Juvia's Place is launching an expansive foundation line called I Am Magic that boasts 42 unique shades that cater to a wide variety of skin types. While offering a diverse range of beauty products gives a greater number of consumers the ability to find their perfect shade, it can be overwhelming to know where to start. To make whittling down the choices easy, Juvia's Place organized its I Am Magic foundation shades into three "kingdoms"—the Light Kingdom, Medium Kingdom, and Dark Kingdom—eight shade "families" and four undertones: cool, warm, neutral and olive. The new foundation is described as being buildable, full-coverage and long-lasting with a velvety matte finish
The I Am Magic foundation line is being supported by the brand's I Am Magic campaign, which celebrates beauty in all shapes, sizes, colors and forms.