The Magic of Juvia's Place: Where West African Beauty Traditions Meet Modern Glamour
I might or might not be obsessed. Photo by @cocoapixi.
Let's talk about a makeup brand that's way more than just another pretty palette.
Juvia's Place isn't just selling cosmetics – it's selling a revolution of beauty, born from the profound frustration of a woman who refused to be invisible. Meet Chichi Eburu, a Nigerian entrepreneur who looked at the beauty industry's painful lack of inclusion and decided to shake the table.
Imagine spending years searching for makeup that actually celebrates your skin tone, only to find nothing but ashy, washed-out, muted colors that seem designed to make you look anything but your gorgeous self. That was Chichi's reality. Growing up in Nigeria, she never saw Black women featured prominently in beauty campaigns, which is a feeling many of us experienced growing up all over the world. When it came to makeup, it was like trying to fit a square peg in a round hole. There were only maybe 3 foundation shades max (shout out to Mac Cosmetics NC45 which was the measuring stick) and then, if you were lucky enough to find something close enough, you had to buy other foundation products out of necessity to mix and make it work. Eyeshadow pallets would have a great color story, however, the only colors frequently used were the 2 browns and maybe a shimmer to highlight that brow bone on a good day, because the remaining colors appeared too light and chalky at best. Creating our own pallets out of single shadows at $19 each at the MAC counter became the norm because although black women were and still the biggest consumer of beauty products, the message was clear: your beauty doesn't really matter, but your dollars do.
Juvia’s Place Founder Chichi Eburu. Photo Cred @chichiijp on Instagram
Chichi recognized a significant gap in the beauty industry - one that had historically focused on a narrow definition of beauty, aka European. Traditional brands offered limited options, and they often missed the rich diversity of their potential customers. The industry, dominated by a small group of established companies, seemed to expect consumers to adapt to their products rather than designing products that celebrated and enhanced different types of beauty, which honestly is still happening as I type this in 2025. This insight sparked her vision to create something more inclusive and representative of all beauty.
Instead of accepting that narrative, Chichi decided to flip the script and create her own Hollywood ending. With zero corporate backing and just $2,000 to her name, she launched Juvia's Place from a two-bedroom apartment. Her mission was simple: to create makeup that doesn't just accommodate dark skin but gloriously. Drawing inspiration from African queens like Nefertiti and a rich cultural heritage of bold, expressive beauty, Chichi built a brand that boldly stated that not only are we beautiful, bold and colorful, but we deserve makeup that reflects as much. Remember when finding pigmented shadows that popped on deeper skin tones was like a bad game of hide and seek? Not anymore.
My first experience with Juvia’s Place was back in maybe 2017 or 2018 at the PHAM Expo in Pasadena, Ca. I had heard about the brand via YouTube and after standing in line waiting for the doors to open, that was the first booth I headed to. I purchased The Nubian and the Nubian 2 palettes, and I vividly remember thinking the pigment and price point doesn’t line up. How can a shadow pallet with so much pigment and of such high quality be so affordable? The color payoff from one swipe was unlike anything I had ever seen, and they were selling both palettes for under $20 at the expo.
Babys first PHAM expo
Juvia’s Place is one of the few brands that you can get mind blowing color payoff without breaking the bank. With the average price point of $25 USD the amount of pigment in each product is insane. Chichi uses her products to tell stories of representation, heritage and pride, a theme woven throughout each eyeshadow palette and color name. Her products tell stories of African beauty traditions, from the shades named to honor the culture to the bold and bright rich colors that celebrate it in packaging that is always tribal inspired and beautiful.
Be prepared to create some stunning lip combinations because this brand has something for everyone! From rich sensual browns and bold stunning reds to beautiful glosses and lip oils, Juvia’s provides a lip product for every step of the way. The brand provides the perfect lip color to complete the look no matter the occasion.
Photo cred: @cocoapixi
With over 40 different foundation shades and over 20 concealers to choose from, creating a flawless base to match those colorful eyes will be a breeze. Many makeup brands take undertones for granted and this is speaking for someone that as of the time of typing this, only four brands in Sephora and Ulta- YES FOUR- fit me perfectly without having to mix with another foundation and I don’t think my skin tone is anything special. That just shows you the lack of diversity and how we need more brands like Juvia’s to step up to the plate.
my first Juvia’s Skin purchase. Photo cred: @cocoapixi
In 2022 Chichi launched Juvia’s Skin- a collection of products with gentle yet effective formulas with ingredients such as Vitamin C, Bakuchiol, Hyaluronic Acid, and Squalene Oil. Just like the makeup line, the skincare brand gives luxury skincare ingredients at an affordable price with product information and details that are easy to understand. I love their cleansing balm and their Niacinamide Serum.
Photo cred: @cocoapixi
Juvia has something for everyone, whether you are a season pro or a makeup newbie. What makes this brand so special isn’t just their products, it’s the brand and owners’ authenticity. Chichi Eburu has built this empire by staying true to her roots while pushing the beauty industry forward in her own way and became the first black owned brand ever sold in Ulta Beauty in the country! She created a movement and made representation the core of her brand and never varied from the script. They not only proved that affordability doesn’t mean low quality, but that cultural inspiration and authenticity will create waves and make space for truly inclusive beauty. There is a huge market out there, we only need the right shade. This isn’t just makeup. This is a celebration of culture, inclusivity and the power of dreaming big. Chichi Eburu didn’t just create a brand; she created a community where everyone belongs.
You can shop this amazing brand at www.juviasplace.com and ulta.com