Ah-Shí Beauty

The Beauty Behind Ah-Shí Beauty

by Kelly Hubbell-Hinton

Photo Courtesy of Ah-Shí Beauty © Matthew Livingston Photography

Ahsaki Baa LaFrance-Chachere (Diné (Navajo) & African American) has stamped the #dinenahiłiigirlmagic movement and is making waves in the beauty industry by infusing her unique Indigenous Black Girl Magic! This self-proclaimed Native boss babe is the founder of Ah-Shí Beauty - this is my beauty - the first Native American owned and operated luxury skincare and cosmetics line. In this edition of Indige-SLAY, we are thrilled to highlight Ahsaki who is bringing big sister energy to Indigenous Goddess Gang and to the beauty masses!

**About Ahsaki**

Ahsaki Baa LaFrance-Chachere is a proud Diné and African American woman, who grew up in Besh-be-toh, Arizona. Ahsahki shares that growing up she faced economic and social challenges because of her dark skin. Although the odds were against her, she used her culture and her upbringing as fuel to build her company and to showcase that to be Indigenous is a diverse and expansive experience. As the face of the brand, Ahsaki shares that she is always pushing the narrative to show the world that Indigenous beauty will be recognized and respected.
“I envision my business to be big enough to hire my people on the reservation and off. To help the next generation of young business women/men and help them pave their way. I hope to be one of their stepping stones to help them achieve their dreams and goals. My business represents not just myself but my culture and my people. My lifestyle I believe is unique in that I want to share it with the world. I am traditional, western/ranch, and a whole lot of luxury. From the moccasins on my feet, to the turquoise I wear everyday, and my hair bun that ties my whole outfit together. This is Me. Ah-Shi!”

Ah-Shí Beauty - This is My Beauty

Ah-Shí Beauty was founded in 2012 and is Indigenous and Black owned and operated. Products from the luxury skincare and cosmetic line are cruelty-free, hypoallergenic, non-comedogenic, and paraben-free. After six years of building the brand, Ah-Shí Beauty opened its first storefront in July of 2018 in Window Rock, AZ on the Diné Nation and also has a beauty studio and gift shop in Gallup, NM. For the first time in history, there is a beauty brand that operates proudly and successfully both in and near a tribal community.

Ah-Shi Beauty has everything a Goddess+ could need from cosmetics to skincare and a hair and body line coming soon. The Ah-Shí Beauty Skin Care line is botanical based and is “gentle, uncomplicated and extremely effective.” The cosmetics line uses the highest standard of pigments and ingredients that will make the color pop! I personally enjoyed watching the Ah-Shí Beauty Channel to see these products in all their glory!

www.ahshibeauty.com

Ah-shí beauty youtube channel

Ah-Shí Beauty in Action!

Earlier this fall, in the September 2020 issue of Harper’s Bazaar Magazine, Ah-Shí Beauty was featured in its Beauty Game Changers article which showcased brands that are reframing the conversation about representation in beauty. This moment is one that Ahsaki has been working towards to “decolonize the beauty industry, showing the beauty industry we are still here.”

We are excited to watch Ahsaki and her brand continue to elevate Indigenous and Black beauty and celebrate her personal success as a female entrepreneur who obviously puts so much care and thought into her products and messaging.

This care and impact has also made its way to the fashion runway! In the late summer, Ah-Shí Beauty lent its magic to the Diné fashion designer, Orlando Dugi. During the 2020 SWAIA Virtual Fashion Show, Orlandi Dugi showcased a beautiful and intricate cascade of custom designs. The models that flowed through the home where the show was filmed were adorned with flawlessly cool make-up - all executed immaculately by Ah-Shí Beauty. Here are some behind the scene images and check out info about the products at https://www.ahshibeauty.com/backstage: