The Maleku tribe has been endangered for more than 10 years in Costa Rica, they are the smallest indigenous tribe in the country and their culture is destined to disappear in 15 years because no other Costa Ricans have contact with them besides farmers and miners occupying their territory.

Hiqui, a Maleku influencer, battles to keep their culture alive through her content, showing their ancestral way of life, inviting the people to visit them. But more than being part of social media, she wants them to be part of Costa Ricans’ culture.

The Rainforest Lab and Hiqui created five products based on the Maleku’s ancestral techniques to use as an invitation to know their culture and visit their tribe. Using Hiqui as the face of the campaign, making sure it didn’t feel as cultural appropriation, but instead as a platform for the Malekus to spread their culture.

How does a beauty brand make a whole country stop ignoring a disappearing culture? By inviting them to be a part of it. Turning ancient culture into Costa Rican pop culture. How? By creating a platform that works directly as a beauty asset, ancestral knowledge spreader and cultural invitation for the people at the same time.

We created five products with Hiqui in the same way which the Malekus traditions dictate, using annatto, turmeric, and cocoa. Including an invitation to visit, making it very clear that what the Malekus want is for everyone to get to know them and their ancestral way of living. And we made it, the Maleku culture was impregnated into Costa Rican culture in art, music, tattoos, literature and so much more that even the Costa Rican Government recognized them as Intangible Cultural Heritage.

The problem wasn’t simple, Costa Ricans didn't know much about the Maleku culture. The Solution? Even harder, because we had to bring closer to them a culture that was practically invisible in front of their eyes. And how did we make it attractive? By inviting Costa Ricans to be a part of it. We live in a world where FOMO (fear of missing out) is real, so we wanted to make sure not a single Costa Rican wanted to be left out the Maleku culture.

Not only bringing the Maleku culture to people’s homes, but also to people’s interests. Through entertainment, art, culture, food, clothing, and sneakers. By educating about the Maleku culture through the most important TV and radio shows and interview in different kinds of media, resulting in the embracement of an ancestral culture into Costa Rican pop culture.

We launched the campaign with a video posted on social media, inviting Costa Ricans to know about our products with Hiqui and letting them know that by pre-ordering it, they could help preserve her culture. By the end of the pre-order, they could purchase the products by Instagram, WhatsApp and the main shopping malls in the country.

By that time the brand's Founder and Hiqui were giving several interviews in TV and radio shows that resulted in Costa Ricans accepting the invitation to embrace the Maleku culture. People began tattooing Maleku art, painting Maleku nails, making Maleku toys. Maleku legends began being read at kinder garden to kids, football celebration in match days, the tribe began having more and more visits.

And then we made it: the Costa Rican Government declared the Malekus as Intangible Cultural Heritage.

• The Costa Rican Government declared the Malekus as Intangible Cultural Heritage

• 100% of profits to the Maleku Tafa Urijif Ranch

• The Rainforest Lab Production increased X3 in 2 months

• 1M impressions, representing 20% of Costa Ricans reached

• $25k collected for the Maleku community and counting

• WhatsApp direct contacts increased X5 asking for the products

• Social media followers grew by 42%

• Visits to the Malekus +380%

• Searches for Malekus on Google +800%

• Maleku art replicated in tattoos, nail designs, toys, sneakers, murals, t-shirts

• Maleku food replicated in Sikwa Restaurant, #47 Best Latin American Restaurant by The World's 50 Best

• Maleku traditions replicated in goals celebrations in football matches, music, books and audiobooks