Echeveria Juliana is described as a new species based on collections in the Rio Piaxtla Canyon, in the Sierra Madre Occidental near the border between the Mexican states of Sinaloa and Durango. This species appears to be related to E. tobarensis from Durango. It differs in the size of the rosette, its pale pink color, shape and pruinosity, as well as corolla size, color of the carpels, and its obovate leaves. The new species grows at an uncommonly low altitude of 360 m (1080 ft) in tropical deciduous forest. It belongs into the series Urbiniae as it lacks an evident stem or tuberous roots, and by the possession of a secund inflorescence and a long urceolate corolla.