NACE denies Diné-owned makeup line


Ahsaki Baa Lafrance-Chachere

Ahsaki Baa Lafrance-Chachere had a dream of selling her skincare and makeup line at Navajo Arts and Crafts Enterprise. Unfortunately, this won’t happen.

“I preach about supporting Native businesses, supporting each other and I can’t even get that on my own reservation,” she said. This was a devastating blow for a company that was created to uplift and support the Navajo people.

Part of the mission for Ah Shí Beauty is to show that people don’t have to fit Western beauty standards to feel or be beautiful. It’s important for Lafrance-Chachere that the models for her makeup line are Navajo to show young people they are beautiful too – especially since the makeup industry struggles with diversity.

She also wanted her Ah Shí Beauty products to be accessible to the Navajo people.

“Mostly all of my customers are from home,” Lafrance-Chachere said.

Last September she helped to organize the Navajo Nation Fashion Showcase during the fair. Many of her customers asked if her products would be available at NACE.

his is when Lafrance-Chachere began to contact NACE about selling her products in their stores.

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About The Author

Pauly Denetclaw

Pauly Denetclaw is Meadow People born for Towering House People. She was raised in Manuelito and Naschitti, New Mexico. She was the co-recipient of the Native American Journalist Association's 2016 Richard LaCourse Award for Investigative Reporting. Denetclaw is currently finishing her degree in multimedia journalism from the University of New Mexico - Main. Denetclaw covers a range of topics including genetic research, education, health, social justice issues and small businesses. She loves coffee, writing and being with her family. Follow her on Twitter and Instagram. Her handle is @pdineclah