Today we’d like to introduce you to Ahsaki Chachere.
Ahsaki, please share your story with us. How did you get to where you are today?
The Beauty World does not know me yet, but soon they will. Ya’ateeh! Hello! My name is Ahsaki Baa LaFrance-Chachere, CEO/Founder of Ah-Shi Beauty the First Native American Owned and Operated Luxury Skincare and Cosmetics Brand in the country. Who knew a little girl who grew up on the Navajo Reservation located in Northeastern Arizona with no makeup stores in reach would build the next timeless iconic beauty brand in the world. I am a proud enrolled Dine (Navajo) tribal member and African American woman. I am proud of my reservation and even with all odds against me and facing social challenges as a Dark Skinned Native American. Gave me more reasons to build Ah-Shi Beauty. I have the power and responsibility to show the world an untapped community of people who balance two or multiple cultures at the same time. I get to show the world that we as Native Americans/Indigenous People are diverse and we do not all look the cookie-cutter look the media created.
Ah-Shi in Navajo means This is me, this is mine. Ah-Shi Beauty – This is my beauty! When you look yourself in the mirror you do not see the brand. You see yourself. We all take a moment to look ourselves in the mirror and it is my responsibility as a brand to make sure my customers see themselves. They empower and continue to love the skin they are in. No more trying to fit the beauty standards. We set the beauty standard. All Ah-Shi Beauty does is help enhance your natural beauty. For the first time in history, we have a beauty brand that proudly operates on and off a tribal reservation. Not only will my tribe the Navajos but other tribes across the country can relate to Ah-Shi Beauty. As the face of the brand and pushing the narrative to show the world we are here and our Indigenous Beauty will be recognized and respected. We now have a space in the Beauty Industry.
Ah-Shi Beauty was founded in 2012 and publicly launched on July 4, 2018. Like many beauty brands, the amount of time in research and product production is very important. I couldn’t just launch when I had one product ready, I want to make sure when I launch Ah-Shi Beauty we are a complete Beauty Brand and room to still grow. Our Skincare line is 98% botanical base. Our product line is gentle yet effective. Life is already complicated and my goal is to make sure our products are uncomplicated and easy to use. You will see results and feel the amazing products instantly. Our Cosmetics line is my baby, we pride ourselves by only sourcing the top ingredients and pigments in our 300+ product items. We specialize in our indigenous complexion, so far, we have 35 foundation shades and still creating more. Now my people do not have to purchase two foundation shades or settle for a foundation that is close enough. They now have a perfect foundation. As a beauty brand, we have products for all skin types and complexion shades. I am a beauty brand that so happens to be Navajo and African American.
December 21, 2019, we opened the Ah-Shi Beauty Studio in Gallup, New Mexico. Like all major beauty brands, we have our Beauty Studio as well. We have a multimedia set, official showroom, gift shop, and main distribution center. March 07, 2020, once again we made history to open the First Native American Beauty Brand Storefront in the Country in Window Rock, Arizona. Ah-Shi Beauty officially operates on and off the Navajo Nation like I plan it to be. Why? So, I can create jobs for my people and eventually expand to Houston, LA, and New York City. I have so many dreams and goals for Ah-Shi Beauty. I am now running on momentum, breaking barriers, and pulling off red tape all came to a STOP! COVID-19 came in full swing and put everything on hold.
Unfortunately, I had to temporarily close my two locations. Just when I got two locations moving and business going well. It hurt me more than anything to close my locations I worked so hard to open. But I could not put my staff and customers’ health and wellbeing at risk. Like most brands that have a storefront, we are now back online. However, I offer virtual appointments with customers to help color match them and talk about products. Just like we would do in my stores, now we are talking through zoom, Instagram video chat, Facebook video chat, and google video chat. I send free foundation samples so they can select the best shade in the comfort of their homes. Yes, sales dropped, and luckily, we have technology so I am keeping afloat. We ship all online orders on Monday and Fridays, because of the Navajo Nation Curfew and our Stay at Home Order still in effect.
Everything is different, on the Navajo reservation we have a weekday curfew from 5 am-8 pm and a 57hr curfew starting Friday 8 pm to Monday at five are. Like we all saw on the news and how badly my reservation was affected, this is true and it is not a joke. The news is not over exaggerating our situation. The Navajo Reservation is as big as West Virginia. Our hospitals are not equipped for COVID-19 or anything pandemic. We do not have the luxury of driving five minutes to a local Walmart or grocery store. My family and others travel an average of an hour or more to get to a grocery store. The closest Walmart is in our border towns that are a good hour or more away from our homes. The amount of traveling to a gallon of milk, a loaf of bread or eggs is a true mission. The world now sees not every home has running water and electricity. It is not as easy as people think to set up water lines and electricity; everyone lives in rural areas. This project will be very expensive and this process has to be approved first by departments to put this in action. We cannot just drill a well because people need to understand our reservation is trusted land from the federal government. We do not have any legal rights to our land. We will never own our land. That alone puts everything on hold. My people do not have money to run their water lines and power lines. Even if they could most of my people move off the reservation to build a better life for themselves and family. Because with our educational backgrounds we work hard for we hit another wall, there are not enough jobs on the reservation. So that is where I come in, I believe the only way my people can overcome this is to create opportunities. Job opportunities on and off the reservation, I need a serious team and my people are talented.
I am building Ah-Shi Beauty to help my people! Allow my people to provide for their families. It is more than selling makeup and skincare products. This is my way to give back and help improve the economy on my reservation. There is only so much the Navajo Nation government can do for us. There is only so much the Federal government can do for us. I know as a business owner I have more control to use my resources to make a serious impact on my reservation and others across the country. One day I will make this a reality. I am a strong believer in manifesting your dreams and goals. Ah-Shi Beauty was a vision that I wrote down and became a goal and now it is here growing to be Iconic. As a survivor of Ovarian Cancer, Businesswomen, and wife I must continue to build Ah-Shi Beauty into the next Timeless Iconic Beauty Brand in the world.
Has it been a smooth road?
I wish I can say it has been smooth sailing but it wasn’t and to this day I still hit a few bumps and make detours to the road to success. As a small beauty brand entering the Multibillion Dollar Industry I am already up against major brands. Brands who are in the industry for decades and lead the way, so how do I stand apart from them. I know I do not have the funds for a major brand marketing so I can make a major splash like them. So, I know the only way is to be myself and my story will move my brand forward. My products will speak for themselves; I am positioning Ah-Shi Beauty to become the next Timeless Iconic Beauty Brand in the world.
We’d love to hear more about your business.
Founded in 2012, Ah-Shí Beauty is the First Native American owned and operated Luxury Skincare and Cosmetic Line. After six years building Ah-Shí Beauty full Skincare and Cosmetics Line; July 2018 Ah-Shí Beauty opened up for business. Decolonizing the Beauty Industry, showing the beauty industry we are still here. The Beauty Industry will recognize and respect our Indigenous Beauty!
Ah-Shí Beauty Cosmetics specializes in high quality products with an extensive color selection. We pride ourselves in using only the very highest standards of pigments and ingredients.
Ah-Shí Beauty Skin Care presents our botanical based skincare line. Gentle, uncomplicated and extremely effective. Our cleanser gently cleanses. Our moisturizers really moisturize. Not too heavy, not to light. 98% Botanical.
Ah-Shi Beauty is the First Native American Beauty Brand in the country to open not one but two physical locations. Ah-Shi Beauty expanding into Houston, with two satellite offices in Houston and soon to open the next Ah-Shi Beauty Studio here in the Great city of Houston.
Is our city a good place to do what you do?
Defiantly, Houston is my second home. My husband is from Houston and living here since 2012 Houston is a part of me now. I have family and great friends here; it would only be right I open the next Ah-Shi Beauty Studios. What I love about Houston is how diverse the city is. Only thing missing is a touch of Native American culture. We as the Indigenous People of this country we are here in the city little do you know. So, with my brand the City of Houston will learn about my tribe and the south gulf coast Native American territories in the area. We are still here! I highly recommend businesses to open here in Houston. There is enough room for everyone to grow and become successful. Houston is a big city with a small-town vibe.
Pricing:
- Skincare rang from $36 on up
- Cosmetics rang from $20 and up
- Makeup Services rang from $35 on up
Contact Info:
- Address: HQ 407 W Coal Ave, Gallup, NM 87301
Houston – Ah-Shi Beauty TBA - Website: www.ahshibeauty.com
- Email: info@ahshibeauty.com
- Instagram: @ahshibeauty
- Facebook: Ah-Shi Beauty
- Twitter: @ahshibeauty
Image Credit:
Photographer: Stephanie Quates, Felix Earle, Alray Nelson
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