UOMA Beauty, a leading inclusive black-owned beauty brand, has expanded its offerings with the launch of its sister brand, UOMA by Sharon C. Founded by Nigerian-born, LA and London-based former beauty executive Sharon Chuter, UOMA by Sharon C. made its debut on June 18, 2021, in 3,365 Walmart stores across the United States, as well as online at Walmart.com and UOMAbeauty.com.
The new beauty line shares some similarities with the original UOMA Beauty brand, such as prioritizing staying up-to-date with the latest makeup and skincare trends. However, UOMA by Sharon C. distinguishes itself through different branding, pricing, and a focus on disrupting the clean, inclusive, and sustainable beauty movements. The entire range retails between $6 and $24, making it accessible to a wider audience.
UOMA by Sharon C. offers a variety of products, including foundations, skincare, lip stains, and eye makeup. The brand aims to challenge outdated beauty standards and promote an inclusive community that celebrates individuality. Its formulas are vegan and cruelty-free, made with naturally sourced ingredients, and the packaging is either fully recyclable, biodegradable, or made from alternative sources such as corn and cassava. The brand avoids using sulfates, parabens, or phthalates in its products.
Sharon Chuter has expressed her dissatisfaction with the term “clean beauty” and the industry surrounding it, stating that it often lacks scientific backing and can be exclusive due to higher price points. With UOMA by Sharon C., Chuter aims to provide better ingredients sourced from nature and use eco-conscious and recyclable packaging while maintaining an affordable price point.
The new beauty line includes both skincare and makeup products, as well as makeup with skincare elements. For example, the oil-free, 30-shade foundation range provides buildable coverage while incorporating hydrating and brightening skincare ingredients. Other products in the line include cleansing wipes, a vitamin C serum, glossy lip tints, and mascara.
UOMA by Sharon C. is a testament to Sharon Chuter’s commitment to creating inclusive, affordable, and environmentally conscious beauty products that cater to a diverse range of consumers. With its launch in Walmart stores and online platforms, the brand is set to make a significant impact on the beauty industry.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.