Denyse Nadon, a proud member of the Apitipi Anicinapek Nation, is the visionary founder of Tribalure Cosmetics & Skincare. Inspired by generations of matriarchs and rooted in ceremony, Denyse has built a brand that redefines beauty as sacred, powerful, and deeply connected to Indigenous identity. With every product, she honours her Ancestors, uplifts her community, and calls forth a future where Indigenous women thrive. We sat down with Denyse to learn more about her journey and how ADAAWE has helped shape it.

ADAAWE: Can you share the story of how your entrepreneurial journey began?

Denyse: Tribalure was born from both personal healing and a desire for cultural reclamation. I wanted to create something that reflected our stories, our strength, and our sacred connection to beauty. The idea of launching a cosmetics and skincare brand came from honoring the women who raised me—my Auntie Josephine, Mary Nadon, and Mary Black—whose legacies live through Tribalure. Beauty, for me, is not about appearance. It is about presence, spirit, and self-determination.

ADAAWE: Were there pivotal moments that shaped your approach to business?

Denyse: Yes—especially two. First, the creation of the Auntie Josephine Red Legacy Kit, which embodies my commitment to raising awareness of Missing and Murdered Indigenous Women, Girls, and Two-Spirit People. Second, the realization that Tribalure had to be more than a brand—it had to be a ceremony. That’s why every product is smudged before leaving my hands. This is not just business; it is spiritual, cultural, and political work.

ADAAWE: What have been some of the biggest challenges?

Denyse: Access to funding has been one of the most persistent barriers. I had to bootstrap the business, apply for grants, and compete in pitch competitions to gain visibility. Another challenge is scaling while staying true to Indigenous values—choosing not to compromise even when the commercial path is easier. It takes constant reflection and intention.

ADAAWE: Can you share a setback that helped you grow?

Denyse: The development of the Wild Blueberry Skincare Line was incredibly difficult. Production delays, costs, and formulation challenges forced me to reconsider how to launch in alignment with my values. I stepped back, re-centered, and remembered why I started Tribalure in the first place. The lesson: never compromise cultural integrity for convenience.

ADAAWE: How does your Indigenous heritage influence your business?

Denyse: Every decision is rooted in Indigenous teachings and guided by the Seven Sacred Laws. I carry the wisdom of my Matriarchs in everything I do. From smudging products to choosing ingredients, I consider the impact of each decision on the next seven generations.

ADAAWE: Are there teachings that help you navigate hard times?

Denyse: I often return to the teaching: “Our Ancestors never quit.” That resilience keeps me grounded. I also lean into the Seven Sacred Teachings—especially courage and humility—when I feel unsure. These values are not abstract; they are active guides in my entrepreneurial life.

ADAAWE: What advice would you give to other Indigenous entrepreneurs?

Denyse: Build your business from your identity. Let your culture be your strategy. Seek out support systems like ADAAWE, NACCA, and CCIB. And ground yourself in daily ceremony—smudge, set intentions, and stay close to your purpose. Our Ancestors dreamed of us. Now it’s our turn to build.

ADAAWE: How important is community support?

Denyse: It’s everything. Indigenous entrepreneurship is not transactional—it’s relational. My business grows because I show up for others, collaborate with fellow entrepreneurs, and reinvest into community wealth. We don’t succeed alone—we rise together.

ADAAWE: What’s next for Tribalure?

Denyse: I’m preparing to launch the Wild Blueberry Skincare Line—a project rooted in ceremony and Ancestral plant knowledge. Long-term, I want to create manufacturing opportunities within my community, grow Tribalure internationally, and remain 100% Indigenous-owned. This is about beauty sovereignty and economic sovereignty.

ADAAWE: What role will Indigenous entrepreneurs play in the future of business?

Denyse: We are leading a movement toward sustainability, integrity, and cultural restoration. Our values are the blueprint for the future. We are not following the mainstream—we are reshaping it.

ADAAWE: Why did you join ADAAWE, and how has it impacted you?

Denyse: Joining ADAAWE gave me access to a network of like-minded Indigenous entrepreneurs, mentorship, and resources that align with our ways of being. It’s not just a business hub—it’s a sacred space for growth. ADAAWE helped me develop Tribalure with intention and community at the center. It gave me the tools and confidence to lead with culture.

Denyse Nadon is not just redefining beauty—she is reclaiming it. Through Tribalure, she is elevating Indigenous womanhood, creating spaces for economic sovereignty, and ensuring our stories are never erased. We are proud to walk alongside her at ADAAWE. Learn more at tribalure.com or follow her on Instagram at @tribalure.cosmetics.