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Makeup lovers of all ethnicities have fallen in love with Juvia’s Place cosmetics; their super-saturated pigments and gorgeously curated, African-themed palettes make dramatically colorful looks easy—and stunningly affordable.

Now, the black-owned brand is getting into the foundation game. On May 20, the brand will drop 42 shades of long-wearing, “velvety matte” foundation called “I Am Magic.”


Formulated in Italy with three “kingdoms” of shades (Dark, Medium and Light), eight “families” of colors and four undertones, the new “rich and creamy complexion” foundation line is touted as vegan, cruelty-free and oil-and-paraben free. That’s all we know for now—aside from the rumor that it’ll retail for around $15 per tube (again, just a rumor)—but if it’s anywhere near as glorious as the textures of their shadows and highlighters, the foundation game will be sufficiently upped. Fingers crossed that Juvia’s newest pigments are on point; we’ll definitely be trying them out.