Juvia's Place, the beloved beauty brand founded by Nigeria-born mother Chichi Eburu dedicated to "truly represented Black culture as a whole," recently expanded its portfolio with the launch of the I AM Magic Velvety Matte Foundation in 42 unique shades, ranging from Marisol to Sudan.
Each color was globally-inspired to match all skin tones, ranging "from the deepest dark to the fairest fair." The website includes a description of each shade and which undertones best fit the foundation. For example, cool undertones, slightly red undertones, peachy undertones, and golden undertones—to name a few. The full coverage foundation offers long-lasting, non-cakey coverage and can be worn alongside the Juvia's Place I Am Magic Concealer for a glowing complexion.
Image Credit: Juvia's Place
Key Themes Behind This Trend
- Inclusive Beauty
- Creating beauty products that cater to a diverse range of skin tones and undertones presents an opportunity for disruptive innovation in the beauty industry.
- Global-inspired Shades
- Developing foundation shades that are globally-inspired and inclusive of all skin tones allows for disruptive innovation in the cosmetics market.
- Long-lasting Coverage
- Offering long-lasting, non-cakey coverage in foundation products presents an opportunity for disruptive innovation in the makeup industry.
Where This Applies
- Beauty
- The beauty industry can take advantage of the trend towards inclusive foundations by creating products that address the needs of a diverse customer base.
- Cosmetics
- The cosmetics industry can embrace the trend of globally-inspired shades in foundations by expanding their product range to cater to all skin tones and undertones.
- Makeup
- The makeup industry has an opportunity to innovate by developing foundations that provide long-lasting, non-cakey coverage for a flawless complexion.
