Juvia's Place

Cosmetics store, Beauty supply store, Cosmetics & Beauty Supply in Secaucus, NJ

Address

300 Castle Rd, Secaucus, NJ, 07094

Website

juviasplace.com

About Juvia's Place

A cosmetics brand built around highly pigmented color, with eyeshadow palettes, eyeliners, brow products and lash items, plus foundation, concealer, setting powders and shade sticks in extensive shade ranges named for African and global cities. Cheek products include blush, bronzer and highlighter, and the lip range covers lipstick, gloss, oils, balm and liner. A separate Juvia's Skin line offers serums, a glycolic acid toner, vitamin C treatments and peel pads. Collections such as Nubian, Culture, Coffee, Warrior and Afrogalactic draw on African kingdoms and heritage, and online shade and foundation finders help with matching.

Founder Chichi Eburu created the brand after struggling to find makeup suited to her deep skin tone, having spent years searching for colors that were not muted or grayish against rich skin. The line is framed as a celebration of the rebels, rulers and queens of African kingdoms and the beauty techniques still used today. The company describes its customer base, called the Juvia's Tribe, as women and men across the full range of skin tones.

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