Makeup · United States
Juvia's Place
Founded by Chichi Eburu
Juvia's Place is the Nigerian-American color powerhouse built explicitly around deep skin and African heritage. Founder Chichi Eburu launched the company with just $2,000 in 2016 and grew it into a global beauty brand with presence in major retailers. Born in Nigeria, Eburu rarely saw women with deep skin tones represented in beauty media growing up, which shaped her perception of mainstream beauty standards. The complexion line is the heart of the deep-skin case. The I Am Magic Foundation comes in 42 shades with neutral, golden, cool golden, warm and olive undertones, categorized into the Nubian Kingdom (Deepest Dark, Deep Dark, Dark, Rich Tan), the Medium Kingdom, and the Light Kingdom. Reviewers note it takes longer to match on the deep end, a good "problem," meaning many more options exist there. The Shade Stick is a versatile 3-in-1 foundation/concealer/contour. Caveat: the matte formula reads thick for some dry-skinned users, and online shade matching can run dark.
Who it matches
- Depth range
- Fair, Medium, Deep, Deepest
- Undertone
- Cool, Neutral, Warm, Golden / yellow, Olive
- Skin type
- Oily, Combination
- Price
- Budget
- Finish
- Matte
- Coverage
- Full
Hero products
- I Am Magic Velvety Matte Liquid Foundation
- I Am Magic Concealer
- Shade Stick Foundation
- I Am Magic Loose Setting Powder
Not sure this is your shade?
Tap your tone and let Shade-True match you across 178 deep-skin houses. No selfie, no scanner.
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