In a beauty industry once dominated by limited shade ranges and narrow standards, Chichi Eburu dared to imagine something different.
As the founder of Juvia’s Place, Eburu built a brand that not only celebrates color but also centers the richness of African heritage, from its striking packaging to its deeply pigmented formulas.
What started as a passion project has evolved into a global beauty powerhouse, reshaping how inclusivity looks and feels within the industry.
Founded in 2016, Juvia’s Place quickly gained cult status for its vibrant eyeshadow palettes inspired by African art and culture. Products like The Nubian and The Zulu palettes became instant hits, praised for their unmatched pigment payoff and accessible price point. But beyond their aesthetic appeal, Eburu’s creations carried a deeper message, one of representation, empowerment, and cultural pride.
“I wanted to create something that reflected us, our colors, our vibrancy, our history,” Eburu has shared in interviews. That vision resonated deeply with makeup lovers worldwide who longed to see themselves represented authentically in beauty marketing and product design. By spotlighting Black women as the face of luxury color cosmetics, Juvia’s Place disrupted the status quo and ushered in a more inclusive era for beauty branding.
Today, the brand’s influence stretches far beyond the vanity table. Juvia’s Place has become synonymous with high-performance artistry and cultural storytelling, expanding its offerings to include complexion products that cater to a wide range of skin tones. From foundation to concealer, Eburu ensures every launch maintains the same level of pigmentation and care that first put her brand on the map.
Equally impressive is Juvia’s Place’s connection to its community. Through social media and immersive pop-up events, Eburu has cultivated a space where customers feel seen and celebrated. The brand’s authentic voice, bold, unapologetic, and joyfully Black, continues to resonate with beauty lovers from Lagos to Los Angeles.
Nearly a decade after its founding, Juvia’s Place stands as more than a beauty brand, it’s a cultural statement. Through creativity and conviction, Chichi Eburu has proven that representation isn’t just about being included; it’s about being centered, celebrated, and unapologetically visible.
