Djulicious: The International Beauty Mogul Paving the Way for Other Women Entrepreneurs
Photo courtesy of Julie Belijio
written by Yasmina Victor-Bihary
On a Wednesday night in Paris, I grabbed a cup of coffee and waited to join Julie Beljio, also known as Djulicious, for our virtual interview. Six hours and 4,603 miles away, she was in Miami. Djulicious, a fellow Guadeloupean woman, had an openness to her. Full of personality, the beauty CEO was warm and welcoming and bestowed a plethora of knowledge about her experiences in beauty, business, all things Caribbean, and more.
The following is an up-close and personal chat with the beauty mogul.
You’re a CEO, a professional makeup artist and content creator. How did you get started?
I grew up between Guadeloupe and Paris, France. I’ve always been drawn to the beauty industry. I attended high school in France and went on to earn a degree in chemistry.
Later, I attended a spa training session hoping to open one. Along the way, I rechanneled towards a new discovered interest –makeup. At the time [in France] I couldn’t find makeup products for my skin color. I could only find beauty items made and tailored for white or light skin which felt frustrating.
I started looking for a training session in the field as I considered the creative side of makeup. I see makeup as a way of self-expression and this is one of the reasons why I’ve chosen this job.
Talking about creativity, I recall my first experience as a professional makeup artist. I was working at a MAC Cosmetics store. I was aware that there were a lot of beauty standards that didn’t match what I grew up around. I wanted vibrant colors as I had always enjoyed back home in the Caribbean, which contrast sharply with nude and subdued colors – the European norm. I was sick of those standards and diktats.
As a result, I knew that I would be self-employed and start my own brand. Around 2013-2014, I launched a YouTube channel where I started to freely share my makeup, professional tips, travels and makeup sessions on movies’ sets for the sake of sharing. I had no notion of marketing and content creation was still in its infancy, not as professionalized as it is today.
How do you manage multiple roles in your daily life?
One could qualify me as a “slasher” [serial entrepreneur] but I connect the dots between my different passions and professional choices. I recently got the opportunity to act in Guadeloupe (in a TV series soon-to-be broadcast on local channels). I always had an interest in acting and dancing. I remember my presentations as a kid in the Arts and Culture Center of Pointe-à-Pitre.
Whether it’s influencer marketing, content creation, or acting, it has all to do with art, creativity and self-expression, which are major drivers in my life.
[Additional Read: Trailblazer Racquel Moses on Climate Change, Gender Equality and the Future of the Caribbean ]
What is the story behind the name “Djulicious?”
“Dju”, was my nickname as a kid, which was related to the fact that I was “a sweet and polite kid.” When I grew up, I was called “Juju” or “Djuju.” When I turned 23, I organized a birthday party called Djulicious Big Party, as a rite of passage. My nickname which symbolized young Julie going into adulthood was coined “Djulicious.” I poured myself into this party. There was a bodypainting workshop, a big dance representation and more. The message I wanted to convey was “Be yourself, find your own Djulicious, enjoy the party.”
Djulicious Cosmetics lip collection
As an international business owner. What are some of the biggest obstacles you faced?
I intentionally crafted a French brand, to offer something different to Black women in the French market.
As a business owner, I make pleasure a priority. It’s been 10 years since the launch and it’s been an honor to have clients from non-French speaking countries.
One of my biggest challenges has been funding and it feels even more difficult as a Black woman, as our business development may take longer. A few years ago, we received an order from a Dubai supplier network. We needed funds to be able to fulfill the order and delivery of products. I then went to the bank. After being turned down several times, one bank adviser even said “You’re not Fenty, why would it work out?” It hurt. But this is a painful reality shared by fellow Black women entrepreneurs. We ended up losing the client. But I overcame this setback, coming to the conclusion that it was just not the right time.
Also, among the most absurd implied rules, there is the infamous have-a-male-business-partner rule. I had to use a man’s name in my business email address to be taken seriously.
Could you talk about the best memories that you’ve experienced on your professional or personal path?
I have many beautiful memories collected along the way, whether it be the publications in magazines, with my team, or my A clients. When I disappear from social media, I receive messages from my top clients or community, who ask for me. I’m deeply touched.
Djulicious has been the first brand in France to do American-style collaborations. I’m proud of the campaign we did with six influencers for the launch of a lipstick, a few years ago.
I make a point of breaking the status quo, especially for our evening launches. There are dance and pole dance shows, and a lot of food. I want my guests to have fun and get comfortable!
How do you define beauty?
Beauty is for me is impalpable and emanates from flames. It’s a movement. It is on us to nourish it. It embodies the strength of incandescence, which is invisible. It makes itself seen in actions or people.
You currently reside in the U.S. and offer your services for Carnival in London as well. How do you keep your Caribbean identity in Europe and in the U.S.? Is there any substantial difference?
I've been a globetrotter since birth and my company is France-based. I wear my Caribbean identity as freely as I can. My Mom has always been short-haired; she taught me adaptation ability, to take my own baggage so to speak, and to share. When I say I’ve been a globetrotter since birth, I mean it. I was three months old when I took the plane for the first time. My mom pumped breast milk for me and here I am, feeling the most home when I’m on a plane.
I discovered racism once I arrived in France for my studies. I even considered applying for a university in Miami.
There’s a sense of unity and connection when I think of our Caribbean islands. Like the “migan of breadfruit” (a Guadeloupean/Caribbean dish composed of several and various ingredients) we’re born of a mix, a melting pot. We have all the resources we need in the Caribbean and we’re able to do everything: chocolate, rum, pigments…
The language barriers remain but we manage to overcome them. We just lack manufactures in some of our islands.
Who are the Caribbean women who inspire you?
First, my mom. Everything comes from her, I was born prematurely. She has incredible strength.
Then, I think of Jocelyne Béroard (a famous Martinican singer who belongs to the internationally known West Indian music group Kassav’). When I see her, when she expresses herself, I feel that something ties us.
And finally, Maryse Condé the famous literary giant from Guadeloupe. My mom took care of her as a nurse in France, that’s when I had access to her books. I loved her accent, which was reflected in the tone of her books, as she used Creole words in her writing. She encouraged my mom to send me to the U.S., that’s how I ended up staying for a few weeks with a host family in Miami when I was younger.
Photo courtesy of Djulicious Cosmetics
Looking back, what would you say to the younger teenage version of yourself and what would she say back to you now?
I would tell the young Julie: “Be yourself. Save money, it will be useful.” And she would tell me in turn: “Don’t let age and comfort scare you and take the best out of you. Don’t let ‘comfort’ turn off your flame.”
How would you describe yourself as a person?
I’m someone who enjoys life to its fullest. I choose to see the glass as half-full, and am always ready for a new adventure.
Djulicious Cosmetics can be purchased online, at local beauty supply stores in Paris and at various boutiques in the French Caribbean. To learn more about the founder you follow her journey on social media. Visit Djulicious Cosmetics by clicking here.
