UOMA Beauty
With more and more beauty companies widening their foundation shade ranges, challenging outdated conceptions of beauty, and dismissing the fifty shades of pale approach to make-up, the industry is gradually taking steps toward being truly inclusive. And, to be honest, the 'Fenty effect' shouldn't have been necessary to get us here.
UOMA Beauty, a game-changing make-up brand, is continuing the conversation that beauty belongs to everyone.
UOMA is here to question the old guard and usher in a new age of global beauty muses, unapologetic about their quest to produce high-quality make-up items affordable to people of all skin tones, ethnicities, and backgrounds.
UOMA, founded by Sharon Chuter, a former LVMH executive, offers a hero collection of 51 foundation shades in six different formulations to suit your skin type and color. 'To represent the changing face of skin tones across the world'.
However, as we all know, there is always work to be done if we want a beauty industry that is inherently inclusive. 'They try, but it comes across as shallow, and it is shallow,' says founder Chuter. These brands' teams are frequently not diverse. So, how do you come up with a solution to a dilemma you don't comprehend? This was the impetus for me to start UOMA Beauty.
'I knew how big the issue was when I began my journey with UOMA Beauty, but boy was I in for a surprise,' Sharon told Glamour. 'It was a lot worse than I had anticipated.' Most of the world's top laboratories, which have been producing top products for decades, had no idea what to do with dark skin.
'Most foundation formulations aren't even checked to see whether they can produce colors in the range V and VI, which correspond to dark skin. Yeah, some brands sell comprehensive color palettes, but the dark shades have never been tested on people with dark skin.'
This is where UOMA enters the photo. There's a product for every aspect of your make-up bag with a wide range of highly pigmented cosmetics like the 'Stay Woke' brightening concealer, the 'Badass Icon' super matte lipsticks, and the wittyly called 'Afro.Dis.Iac' eyeliner inspired by Cleopatra.