San Diego Union-Tribune (Sunday)
San Diegan’s lip gloss brand inspires fun, adventure
A jetsetter at heart, Juli Deveau is now a cosmetics entrepreneur hoping to share the thrill of having a night out in the city, one tube of lip gloss at a time.
Deveau — a pilates instructor, globe trotter and full-time employee at a consulting firm — is called “Jetset Juli” by her friends. She said she started looking for the perfect lip gloss in 2021.
Uninspired by what the big name brands were offering, the San Diego native eventually decided to create and market her own line.
In September she launched Jule Lip Gloss, offering the “perfect Barbie pink.” The gloss is designed to capture the same feeling as “hitting the town with your girls and feeling alive,” Deveau said.
“I wanted to make something that was really inspired by the feeling you get when you go to the hottest spot in town,” she said. “The brand is inspired by iconic hotspots around the world.”
Deveau’s lip gloss line now includes five different tones, from a translucent gloss to a vibrant red, with a price tag of $22 each. A sixth color will be released in March.
“I want it to be fun and exciting and (have people) feel something when they put it on,” Deveau said.
She said San Diego has been “amazing for launching a business,” with customers signing up for her 1-, 2- or 3-month subscription program where a new Jule Lip Gloss of choice is delivered each month for just $18.
Deveau’s glosses are also carried at local retail spots such as Salt Hot Pilates, Van De Vort, Salon Bordeaux, Fox Eyes Makeup Studio and Browtique, as well as online.
She said she has collaborations with hair salon Drybar and nightclub Side Bar planned this year, and hopes to team up with other local businesses.
Follow @julelipgloss on Instagram.