Juli Deveau shared their story and experiences with us recently and you can find our conversation below.
Juli, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What’s more important to you—intelligence, energy, or integrity?
Energy over everything. JULE was built on momentum. Energy attracts. It builds. It leads.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Juli — founder of JULE (pronounced “Jewel”), a beauty brand focused on elevated lip products. Our collections are inspired by global hotspots from around the world – coastal summers, fashion capitals, runway lights, music festivals, nightlife and day life. Each shade tells a story and channels a lifestyle. We’re creating a mood, a memory, a destination in a tube. Right now, we’re expanding the line in a way that feels intentional — new finishes, new moments, and new collaborations that align with our world.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who were you before the world told you who you had to be?
I’ve always been someone who creates from passion. None of this has changed — it just got a bit louder. The world may try to shape you, but you should only allow it to sharpen what was already there.
If you could say one kind thing to your younger self, what would it be?
Here’s a note to all of us: the ideas you scribble in notebooks? That’s the gold. That’s the spark. Keep chasing them—they’re the blueprint of something very real. Let your imagination run wild, and then EXECUTE, EXECUTE, EXECUTE. Energy attracts. Momentum compounds. And piece by piece, the world you once dreamed of becomes the one you live in.
Next, maybe we can discuss some of your foundational philosophies and views? Whose ideas do you rely on most that aren’t your own?
At JULE, we primarily draw inspiration from places. It’s the atmosphere of iconic hotspots, the quiet luxury of members clubs, and the energy of a renowned new nightclub. Each shade tells a story rooted in location, color, and feeling, inviting you to wear a moment. As a result, we’ve partnered with some incredible names in the upscale hospitality and entertainment space — from Tao Group, to Ultra Music Festival Worldwide, to Paraiso at Miami Swim Week, and so many more.
Okay, we’ve made it essentially to the end. One last question before you go. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
Most days, YES!! There are tons of moments — launch days, creative breakthroughs, meeting the JULE community, hitting sales targets, nailing a pitch deck, etc. I do believe in building a life where that level of energy is possible at some point in the day, every day.
Contact Info:
- Website: https://julelipgloss.com/
- Instagram: https://www.instagram.com/julelipgloss/
Image Credits
Models:
Ashelyn Lutrick
Joe El All
Photographer:
Arielle Levy
