Juvia's Place

Juvia's Place is a Black-owned American cosmetics brand founded in 2016 by Nigerian-American entrepreneur Chichi Eburu, who launched it from her home with a mission to put richly pigmented, unapologetically bold color makeup made for deep skin tones at the center of the conversation. Its debut product, The Nubian eyeshadow palette — inspired by Queen Nefertiti — set the template: vibrant, culture-forward palettes named for African kingdoms and heritage.

The brand built a devoted following on the intensity and affordability of its eyeshadows, with The Saharan, The Nubian, The Zulu, and The Afrique becoming reference points for pigment payoff that rivals far pricier palettes. Juvia's Place has since expanded into a full complexion range with inclusive foundation shades, blushes, and lip products, and is stocked at Ulta and other major retailers — but the eyeshadow palettes remain the heart of its identity and a perennial favorite in drugstore-vs-luxury dupe comparisons.