Jenn Harper, Retail Council Canada's 2025 Independent Independent Retail Ambassador of the Year on Taking Cheekbone Beauty from Startup Dream to Indigenous Beauty Revolution

In this episode, Jenn Harper, founder and CEO of Cheekbone Beauty Cosmetics and 2025 recipient of Retail Council Canada's Independent Retail Ambassador of the Year award, joins me on the mic. Our inspiring conversation explores Jenn's remarkable journey from food industry sales to building a nationally recognized Indigenous beauty brand now available in Sephora, Canada, and JCPenney.

Jenn's entrepreneurial story begins with a vivid dream in January 2015 featuring Indigenous girls covered in lip gloss, just months after she got sober from battling alcoholism. Her discovery of generational trauma stemming from her grandparents' residential school experience became the driving force behind creating a brand that could break cycles and build something meaningful for Indigenous communities.

The conversation reveals how personal tragedy - losing her brother BJ to suicide just before launching - nearly ended the venture but ultimately became the motivation to persevere through countless challenges. Jenn candidly discusses the mental resilience required for entrepreneurship, comparing the journey to Nike founder Phil Knight's struggles detailed in "Shoe Dog."

Cheekbone Beauty has carved out a unique position in the competitive cosmetics market by pioneering what Jenn calls "indigenous beauty" - products that are clean and safe for humans and genuinely sustainable for the planet. The brand eliminates harmful ingredients like dimethicone and isodiacaine that negatively impact aquatic ecosystems, directly connecting to Indigenous land stewardship values.

Jenn shares crucial insights about customer loyalty and product-market fit, revealing their impressive 55-65% customer return rate compared to the industry average of 30%. Their hero product, the UniFi complexion pencils, has revolutionized how customers think about the foundation by promoting natural skin visibility while providing beneficial skincare properties.

The discussion covers modern marketing realities for independent brands, with Jenn emphasizing that authentic user-generated content from real customers far outperforms expensive influencer campaigns. She details costly lessons learned from failed marketing initiatives in 2024, confirming that scrappy, organic marketing remains most effective for small brands.

Jenn positions artificial intelligence as essential for competitive survival while acknowledging environmental concerns that sustainable businesses must consider in their impact reporting. She views AI as potentially levelling the playing field initially, though she expects larger corporations to capitalize on these tools quickly.

The episode provides valuable advice for fellow entrepreneurs, with Jenn emphasizing speed and leveraging available tools while learning from mistakes quickly. Jenn's target demographic of 35-55-year-old women challenges assumptions about indigenous beauty brands, with Fair Shades being their top sellers.

This conversation offers inspiration and practical insights for independent retailers, beauty entrepreneurs, and anyone interested in building purpose-driven businesses that create positive community impact while achieving commercial success.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career. 

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.