When Cece Meadows walked into rooms filled with prospective investors, she knew they saw a red flag.

During the height of the pandemic, her company, Prados Beauty, had donated 50 percent of its sales — not profits — to buy protective gear for Indigenous communities. To your typical venture capitalist or big-bank lender, that looked like a liability.

But for Meadows, a Xicana of Yaqui descent, that was the entire point. Meadows lives by her grandmother’s advice, which translates as “Everything you do with a good heart can never go wrong.”

Today, that model has a proven return on investment. Prados Beauty is the top-selling independent color cosmetics brand at JCPenney, moving products in 609 stores and becoming the first beauty line ever sold at the Smithsonian.

The brand reached these heights, in part, through Meadows’ partnership with the Rooted Relative Fund offered through the nonprofit lender Rural Community Assistance Corporation (RCAC). Fund managers viewed Meadows’ commitment to community not as a “risk” but as the secret to her success.