Juvia's Place

Juvia's Place is a Black woman-owned makeup brand built around a frustration a lot of people share: founder Chichi Eburu could not find makeup made for her deep skin tone. What was on the shelf was muted, thin, and clearly formulated with someone else in mind.

Her answer was color — rich, saturated, unapologetic color. The brand's eyeshadow palettes are known for pigment that shows up the first time you touch a brush to them, whether your skin is the fairest fair or the deepest dark. The line has since grown well past eyes: foundation, concealer, blush and blush tints, bronzer, lip products, brushes and tools.

The inspiration is stated plainly on the brand's own pages: it all begins in Africa. The palettes are named for and built around the rulers, rebels and queens of African kingdoms, whose beauty techniques are still in use today. That is not decoration on the packaging — it is the point of the brand.

Juvia's Place also sells through major beauty retailers, but the full range and the newest launches land on their own site first. Shipping is free over $40.

If you have ever left a beauty counter empty-handed, this is a brand that started from exactly that.