In the realm of beauty, few brands have inspired more devotion, creativity, and inclusiveness than Juvia’s Place. Founded by Chichi Eburu in 2016 with just $2,000 and the support of her local community, Juvia’s Place is now a global force—found on the shelves of Ulta Beauty, Walmart, and authorized retailers across the world.
- A Vision Born from Necessity and Inspiration
- Breaking Through: The Nubian Palette and Beyond
- Growing With the Tribe: A Global Beauty Movement
- Retail Expansion: Ulta Beauty, Walmart, and the World
- Founder’s Philosophy: Power, Inspiration, and Empowerment
- Facing Challenges: Staying True to Community and Transparency
- Looking Forward: New Launches and Next-Level Beauty
A Vision Born from Necessity and Inspiration
Driven by a desire to challenge narrow beauty standards, Eburu began by selling beauty tools from her apartment while raising her two children. She drew inspiration from African royalty and used her children’s names—Juwa and Olivia—to create the brand’s distinctive name. “We are a colorful people. Our makeup should reflect the richness of our culture, our beauty, and our history,” she emphasizes.
Breaking Through: The Nubian Palette and Beyond
The first major hit was The Nubian Eyeshadow Palette, featuring richly pigmented formulas in packaging inspired by Queen Nefertiti. The palette quickly sold out and went viral, becoming a symbol of bold color for all complexions. From there, Juvia’s Place launched other eyeshadow palettes, highlighters, foundations, and more—always celebrating color and inclusivity. The I Am Magic Foundation, now available in 42 shades, is hailed as one of the most inclusive ranges on the market.
Growing With the Tribe: A Global Beauty Movement
The company believes in celebrating customers who come from all walks of life. The passionate “Juvia’s Tribe”—millions strong on social media—anchors the brand and promotes a message: “Our customers have skin tones from the fairest fairs to the deepest darks. Our customers are bold. They’re different. They’re the outsiders on the inside. They’re the rebels, rulers, and queens.”
Retail Expansion: Ulta Beauty, Walmart, and the World
With explosive demand, Juvia’s Place products are now available in Ulta Beauty locations across the United States, on Walmart’s online platforms (and select Walmart stores), and in authorized beauty retailers globally. International reach includes features in Superdrug (UK), authorized boutiques in Africa, and across the Caribbean and Europe.
The brand’s affordable, high-pigment products—known for their vivid, all-skin-tone friendly colors—include the Zulu Eyeshadow Palette, The Warrior Palette, and transformative blushes and lipsticks.
Founder’s Philosophy: Power, Inspiration, and Empowerment
Chichi Eburu is unafraid to speak about empowerment, crediting her mother—a widowed entrepreneur in Nigeria—as a major influence. As an African woman, freedom is power to me. Being able to make my own objective decisions without intervention from others makes me feel powerful.
Power, for the brand, also means representation: I want Juvia’s Place to allow all women—and men—of every background to see their skin, their story, reflected back at them in vibrant, joyful color, Eburu explains.
Facing Challenges: Staying True to Community and Transparency
Juvia’s Place has weathered controversies but continually commits to transparency and growth. We are taking immediate action to evaluate our internal review process and policies to ensure this does not happen again. Juvia’s Place is a brand that illuminates all the uniqueness and individuality of people all over the world. We are not done with this conversation, and we welcome your guidance and feedback as we grow as a brand and as people.
Looking Forward: New Launches and Next-Level Beauty
In 2025, fans can expect new launches rooted in bold creative vision—such as expanded brow collections and base products—much of it developed with continued engagement from the Juvia’s Tribe. In every product, the message remains the same: cosmetics should be powerful self-expression tools for all.
Juvia’s Place is not only a brand but a movement—proving that true beauty is vast, joyous, creative, and global. In the words of founder Chichi Eburu: “Our makeup should reflect the richness of our culture, our beauty, and our history.” Find it now at Ulta Beauty, Walmart, and retailers worldwide.
