When Katie posted a video of a misprinted ART Shadow that read Salmon Arm instead of just Salmon, we thought, “Oops. That was a mistake.”
But you didn’t see a typo.
You saw your hometown.
You felt represented.
And you asked for more.
The comments poured in — people nominating their towns, suggesting colours that reminded them of home, and sharing what it meant to see a place like Salmon Arm on a makeup product. That video became the most viewed and shared post in MisMacK’s history — not because of the product itself, but because of you.Because of the pride you have in where you’re from.
Because of the need to be seen.
You Nominated. You Chose. You Created ROOTED IN BC.
We knew we had to listen.
Katie went on to post videos of all 23 ART Shadow shades, asking the community:
“Which BC town does this shade make you think of?”
The response was overwhelming.
From the Lower Mainland to Northern BC, from tiny villages to bustling cities, you built the ROOTED IN BC collection. Every nomination, every story, and every colour suggestion was a reminder of how connected we are through our communities.
We took your feedback, your stories, and your hometown pride, and created ROOTED IN BC — a collection where every ART Shadow is now renamed after a hometown, community, or city in British Columbia.This isn’t just a rebrand.
This is a movement.
A movement you started.
Why It Matters to Me
I’m from a small town — Salmon Arm, BC.
I know what it feels like to tell people where you’re from and hear, “Oh…where’s that?”
It makes you feel small. Like your story doesn’t matter.
ROOTED IN BC flips that narrative.
It’s a love letter to the dreamers, artists, athletes, farmers, misfits, and magic-makers from the towns that shaped us.When I created this campaign, I cried.
Because this — this is personal.
ROOTED IN BC Town Ambassador Program
Now, we’re inviting you to be a part of the story.
The ROOTED IN BC Town Ambassador Program gives you the chance to represent your hometown, share your story, and be part of something bigger than makeup.
Ambassadors receive:
- A custom Ay Lelum Palette with their hometown shade + 3 ART Shadows of their choice.
- A one-time 30% off code to switch to clean beauty with MisMacK.
- A ROOTED IN BC Ambassador T-shirt.
- A 10% discount code for your community.
- Commission opportunities for sharing your town’s beauty with the world.
APPLY TO BE A ROOTED IN CANADA AMBASSADOR
August 15th — Let’s Celebrate
To mark this moment, we’re hosting an in-store celebration at the MisMacK Studio (and online!) on August 15th.
Enjoy 3X MisMacK Points on every purchase. (Online points will be manually added after checkout.)
ROOTED IN BC is a tribute to everyone who’s proud of where they come from — even if the world doesn’t always know where that is.
This is About More Than Makeup
It’s about being seen.
It’s about community.
It’s about the moments we’ve shared.
Every shade tells a story.
And now, they’re yours.With grit + love,
Missy MacKintosh
Founder, MisMacK Clean Cosmetics
