Lip gloss is arguably the most important product in the beauty game. Walk into any women’s restroom at a club or busy restaurant, and you’re almost guaranteed to catch someone reapplying theirs in the mirror. It’s up there with a phone, wallet, and keys on the checklist that runs through a lot of people’s minds before heading out of the house. Jasmine Butler has always recognized lip gloss as a beauty staple in her personal life and in the black community, which is why she decided to create her own!
Lip gloss was the first beauty product Jasmine was allowed to use growing up so naturally; when she launched Juicy by Jay in November 2020, it became the focal point of her line. Her signature product, Lip Jelly, is a non-sticky lip gloss that gives you the juicy (fitting name!) look of gloss along with the moisturizing benefits of a lip balm.
Jasmine draws inspiration from her friends and family – the people she sees in real life. She notes watching her mother’s routine growing up as one of her biggest beauty influences. The significance of friends and family in Jasmine’s life shows through her brand values. “Made with friends” is one of the pillars of Juicy by Jay. Jasmine’s goal is to create a sense of community around her brand. Instead of customers or followers, Jasmine uses the word “cousins.” The sense of community is also shown in her product packaging. Each Lip Jelly has a different quote on the tube to hype you up while applying. “You’re the one, not the two. Don’t let anyone tell you differently.” How can you not feel yourself with quotes like that on your lip gloss?
In addition to making you feel good about yourself, you can also feel good about the products you buy from Juicy by Jay. They’re made with love – handmade beauty products with high-quality ingredients that are vegan and cruelty-free. They’re also made with impact. Every time you shop with Juicy by Jay, a product is donated to programs and facilities that protect and empower women.
Launching a business during COVID created new sets of challenges for entrepreneurs. Jasmine says the pandemic created more opportunities for her to get creative. While she couldn’t host pop-ups and in-person events, the pandemic allowed her to try new approaches to the brand’s marketing and social media. She describes her personal taste as minimal, black and white, but Juicy by Jay’s Instagram is the opposite! Energetic and colorful, the brand’s profile is full of selfies, creative product shots, and even more creative reels, such as an 80s themed workout video for the “Stay Juicy Home Workout.”
When asked what her favorite Juicy by Jay product is, Jasmine can’t choose just one. “They’re all my babies!” But for holiday season gifting, she recommends any of the Lip Jelly collections as they come with multiple jellies so you can spread the self-care goodies to several people. Her hair clips and scrunchies are also perfect stocking stuffer size.
As 2021 comes to a close, Jasmine already has business goals for the new year. “Keep growing,” she says, both products and presence. She’s looking forward to hosting more in-person shopping experiences – Juicy by Jay recently had their first pop-up event. She would also like to add more lip care products to her line including something for the fellas!
Check Jasmine out at @juicybyjay on the ‘gram and stay tuned for all upcoming collections and products!