# Indigenous-Supporting Cosmetics Brands Cheekbone Beauty Drives its Loyalty Program with Good Deeds By Colin Smith | Published 2023-08-14 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/warrior-rewards References: [cheekbonebeauty](https://www.cheekbonebeauty.com/pages/about)  [Cheekbone Beauty](https://www.trendhunter.com/trends/healing-lip-oil), a St. Catherines, Ontario-based cosmetics brand known for its high-quality, cruelty-free products, has a unique way of driving customer loyalty for its brand. In addition to using a point-based system for consumer rewards through its 'Warrior Rewards' system, the company also offers additional charity-related benefits based on spending milestones. As part of Cheekbone Beauty's mission statement, the company aims to support [Indigenous communities and organizations](https://www.trendhunter.com/trends/ravensong) that support Indigenous communities. Cheekbone Beauty outlines that it prioritizes making a difference in the lives of Indigenous youth through donations, charities, educational ventures, and overall inclusive actions. Cheekbone Beauty's outspoken support of indigenous communities and people is a form of [mission-driven loyalty](https://www.trendhunter.com/trends/community-to-the-people). Aside from offering rewards related to its point-based redemption system, the company drives loyalty by attracting new customers that believe in its values and its cause, and want to contribute to this positive mission. Image Credit: Cheekbone Beauty ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 24% | Activity: 43% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What's Driving This Trend - **Mission-driven Loyalty:** The trend of mission-driven loyalty is seen in cosmetics brands like Cheekbone Beauty, which drive customer loyalty by aligning with a social cause. - **Charity-related Benefits:** Cosmetics brands are offering charity-related benefits based on spending milestones, as demonstrated by Cheekbone Beauty. - **Indigenous Community Support:** Cheekbone Beauty's outspoken support of indigenous communities and people is an emerging trend within the cosmetics industry. ### Who This Affects Most - **Cosmetics:** Cheekbone Beauty's approach to loyalty and charity highlights a disruptive innovation opportunity within the cosmetics industry. - **Retail:** Retailers can take inspiration from the charity-related benefits offered by cosmetics brands like Cheekbone Beauty to drive customer loyalty. - **Social Impact:** The trend of mission-driven loyalty in cosmetics brands like Cheekbone Beauty presents opportunities for businesses to align with social causes and make a positive impact. ## Related on Trend Hunter - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md) - [Limited-Edition Healing Lip Oils](https://www.trendhunter.com/trends/healing-lip-oil.md) - [Purposeful Limited-Edition Lipsticks](https://www.trendhunter.com/trends/nice-cans-x-cheekbone-beauty.md) - [Natural Actives Luxury Skincare](https://www.trendhunter.com/trends/one-tribe-cosmetics.md) - [Customer-Led Loyalty Programs](https://www.trendhunter.com/trends/the-iconic.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md) - [Indigenous-Owned Self Care Brands](https://www.trendhunter.com/trends/ravensong.md) - [Charitable Lip Beauty Initiatives](https://www.trendhunter.com/trends/watier.md) - [Plant-Based Indigenous Skincare Solutions](https://www.trendhunter.com/trends/swlwen-botanicals.md)