Juvia’s Place joins UK high street for first time

Makeup brand Juvia's Place has launched on the UK high street for the first time, exclusively at Superdrug.

The cruelty-free brand will now stock its African heritage inspired products online and across 300 Superdrug stores in the UK.

Juvia's Place features a range of colour cosmetics, base and lip products. This includes its Bronzed Duo Bronzer, Taupes Eyeshadow Palette and I Am Magic Concealer.

Founded in 2016, the brand was created to tackle a lack of diversity and cultural representation in the beauty industry.

Chichi Eburu, Founder of Juvia's Place, said: "We are so excited to be rolling out in 300 Superdrug stores and online. We are thrilled to be available on the UK high street at Superdrug finally."

This expansion follows Superdrug's Shade of You campaign, which found that 85% of black and mixed heritage individuals surveyed would like beauty retailers to stock more products specifically for darker skin and textured hair.