Get To Know: Juvia’s Place

Juvia's Place

Last Updated on November 20, 2022

Whether you have skin tones in the fairest fairs or the deepest dark, Juvia’s Place brings high-intensity makeup that’s easy to apply and be out of the door in less than ten minutes. This article outlines more about Juvia’s Place and what makes this black-owned brand worth buying.

TL;DR: Juvia’s Place brand profile

How Juvia’s Place started

Chichi Eburu founded Juvia’s Place in 2016 out of necessity and inspiration. She’d struggled to find cosmetics that enhanced her dark hues without making her look lighter or gray. The only products that were available were in muted shades. This certainly did not pop the true beauty of her skin tone. Moreover, high-end cosmetics brands and drugstores failed the test for inclusive beauty.

Furthermore, growing up, Chichi saw black women excluded from beauty campaigns (something most of us also witnessed). Such exclusions only worsened her feelings of inadequacy. However, with maturity and self-reflection, she began to realize that her beauty was fine. It was the beauty industry that had a problem. Knowing that other women felt the same way created an opportunity.

Even though she was passionate and knew there was a market to serve, she had no money to start. With no massive capital, she went ahead and launched her business anyway from a two-bedroom apartment. And, she did so with just two thousand dollars! Chichi started by selling makeup tools, as it was the easiest way to venture into the beauty industry.

As her business started to thrive, Chichi was more sure of her goals. She drew inspiration from African queens like Nefertiti and Cleopatra, who used makeup to show off their beauty, status and creativity. As a result, she was determined to build a beauty brand that celebrated her own color, rich culture, and history. And so, she did.

In 2016, Chichi finally launched her signature makeup line, Juvia’s Place. The name Juvia comes from her two children, Juwa and Olivia – a mesh between ‘Ju’ from Juwa and ‘Via’ from Olivia. The Nubian Eyeshadow Palette ($20), inspired by the beauty of Queen Nefertiti, was the first item to launch.

The palette went viral overnight. So many people were excited about it, especially being a black-centric product from an indie company. Since then, Chichi has continued to launch more products that not only bears black women in mind, but also includes all skin tones. Today, Juvia’s Place is a household name with a global reach.

The brand’s philosophy

Juvia’s Place wants to celebrate the rebels, rulers, and queens of the African kingdoms. Like them, the brand believes in being bold, bright, and proud. You will see this in their rich, vibrant, and highly pigmented makeup. Particularly, Juvia’s Place believes that beauty originated from African queens of past, and the brand seeks to celebrate this.

The brand’s other goal is inclusivity. They do this by creating products for both men and women from all walks of life. They consider all skin tones when formulating new products, from the fairest fairs to the deepest dark.

The brand’s product range

Although Juvia’s Place brand launched with one makeup item, the brand has continued to grow over the years. It now sells over 150 handcrafted makeup items across eyes, face, cheeks and lips. Juvia’s Place has not only stopped at makeup, but they’ve recently launched a skincare line too. They now provide cleansers, serums, toners, facial pads and moisturizers. All Juvia’s Place products are designed to make your skin glow.

To add, all their single items are affordable, with prices starting from as low as $10. They also have a shade finder to help determine your skin tone and pick the right colors for you.

Check out some of our favorite Juvia’s Place products below.

Juvia's Place I Am Magic Concealer

I Am Magic Concealer

This ‘magical’ concealer is waterproof, sweat-proof, and weightless. The creamy formula is made without parabens and sulfates, and it provides full coverage that’ll last for hours. It is available in 24 unique shades from the deepest brown to the palest color.

0.34fl oz. | 10ml

I Am Magic Velvety Matte Foundation

I Am Magic Velvety Matte Foundation

This liquid foundation is lightweight yet provides full coverage for a flawless velvety matte finish. It doesn’t feel heavy or cake, which makes it comfortable to wear all day. It comes in a tube to ensure there’s no transfer of dirt and bacteria. Available in 42 shades.

1.0fl oz. | 30ml

I Am Magic Powder

I Am Magic Loose Setting Powder

This silky-smooth finishing powder is super lightweight and it blends easily. It provides full coverage and stays put throughout the day. Apply it to set your foundation, concealer or cream contours. Available in 5 shades.

0.45oz | 12.8g

Juvia's Place Luxe Lip Liner

Luxe Lip Liner

Designed as a creamy, long-wearing pencil, this lip liner glides flawlessly, defining and filling in your lips. It pairs perfectly well with Juvia’s Place’s matte lipsticks. The highly-pigmented liner comes in 9 shades.

0.007 oz | 0.2g

Juvia's Place Gel Cleanser

Let’s Melt It Off Gel Cleanser

This gel-based cleanser gently removes makeup and other impurities. It’s formulated with soothing Aloe vera, healing Vitamin E and water-binding Glycerin and Hyaluronic Acid. It leaves your skin feeling super clean without irritation. Great for all skin types.

3.8fl oz. | 100ml

3 reasons to love Juvia’s Place products

1. Cruelty-free, non-toxic and mostly vegan

Non-toxic products are essential for ensuring that you are healthy and stay that way. But, so many products around the world are still connected to several types of cancer and other illnesses. Still, the moment for clean beauty is here. Sure, clean beauty might just be a buzzword as of late. But, we count any product that leaves out nasty ingredients as ‘clean’.

Imagine being able to wear your cosmetics without fear of being overly harsh, intrusive, or containing dangerous ingredients. Juvia’s Place gives you that. You don’t have to be concerned that their makeup may produce long-term medical problems. Although, with all cosmetics, do carry out a patch test first if you have sensitive skin.

Also, they are cruelty-free, which means that they don’t test their products on animals. And finally, they provide a range of products that are indeed vegan. Though, we’d like if they went completely vegan, but that’s a request for another day!

2. Lightweight and long-lasting formula

Customers love the silky skin-like texture of Juvia’s Place’s products. Their creamy concealers and light-finishing powders make applying makeup a fun and fulfilling experience. Their makeup is also smudge-free, allowing them to be worn all day. Juvia’s Place products are the best if you want excellent coverage with minimal application.

3. Bold, Africana themes and colors

Finally, it wouldn’t be a true Juvia’s Place article if we didn’t appreciate what makes Juvia’s Place stand out. That’s exactly it – they stand out! Their colors are bold, bright and beautiful. The packaging pays homage to our ancestors. Their naming conventions invite customers to celebrate their uniqueness. Their high-intensity shades pop on any skin tone, especially on melanin. Scrolling through their instagram is a vibe; the aesthetic pleasure alone makes us want to stock up on their products!

Where to buy Juvia’s Place products

Juvia’s place products are available to both local and global customers through their site and popular retail sites such as Ulta Beauty, Superdrug, and Target.

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