Juvia's Place

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Juvia's Place

Juvia's place is a cosmetics company founded in 2014 by Chichi Eburu, who brought black beauty to the cosmetics industry. Juvia’s Place is known for highly pigmented eyeshadow palettes that feature images of the Egyptian Queen Nefertiti.[1]

As a black-owned brand, Eburu mentioned in interview that Juvia's Place had a customer service issue that became public due to social media and when that happened they started receiving a lot of racist comments. They got called n****r so much they had to shut down their Facebook page. Instead of it just being a customer service issue it became about their race.[1]

Banned from Black Beauty influencers

During the brand's first-ever foundation launch, influencers such as Jackie Aina, Alissa Ashley, Nyma Tang, and others have been rather mum, creating no content featuring the product and even declining responses when fans inquire. That until Jeffree Star posted a video using Juvia's Place's highly anticipated foundation.[2]

That caused a firestorm of backlash, because Jeffree has a sordid history of racism. He allegedly called makeup guru Jackie Aina a “gorilla” and he’s been accused on multiple occasions of using the n-word. So with that in mind, people are wondering why JP would gleefully repost him, even If he’s apologized and denied the (obvious) racism.[3]

After that, a few influencer spilled the reason why many influencers of color haven't reviewed any of Juvia's Place's products.

Start with Youtuber/beauty expert Alissa Ashley called out the brand for their unsavory behavior behind the scenes. According to Alissa, the brand ignored her and several other beauty influencers in favor of white ones—until it was time to release the foundations. She also said that the brand’s owner “dogged out” several of them, including herself but is now begging for reviews.[3]

Literal contoured chocolate bar Jackie Aina also spoke out on the cosmetics conundrum. Srevealed that both the brand and its founder, Chichi Eburu, had blocked her on Instagram, and that Juvia's Place will receive none of her support. She also mentioned that she will stick to supporting and buying from the other incredible, self-made, black owned beauty brands who support everyone, not just use their black customers to get mainstream attention then spit on them on the way up.[2]

Rapper Chika (@Oranicuhh) says she was blocked for commenting on Juvia’s Place’s page. The beauty influencers are emphasizing however that they’re not telling people who to order from, instead, they’re simply sharing their own personal experiences which is fair.[3]

Chichi Eburu as founder of Juvia's Place had issue an apology adressing both Jeffree Star review and controversy with black influencer. Saying that Juvia's Place would absolutely love to work with influencers of all races, especially black women, as this brand was created as an expression and celebration of the Black Diaspora. She personally believe in the economic empowerment of women of color that are normally marginalized in corporate America, so at Juvia’s Place, their very small team is made of up of all women of color ranging from different ethnicities.[2]

Support to Black Lives Matter

Juvia's place said via Instagram after the death of George Floydthat it's donated $110,000 to "fight and eradicate the injustice and inequality of black people in America." The donation was split between Black Lives Matter, the NAACP, the American Civil Liberties Union, and Know Your Rights.

The brand's website also states that by using the code "SPEAKUP" when making a purchase, the shopper will receive a 25% discount, and Juvia's Place will donate 25% of its profits.[4]

References

  1. 1.0 1.1 Francois, Jean. Juvia’s Place is a New Cosmetics Company Inspired by Africa and Tailored to Brown Skin. May 15, 2016. blgh-marketplace.com. Retrieved January 25, 2021.
  2. 2.0 2.1 2.2 Newby, Black. Black Beauty Influencers Are Banning Juvia's Place From Their Content. June 17, 2019. revilist.com. Retrieved January 25, 2021.
  3. 3.0 3.1 3.2 Black Beauty Brand Juvia’s Place Gets Dragged For Reposting Racist Jeffree Star, Ignoring Ebony Influencers. June 17, 2019. bossip.com. Retrieved January 25, 2021.
  4. Krause, Amanda. 22 beauty brands that are taking action against racial injustice. June 4, 2020. insider.com. Retrieved January 24, 2021.