Uoma Beauty

Uoma Beauty is a beauty company based in the United States and founded by Nigerian-born Sharon Chuter.[1] The company was first created to focus on inclusive beauty with fifty-one shades of foundation in six custom formulas available when it launched at ULTA Beauty.[2]

History

Uoma was inspired by the Igbo word OMA, meaning beautiful. Sharon Chuter said, “The U in front is shortened from Umu – So it should be umu-oma which means beautiful people, but it’s such a long word and hard to brand so we went with UOMA..."[3] The brand first launched via ULTA Beauty and Selfridges after meeting the representatives at a conference and via a friend respectively.[2] During the Coronavirus pandemic in 2020, the company took part in the BeautyUnited campaign which focused on supporting front-line workers.[4]

During the George Floyd protests in 2020, Chuter created an initiative called "Pull Up for Change" and coupled it with the hashtag #pulluporshutup on social media. The challenge was for other beauty brands to release the exact number of Black employees at their companies on the corporate and executive level, instead of just piggybacking off a trending hashtag. Since the challenge was released brands such as Kylie Cosmetics, ULTA, L'Oreal and Sephora have released demographic data on their employees and executives. The challenge has also ventured outside of the beauty industry, publishing lists from Facebook Google, Netflix, etc.[5]

Collaborations

For the launch of the "Black Magical Carnival Collection", the company partnered Jackie Aina and Patrick Starr to promote it.[6]

References
  1. "Uoma Beauty founder Sharon Chuter: 'Diversity is good for business'". Glossy. 2020-06-18. Retrieved 2020-06-20.
  2. Robert, Yola (August 31, 2019). "UOMA Beauty Is Making Inclusive Makeup A Movement Not A Trend". Forbes. Retrieved 2020-06-20.
  3. "Meet Sharon Chuter, the powerhouse behind new afro-centric beauty brand, UOMA Beauty". Pulse Nigeria. 2019-05-30. Retrieved 2020-07-01.
  4. Eldor, Karin. "These 13 Fashion And Beauty Brands Navigated COVID-19 By Giving Back". Forbes. Retrieved 2020-06-20.
  5. Urquhart, Tira (June 13, 2020). "Kylie Jenner Responds To Uoma Beauty Founder Sharon Chuter's #PullUpOrShutUp Challenge". BET.com. Retrieved 2020-06-20.
  6. Rearick, Lauren. "Jackie Aina & Patrick Starr Joined Forces for a Carnival-Themed Makeup Collection". Nylon. Retrieved 2020-06-20.
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