About Us

About Pure Felicity Beauty

Our Mission:

Purefelicitybeauty.com aims to inspire readers to love themselves, to feel good about their natural skin, and to achieve their best quality of life through positive living. The website advocates healthy skin care practices for all skin types and ages.
Pure Felicity Beauty Spa is a full service beauty care spa for people of all ages specializing on skincare spa services such as chemical peels, acne and anti aging facials, Brow Lamination, Lash Extensions, Makeup as well as other beauty related services.
Our story began in 2018 in a small studio in Long Beach, CA. With only one desk and next to no free time, our company was born. Our passion for skincare and collaboration brought our vision, and lashes, to life. Pure Felicity Beauty started as an idea of a beautiful safe place where people of all ages and skin types can expect to feel & look radiant.
Purefelicitybeauty.com is a digital publication, scheduling of services, and e-commerce website devoted to natural beauty, skin-care, and healthy living.
Launched by the esthetician Jumel Javonillo and co-founder Dawn Perkins in December 2018, Purefelicitybeauty.com is designed to inspire people of all ages, skin-types and gender to take care of their skin and follow healthy skin-care regimen practices.
The digital publication features beauty product reviews; delicious recipes for a healthy lifestyle; fitness and weight loss guidance; niche articles for individuals with mature/aging, hormonal-teen, medium-oily and normal-dry skin types; tips on career and family management; and tips about love and romance.
Our services bring together the finest materials and innovating skincare techniques to create something very special. We believe in quality, care, and creating a unique experience that everyone can enjoy. We bring you refreshing and rejuvenating healthy skincare in each and every session that represents what we love about the beauty industry. We hope that our love for caring for natural skin inspires you to help us take care of yours.

Our Values

Since the establishment of the website, the editors of Purefelicitybeauty.com have aimed to encourage positive energy through spreading valuable, helpful knowledge and resources about good health and self-care practices; create a multi-cultural dialogue rooted in heartening optimism, and self-love; and encourage holistic, natural beauty using CBD products.

The products endorsed on Purefelicitybeauty.com are always dermatologist approved and cruelty-free. Furthermore, products that are featured on the site are minimally processed and utilize high-performing, safe ingredients. Most importantly, these products do not pose potential health risks to consumers.

Who We Are

Founder / Esthetician

Jumel Javonillo began her journey in the esthetician industry in 2017 and graduated with her Esthetician license in May 2018 at Cerritos College. 
Javonillo started her esthetician career at multiple medical spas right out of school where she mastered her specialty in body treatments, professional skincare maintenance. After working just three months at her first esthetics job, Javonillo was promoted to Lead Esthetician. Her expertise focuses in Sanitation and Safety, working with Bio-therapeutic Machines, and Lash and Makeup Artistry. She has worked with over 1500 skin care types at her first job in a medical spa.  A Fashion and Beauty Enthusiast at heart, Javonillo's ambition in the beauty industry moved her to develop her skills that lead her to build her own company. After gaining enough confidence and experience, she sought to open up her own business and thus Pure Felicity Beauty was born.
She launched Pure Felicity Beauty with the help of her co-founder Dawn Perkins in late 2018.

Co-Founder / Executive Editor 

Dawn Perkins is a Long Beach State alumna with a bachelors in Journalism.
Despite being a Journalism major, Perkins has a specialty in Public Relations, Marketing, Advertising, Photography, Video and Brand Development. 
Perkins is a Chicago native living Southern California developed Pure Felicity Beauty with Javonillo due to her skills in digital media and marketing expertise.
Since 2018, Perkins has worked as a marketing intern for Dr. J's Naturals (Huntington Beach, CA) and as a video editor for Imperial Digital Marketing (Long Beach - Irvine, CA). Simultaneously, she worked as a Broadcast Journalism intern at 22 West Media and a contributing editor at 22 West Magazine at California State University, Long Beach.
Perkins is a beauty industry fanatic and sought out to be a part of a developing brand in beauty industry. She then began to work at the late eyelash supply Meraki Lashes, LLC. (Carson, CA) in 2018-2019 and then branched into working as a Marketing Director and PR Specialist at the growing Beauty & Eyelash Accessory brand Cammy Nguyen, LLC. in Redondo Beach, CA.
Perkins developed Pure Felicity Beauty with Javonillo to advance their family business and bring out her skills in website building and branding.