcast. We need to have that diversity so no one feels alone.”

3. What unique perspectives or cultural elements do you bring to the beauty industry as an Indigenous creator?

”I’m Swampy Cree, so us as Cree people love to show our pride by growing our hair, braiding our hair, beaded jewellery, ribbon skirts, we show our solidarity with the Ukrainian people with what we call Kokum scarves, and we dance in our regalia at powwows. It’s really amazing because that’s just Cree people—there are a lot more diverse tribes around Turtle Island that are unique but also share similar aspects.”

4. In your opinion, how can the beauty industry better incorporate and highlight Indigenous beauty practices and traditions?

”The beauty industry needs to listen to Indigenous voices instead of people trying to speak for us who are not Indigenous. They don’t know how we live or what we’ve been through. I’m tired of non-Indigenous people trying to create a narrative that fits their agenda. It’s important to decolonize and in doing that, listen to us.”

5. Have you faced any specific challenges as an Indigenous creator working in the beauty industry?

”I face many, especially the trolls or racist people out there. It sucks that we get that kind of hate, but we understand where the hate stems from. It all ties back to older generations that have outed beliefs that have been passed down to younger generations. That needs to stop, we are not your stereotypes. That’s why it’s so important to us Indigenous people around Turtle Island to decolonize.”

6. You were featured in Sephora's first Indigenous History Month ad campaign. Do you believe this campaign points the beauty industry in the right direction?

”Yeah, I’m super honoured and humbled I was chosen to be one of the models with my Inuk friend Shina Nova. It was a really big step to showcase the beauty we have. After that, I noticed a big change in the industry. Companies are starting to incorporate Indigenous people in advertisements, but I think the next step is to invite Indigenous people to the table so we have a say in the topics discussed.”

Through her undeniable ambition, Michelle Chubb continues to inspire individuals to embrace their unique beauty, celebrate diversity and honour the cultural heritage of Indigenous communities.

Michelle’s voice and presence in the beauty industry serve as a powerful reminder that beauty knows no boundaries and that inclusivity is the key to a more powerful and authentic industry.

With Michelle leading the way, we are confident that the beauty industry is awakening day by day to the transformative power of diversity, and together, we can strive for a future where all beauty is celebrated.

Interviewed by Sydney Vardja, Editor of Marketing News Canada.