The Hudson's Bay Company has officially unveiled a major revamp of its beauty departments across flagship Canadian locations, dedicating 20% of all shelf space exclusively to Indigenous-owned and operated beauty brands. The initiative aims to celebrate traditional ecological knowledge and support First Nations, Métis, and Inuit entrepreneurs.

This curation is about more than just retail; it is a commitment to economic reconciliation and sharing the profound, healing power of traditional Indigenous botanicals with a wider audience.

Featured brands include those utilizing sustainably harvested sweetgrass, cedar, and wild rose in their formulations. The revamp also includes educational signage detailing the cultural significance of the ingredients, developed in direct consultation with Indigenous elders and community leaders.