THE WHAT? Uoma Beauty Founder Sharon Chuter has announced the launch of a new brand, Uoma by Sharon C., which will be sold exclusively via its own website and Walmart.
THE DETAILS Set to go live today, Chuter, who founded the Pull Up For Change campaign following the BLM movement, has created a range of skin care and color cosmetics, with prices ranging from $6 to $24.
The new line includes a 30-shade foundation range, natural cleansing oil and a volumizing mascara.
THE WHY? Chuter described the range as ‘delivering on our promise to continue to set the bar for true non-performative inclusive beauty.’
She continued, “Beauty comes in every color, budget, and lifestyle. We are stepping away from established beauty norms of being “category-led” and, instead, recognizing the reality that we are serving a new age of category agnostic shoppers. I am excited to show a new dimension to the UOMAverse – a CARE focused dimension. High performing products for the selfishly selfless! I have always despised the term “clean beauty” and the industry around it – it’s less science and more misinformation, half-truths, and hysteria.
“Worst of all, clean beauty is the least inclusive space in beauty. I am delighted to be able to bring a balanced, science-forward, mumbo jumbo-free line into this space. Best of all, inclusivity is still at the heart of this range, along with price accessibility, high performance and the intersectionality between caring for ourselves yet being mindful of the planet we live in.”