Ahsaki Báá LaFrance-Chachere founded Ah-Shi Beauty in 2012. AhShiBeauty.com debuted online in July 2018. On March 7, 2020, Chachere will open the doors to her storefront on the Navajo Nation.
Ahsaki Báá LaFrance-Chachere’s vision to open a skincare and cosmetics storefront on the Navajo Nation is finally coming to fruition. The half Navajo and half African American female entrepreneur will open the doors to her luxury beauty shop—Ah-Shi Diné Nation—in Window Rock, Arizona, on Saturday, March 7, 2020.
Chachere’s Ah-Shi Beauty line features all-natural, botanical-based products designed to balance and harmonize with the skin. Her brand also serves a grander mission: it offers a space where people of color, particularly Native Americans, are not only represented but uplifted, encouraged and inspired.
Her purpose is embodied in her business name. The word Ah-Shi is a Navajo word. It means: This is me; this is mine.
“Luxury is about more than being glamorous in the city. Luxury is us, too, as Native people…. We need to be recognized as luxury,” Ahsaki Chachere, the Founder/CEO of Ah-Shi Beauty, told Native Business.
Chachere, who was raised in Besh-Be-Toh on the Navajo Reservation in Northeastern Arizona, always intended to put her products in smaller retail shops, starting with the Navajo Reservation, “so that people who don’t have Internet access, or who like to go to the store nearby, can also have access to my skincare line,” she previously told Native Business.
Ah-Shi Diné Nation’s grand opening celebration will take place on Saturday, March 7, 2020, between noon and 7 p.m., at Window Rock Navajo Nation Shopping Center. Guests will be treated to free blue corn mush, dried fruits topping, Navajo tea and fruit-infused water.
“I built Ah-Shi Dine Nation for many reasons,” Chachere states. For one, Ahi-Shi is more than a beauty brand; it’s a movement, she articulated.
“As a businesswoman, I see a problem: lack of job opportunities,” she states, “so to solve this problem, I will create jobs for my people on and off the reservation. I need and will build a team and show the world we are more than beautiful people, we’re professional Indigenous peoples running the next Timeless Ionic Beauty Brand in the World.”
Chachere underscores that she was “tired of waiting for a major brand to showcase our Indigenous Beauty. So, the wait is over, Ah-Shi Beauty was created in 2012. We have our Beauty Brand that will operate on and off the Great Dine Nation,” she says.