Juvia’s Place: From $2,000 To A Multimillion-Dollar Instagram Makeup Brand

And how brand integrity propelled the growth on Instagram

Started in 2014, Juvia’s Place is a black-owned cosmetics brand by Chichi Eburu, who is also a mother of 2. She started the brand with a capital of a mere $2000 and everyone around her, including her husband, thought her dreams to create a cosmetic line was but a simple joke.

However, Chichi did not relent to the obstacles before her and by 2018, her brand saw a sudden explosive growth, thrusting the humble brand into a multimillion-dollar brand it is today.

👑 Overview

Analysis of @juviasplace, provided by Popular Chips

@juviasplace has amassed a total of 1.7 million followers. Additionally, her brand takes home engagement rates of 1.86%, which is more than 3 times the average brand of 0.5%.

@juviasplace’s audience growth for 2019, provided by Popular Chips

Moreover, Juvia’s Place has been seeing a continual increase in audience since January, bringing its quarterly average to 4.67%, which is a high amount of growth considering their already huge audience.

👑 Culture

To me, the idea of the Nubian queen  is representative of a beautiful black woman and that’s what I wanted my brand to do and empower us women

Chichi Eburu

Chichi Eburu is of Nigerian descendant. While she loved beauty, she realised that there was an inadequate representation of black culture in the market. That’s when she decided that Juvia’s Place was going to cover that market gap, so consumers of her brand would be able to boldly ‘show to the world how beautiful we (black women) are’.

And true to her vision, Juvia’s Place became a brand that complimented the beautiful tones of women of a variety of shades. Her best selling line, her eyeshadow palettes, has been praised by many professional makeup artists like @itshotchiick, @shalomblac, @nikkietutorials and @vanessa_gyimah for being extremely pigmented and very vibrant.

I decided to analyse her internet breakout item, the ‘Nubian Palette’. I firstly created a social listening report under their core eyeshadow palette hashtag ‘#nubianpalette’ and tracked the hashtag’s usage from January through September 2018:

listen analysis of #nubianpalette, provided by Popular Chips

In June 2018, there was a sudden surge, of an audience of 180,476 for hashtag #nubianpalette, which then quadrupled to 695,673 in July. This increase was aligned to the time Juvia’s Place released their new palette, the ‘Afrique’, which featured 12 extremely beautiful (and pigmented) shades that you can see below as well as their debut at Ulta Beauty:

Courtesy of Ulta beauty

Moreover, at least 441 influencers published 790 pictures/videos, tagging #nubianpalette during the same period. In all, her initial vision for the brand stuck through the years and it definitely shows through.

👑 Empowerment

Being a brand that is built on bringing out the beauty of women with darker skin shades, her Instagram frequently features deeper toned influencers rocking their products, here are just a few below:

View this post on Instagram

Stunning @_ohemaabonsu ・・・ #okaysoo Hold ma Wig, Lemme see about these @juviasplace Foundation and Concealers. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ So excited to partner with @juviasplace to show you THE NEW NEW. The launch is today and I am ready for the summer heat with this Matte foundation and creamy Concealer Combo so “You can not talk to me anyhow” ( in my @chiziduru voice) FULL REVIEW ON MY CHANNEL (link is in my Bio) ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ The lineup Eyes @juviasplace Coral Palette (Nubian 3) Foundation @juviasplace “I am Magic” Shade 120 Chad Concealer @juviasplace “I am Magic” shade 3 & 5 Highlighter @juviasplace Loose highlighter Nubia ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Music 🎶: “Feeling” @edem_evangelist ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ #iammagic#juviasplace#nubian3#nubianmakeup#nubianpalette#nubianqueen#flashtestneva#makeupforbeginners#makeupfortheday#makeupformelanin#makeupformelaningirls#makeupforblackwomen#shimycatsmua#brownmelaninmua#brownmelaninmakeup#bonsubeauty#summerfoundation#foundation#foundationroutine#beatthatface#naturalbeat#hudabeauty#slave2makeup#underratedmua#fiercesociety#darkskinmakeup#darkskinmakeupdaily#curvygirl#hypnaughtypower

A post shared by Juvia’s Place (@juviasplace) on

Of course, being a make-up lover, I am extremely enthralled by the vibrancy of the colours on these ladies. Juvia’s Place is also helping to give exposure to her fellow gorgeous influencers who are lesser known using her big audience (of 1.7 million) and it is clear that her consumers support the brand’s stance as seen here:

Top posts by @juviasplace in the last 3 months, provided by Popular Chips

Where 5 of @juviasplace’s top posts are videos or pictures of deeper skinned beauty influencers. This is also important in showing that the brand stays true to their roots, in this case, Chichi’s Nigerian roots.

Additionally, instead of numbering the shades from lightest to darkest in index, she did it the other way around. In her new ‘I am Magic’ foundation line, her darkest shade, Sudan is numbered 100, while her lightest shade, Marisol is numbered 740. This is different from traditionally numbered lightest to darkest shades from other brands and creates this contrasting, unique selling point that empowers darker toned women.

Just look at this magnificent advertisement for the foundation line. It’s so powerful that,

@juviasplace’s top post of 2019, provided by Popular Chips

It is currently the most liked post of 2019, with 115,192 likes. Now THAT’s a statement.

In all, this brand shines through by staying by their motto and empowering women. It’s totally relatable and it’s no wonder its come so far. I am excited about the upcoming releases and can’t wait to get my hands on those gorgeous palettes.

If you’d like to get an influencer analysis too, click here

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