This June, Sephora Canada revealed its first-ever National Indigenous History Month Campaign, amplifying the voices of Indigenous Peoples in Canada. The next evolution of Sephora Canada’s We Belong to Something Beautiful brand platform, the campaign is rooted in celebrating diversity and highlighting local Canadian collaborators’ authentic untold stories.
The launch videos for this campaign feature Montreal-based proud Inuk throat singer, Shina Novalinga, and Winnipeg-based Nehinaw content creator and changemaker, Michelle Chubb.
“It’s important to change people’s views because we were always put down. We were always told what to do and what not to do. The message I want to send to the Indigenous youth is that you are capable of anything. Don’t let anyone take away your identity. You are beautiful.”
– Shina, proud Inuk throat singer.
“Representation is so important because you want to feel like you’re someone in the world. I try to make myself look powerful so the Native youth that are looking at me can look up to someone.”
– Michelle Chubb, Nehinaw content creator and changemaker.
Interview + Consultant: