American makeup brand, Juvia’s Place, famous for their super-pigmented eyeshadow palettes have just recently joined the ‘complexion’ game with their I Am Magic collection which for now features their own Foundation & Concealer products.
As part of the I Am Magic collection launch, the company released 42 Foundation and 24 Concealer shades, as well as a Foundation brush all available for purchase now on their website: Juvia’s Place
The I Am Magic Foundation is described by the brand as a rich and creamy formula providing full coverage and melts right into the skin giving a radiant velvety-matte finish.
The I Am Magic Concealer is available in 24 shades from deepest dark to light, provides full coverage and is lightweight
But it’s not really just the products that has us sitting up and paying attention, it’s the big-little details that went into their branding and marketing campaign. The message behind this product launch by the brand screams Diversity and Inclusion, which is something the beauty industry had been lacking in for a very long time. From the shade numbering, grouping names, even down to the models used, Juvia’s Place is putting out a POWERFUL message: Beauty is for everyone to experience and enjoy, no matter who they are.
We must admit that the former narrative is beginning to change, and we are seeing a lot more brands expanding their product range to serve a much wider and diverse audience. Some brands have even collaborated or sought advice from key industry stakeholders to ensure the products they put out are more inclusive.
In a society where there is pressure to be picture perfect, at Juvia’s Place we believe beauty comes in different forms, colors, shapes and sizes. Regardless of what skin color you are, the most beautiful thing is confidence and loving yourself.
@juviasplace
We applaud Juvias Place for lending their voice to a very important cause, and we are excited to see this taking place in our own time. Sending out the message that beauty can never be ‘one-size-fits-all’ and to celebrate & enjoy our uniqueness!
