Spotlight on Tribalure and its Founders.

Welcome to an interview with the founders of Tribalure, a visionary brand that intertwines the allure of beauty with a profound commitment to Indigenous communities. Tribalure's journey began over two decades ago when Founder and CEO, Angie (Lafontaine) Sarsons, embarked on a path fueled by her passion for the beauty industry. Teaming up with Denyse Nadon, whose expertise in Indigenous business and advocacy added depth to their shared vision, the duo set out to carve a space for Indigenous beauty in the market. Their journey took root in a meeting with the Hudson’s Bay company in Toronto, where they recognized the potential of an Indigenous beauty brand but faced the challenge of securing the necessary capital. Undeterred, Angie and Denyse continued their advocacy work for First Nations and Indigenous organizations while nurturing their dream of launching Tribalure. In 2022, their dedication bore fruit as they officially unveiled Tribalure Canada Inc., a testament to their unwavering commitment to Indigenous communities. The name 'Tribalure' itself embodies their deep love and respect for Indigenous tribes across Turtle Island, symbolizing the allure of these vibrant cultures. As they embark on this new chapter, Denyse's poignant tribute to her Aunt Josephine through the creation of the Red Feature Kit underscores their mission to honor the memory of missing and murdered Indigenous women and girls. Through their advocacy and cosmetic innovations, Angie and Denyse aim to create a legacy of sisterhood and empowerment, ensuring that the voices of MMIWG are never forgotten. Join us as we delve into the inspiring journey of Tribalure and explore the transformative power of beauty intertwined with social justice.

1. Can you tell us about your journey leading up to the foundation of
Tribalure?

Tribalure was a concept started over twenty years ago. Founder and CEO, Angie (Lafontaine) Sarsons always had an interest in the beauty industry. Her initial career started as a licensed hairstylist that soon developed into a passion for makeup artistry. She joined forces with Denyse Nadon, who not only shared a similar passion for hair and beauty but also worked as an Indigenous business lender and consultant. The duo’s first official meeting was with the Hudson’s Bay company in Toronto, ON. While they were very keen on the potential of carrying an Indigenous beauty brand, the founders lacked the capital necessary to launch into retail -seemingly ahead of their time. Angie & Denyse also worked together in the 1990's to rebuild an urban Aboriginal Health Centre in Timmins, Ontario and consequently pursued careers in senior level management positions. They have always devoted themselves to working with and for First Nations and Indigenous organizations in Canada. They both own their respective consulting and training companies: Collective Initiatives and Bear Vision and Associates. Fast forward to 2022, Angie and Denyse reaffirmed their commitment to building their Indigenous Beauty Brand and officially launched Tribalure Canada Inc. on September 7,
2022. They are often asked about the name of their company. Tribalure is made from two words ‘Tribal’ and ‘Allure’ signifying the ‘Allure of our Tribes”. The deep held love, commitment and passion for Indigenous communities and tribes across Turtle Island (North America). 

As a relaunch to Tribalure, Denyse was inspired to develop a red cosmetics kit that would hold deep symbolism. It would represent and honour the memory of her Aunt Josephine who was taken from her family and never received justice. This was an important step in Denyse’s healing journey. Angie was in full support, as her own aunt was murdered in a domestic violence situation. Denyse has been devoted to the advocacy of the Missing and Murdered Indigenous Women and Girls (MMIWG) movement for several years and also took part in the National Inquiry for MMIWG and the Calls to Action. Tribalure’s Red Feature Kit honours Auntie Josephine’s memory and extends to every other MMIWG so they will always be remembered. The Red Feature Kit also serves as a pledge of ‘Sisterhood’ - to do what we can within our circle of influence to change these outcomes and increase the respect and safety for women and girls everywhere.

2. Tribalure’s mission emphasizes creating inclusive beauty and skincare
products while embracing Indigenous heritage. How do you ensure that
these values are reflected in every aspect of your company’s operations?

​Indigenous core values are at the very foundation of our company. Tribalure embraces a governance model guided by the Seven Sacred Teachings (love, respect, bravery, honesty, humility and truth) . The eagle feather is an important symbol that reminds us of our sacred relationship with Creator and one another and how to conduct our communication through an open heart and open mind. We are guided by a higher purpose that inspires us when times get tough. Tribalure is a vehicle that allows us to build upon the core messages of inclusivity, interconnectedness,
wholistic beauty and self-empowerment.

Tribalure also has the potential to drive social change and enhancing the well-being of women. Our main areas of social impact include:

1) Education on self-worth, self-empowerment and inner-beauty.
2) Bringing awareness to the Missing and Murdered Indigenous Women & Girls (MMIWG).
3) Uplifting and supporting other women Indigenous businesses.

Our packaging, design and branding are a celebration of Indigenous art, culture, and heritage. We collaborate with Indigenous artists, designers and small businesses to create products that allow us to showcase the unique contributions of Indigenous cultures, whereby increasing Indigenous representation. Tribalure is dedicated to preserving the planet by creating and partnering with environmentally conscious companies and processes that harness the power of nature without harming it. Tribalure is proud to offer cosmetic and skincare products that are free
from parabens, sulfates, and alcohol. Additionally, our products are never tested on animals, reflecting our commitment to cruelty-free practices and the well-being of all living creatures.

3. You have mentioned that Blueberry is a vital part of your new product
line, can you tell us more about this?

​In November 2023, StitchCrew hosted a virtual Indigenous Beauty Bootcamp where six companies were selected as finalists to participate in a pitch competition. On November 9, 2023, BASF Canada hosted an in-person pitch event at Seneca Polytechnic in Toronto, ON., where Tribalure was awarded a Capstone Project, including the development and marketing campaign for a signature product of Tribalure’s choosing. Tribalure selected a Wild Blueberry Skincare Line that will feature four (4) products (a facial scrub/cleanser, a toner/spritzer, a facial cream and a glow serum). The project
begins on May 8, 2024, commencing with a traditional ceremony blessing the use of wild blueberries to be harvested from the ancestral and traditional lands of the Apitipi Anicinapek Nation, Treaty 9 (Denyse’s community). Tribalure understands that wild blueberries hold deep medicinal, nutritional, cultural, spiritual, and ancestral significance for Indigenous peoples in Canada, representing a vital aspect of Indigenous identity and relationship with the land. Wild blueberries are rich in nutrients and antioxidants and play a symbolic role in cultural practices, storytelling, and
legends. Tribalure wants to honour the significance of wild blueberries and build upon the collective sisterhood that ties us together as women striving for wholistic wellness and balance.

4. What challenges have you faced as an Indigenous entrepreneur in the
beauty industry, and how have you overcome them?

​Access to Capital
According to the ‘Report on Indigenous Women Entrepreneurship in Canada’ (National Aboriginal Capital Corporations Association, 2020), access to financing is the top challenge identified by Indigenous women entrepreneurs. It is hindered by eligibility criteria for equity investment, collateral, proven credit history, full-time involvement in the business and lack of micro-loans available. While Tribalure is not immune to this particular challenge, we have garnished the support of other women entrepreneurs that we call ‘Sister Investors’ who believed in our vision and have contributed to Tribalure obtaining a portion of our initial start-up funds. As we demonstrated momentum and sales, we
also gained the support of Indigenous led programs offering loans as well as banking institutions such as Bank of Montreal (BMO). Tribalure also participated in ‘Taking Steps in BC’ to bring voice to the challenges in hopes of supporting the substantial changes that are needed in Indigenous businesses, especially women-run businesses in Canada.

Lack of Resources and Infrastructure
Indigenous communities often lack the infrastructure and resources needed to support entrepreneurial endeavours, such as access to manufacturing facilities, distribution networks, and business support services. Overcoming this challenge has involved seeking partnerships with organizations or businesses that can provide support in areas where resources are lacking. Tribalure readily accesses technology and digital platforms such as e-commerce to help us overcome geographical barriers and reach a wider audiences. Systemic Racism, Discrimination, Cultural Appropriation leading to Lack of Trust Indigenous cultures have often been exploited and misrepresented in various industries, including the beauty industry. Indigenous entrepreneurs face challenges related to cultural appropriation, where their
traditional knowledge and practices are commodified without proper recognition or respect. Overcoming this challenge involves advocating for cultural authenticity, educating consumers about the cultural significance of products, and ensuring that Indigenous communities benefit from the commercialization of their cultural heritage. Indigenous entrepreneurs face stereotypes and prejudices that can impact their ability to build trust with customers and partners. Overcoming this challenge involves actively challenging stereotypes, demonstrating professionalism, and showcasing the quality and authenticity of products and services. Building strong relationships within the industry and community can also help overcome barriers and build trust over time.

Market Access and Visibility
Indigenous entrepreneurs in the beauty industry struggle to gain visibility and access mainstream markets dominated by larger companies. Overcoming this challenge involves strategic marketing efforts that highlight the unique value proposition of Indigenous-owned beauty brands, such as their commitment to sustainability, ethical sourcing, or cultural authenticity. Building partnerships with retailers, influencers, and media outlets can also help increase visibility and reach new customers. While Indigenous entrepreneurs in the beauty industry face unique challenges, there are also opportunities to leverage cultural heritage, innovation, and community support to build successful and sustainable businesses. Building networks, accessing resources, and staying true to cultural values can all contribute to
overcoming challenges and achieving success in the beauty industry.

5. Looking Ahead, what are your aspirations for Tribalure, both in terms of business growth and social impact?

​A prevailing issue lies in the glaring absence of authentic Indigenous representation within the beauty industry, a gap that fails to honour and showcase the richness and diversity of Indigenous cultures and their traditional beauty practices. At Tribalure, we champion the inclusive representation of Indigenous women in the beauty industry. Our commitment extends beyond products to fostering a diverse and empowering narrative that celebrates the unique beauty and cultural richness of Indigenous women. Through conscious product development, collaboration, and advocacy, Tribalure aims to break barriers, challenge stereotypes, and amplify the voices of Indigenous women. By promoting inclusivity, we aspire to contribute to a beauty industry that embraces and celebrates the beauty of every individual, reflecting the diversity and strength of Indigenous cultures. Tribalure is embarking on an exciting journey to expand its product offerings within Canada and the United States! We are committed to reaching new heights and serving even more communities with our exceptional products. Our expansion efforts will be facilitated through both online platforms and business-to-business (B2B) channels. By leveraging the power of digital technologies and forging strong partnerships with businesses, we aim to ensure seamless accessibility and unparalleled customer experiences for all. Tribalure is dedicated to making a positive impact by supporting the Missing and Murdered Indigenous Women and Girls (MMIWG) movement. Through our commitment to awareness, advocacy, and community engagement, we strive to amplify the voices of Indigenous communities affected by this crisis. By fostering inclusivity, empowerment, and cultural sensitivity, Tribalure aims to contribute to the healing process and drive meaningful change in addressing the systemic issues surrounding the MMIWG epidemic. Together, we stand in solidarity with Indigenous communities, working towards a future where every life is valued and protected."