Making it’s UK high street debut, American make-up brand Juvia’s Place has launched at Superdrug.
Rolling out into 300 stores across the UK, the brand combines traditions of African heritage with new formulations and products combining high pigmentation and payoff.
The Africa-inspired colour cosmetics brand has grown in popularity in the US with over 2 million Instagram followers and is now planning to take on the UK market place.
Juvia's Place collection includes the quad Palette, I Am Magic Concealer and I Sculpt, I Shade Brow Pen.
UK-based shoppers could previously only purchase the brand online via BeautyBay, but the deal with Superdrug marks Juvia's Place breakthrough into British bricks-and-mortar.
Juvia’s Place founder Chici Eburu, said: “A big thank you to all of our UK customers, we’re so excited to finally be available on the UK high street”.
In March this year, Superdrug launched the Shades of You campaign led by market research company 3Gem.
Research showed that 85% of black and mixed race individuals would like beauty retailers to stock more products specifically designed for darker skin.
