How Ah-Shí Beauty Founder Is Reclaiming Her Indigenous Heritage

Ten years ago, Ahsaki Baa LaFrance-Chachere launched Ah-Shí Beauty with the mission to reclaim her indigenous roots, countering the unconscionable exploitation and appropriation that has long plagued Native American cultures.

“Ah-Shí in Diné (Navajo) means ‘this is me, this is mine’,” says LaFrance-Chachere. “When you look in the mirror and say Ah-Shí Beauty, you are saying ‘this is my beauty.’ You set your own beauty standards. You hold that power,” she adds.

Ah-Shí Beauty is the first indigenous- and Black-owned prestige cosmetics company in the country. It’s also the first Native American-owned beauty brand to open a storefront in the U.S. This milestone is all the more impressive given that during her childhood on the reservation, the closest department store was a two-hour drive from her home.

“For decades, we never had a beauty brand that truly spoke to us or represented us, ” says LaFrance-Chachere. “I created Ah-Shí Beauty to help end cultural appropriation and embrace cultural appreciation,” she shares.

The brand offers a wide range of cruelty-free, hypoallergenic makeup and skincare essentials that incorporate LaFrance-Chachere’s Navajo heritage in an authentic, meaningful way.

All products are non-comedogenic and formulated without parabens.

The brand’s MVP is its cult-favorite Hi-Def Foundation—a transfer-proof, easy-to-build foundation that provides flexible coverage with a dewy finish.

In the age of rampant capitalization, Ah-Shí Beauty walks the fine line between respectful representation and tokenism, deliberately sharing only enough and not giving too much to keep the industry from exploiting indigenous culture any more than they already have.

“We all have a responsibility to protect our culture and help it move forward respectfully, correctly and authentically,” says LaFrance-Chachere.

“You don’t have to perform or be extra ‘Native’ to please the industry. You can be your authentic self and still hold your weight in any room you step into,” adds the Native Business Owner of the Year (2021) awardee.

From navigating limited resources and lack of infrastructure to scarce funding and systemic discrimination, creating and expanding her beauty business as a Native American female entrepreneur was no easy feat for LaFrance-Chachere.

The complex and inconsistent regulatory environment also poses a significant challenge for Native American entrepreneurs like LaFrance-Chachere. This can include running into issues related to licensing, taxation, compliance, etc.—which can be difficult to tackle without the right resources and support.

Given tribal government varies greatly among reservations and tribes, potential entrepreneurs often don’t have clarity about what is expected of them, states the Kauffman Foundation, a U.S.-based non-profit that focuses on education and entrepreneurship. Meanwhile, investors, who can’t predict the regulatory environment in which they are investing, can find reservations to be a risky investment, it adds.

“Keeping my Hózhó and my brand’s Hózhó is extremely hard in this industry,” says LaFrance-Chachere. Hózhó is a wellness philosophy and belief system of the Diné (Navajo) people that emphasizes balance and harmony.

“I keep reminding myself why I started this company,” she says. “The ultimate goal is to help turn our red economy into a strong, striving green one,” she adds.

The brand is helping create economic opportunities within the community through its storefront in Window Rock and a multi-purpose studio in Gallup that serves as a content studio, distribution center, gift shop and showroom.

For aspiring indigenous entrepreneurs who want to create an impactful business while honoring their heritage, her advice is clear: “Never underestimate your ability to turn your dreams and goals into reality.”

“Build with purpose, pray throughout the process and hold on tight to your culture, stories, teachings and language,” she advises. “The only person that can stop you is yourself,” she adds.