about
Our Mission
The Beauty Cove is devoted to inspiring clients to love themselves, to feel good about their natural skin, and to achieve their best quality of life through positive living by advocating healthy skin care practices for all skin types and ages.
Our Values
We aspire to encourage positive energy through spreading valuable knowledge about good health and self-care practices; creating a multi-cultural dialogue rooted in heartening optimism, and self-love; and encouraging holistic, natural beauty.
Our Story
“Pure Felicity Beauty Cove started as an idea of a beautiful safe place where people of all ages and skin types can expect to feel & look radiant.”
It all started in a small studio in Long Beach, California, in 2018…
With one desk, a whole lot of ambition, and barely any free time, Pure Felicity Beauty was born. What began as a shared love for skincare, beauty, and creativity quickly grew into a vision for something bigger: a welcoming space where people of all ages and skin types could feel comfortable, cared for, and confident in their skin.
Today, Pure Felicity Beauty Cove is a full-service beauty and skincare spa offering customized treatments designed to help you look and feel your best. We specialize in services such as chemical peels, acne and anti-aging facials, brow lamination, and other beauty and skincare treatments tailored to each client’s individual needs.
At the heart of everything we do is a love for natural beauty, healthy skin, and intentional self-care. Our goal is to make skincare feel approachable while encouraging clients of every age, skin type, and gender to build healthy routines that work for them.
We combine high-quality products, thoughtful care, and modern skincare techniques to create an experience that feels both effective and personal. The products we recommend and feature are carefully selected with an emphasis on professional-quality formulas, cruelty-free options, safe ingredients, and skin health.
Most importantly, Pure Felicity Beauty Cove is about more than beauty treatments. It’s a place to unwind, take care of yourself, and leave feeling a little more radiant than when you walked in.
Healthy skin. Natural beauty. A little bit of felicity. ♡
Jumel Javonillo – Founder/Owner
Jumel began her journey in the beauty industry in 2017 and earned her Esthetician license from Cerritos College in May 2018. From there, she jumped right into the med spa world, gaining hands-on experience in professional skincare, body treatments, and advanced esthetic technologies.
Just three months into her first esthetics position, Jumel was promoted to Lead Esthetician—proof that her passion, attention to detail, and natural leadership stood out early on. She developed a strong specialty in sanitation and safety, skincare maintenance, and working with Bio-Therapeutic machines.
A beauty and fashion lover at heart, Jumel always knew she wanted to create something of her own. As her skills and confidence grew, so did her vision. By late 2018, she turned that vision into reality and launched Pure Felicity Beauty, combining her esthetics expertise with her love for helping others look and feel their best.
