There’s no denying that the beauty world is more diverse than ever, with a growing number of brands embracing inclusivity at a time when 40 shades of beige no longer cuts it. But there’s a new kid on the block that’s going above and beyond to make sure women of all colors, backgrounds, and skin types are covered. Enter: UOMA.
Created by Nigerian-born Londoner Sharon Chuter, a former LVMH chairwoman who’s recognized as one of the most forward-thinking executives in the beauty industry, UOMA is “dedicated to all who’ve been left out”. Having worked for numerous leading beauty brands, Benefit Cosmetics and L’Oréal included, Chuter felt there wasn’t enough being done to spark a change.
“I could never understand why we live in an age of prescriptive beauty, a monolithic existence where individuality and uniqueness have been left by the wayside and instead a singular idea of what beauty should look like is the status quo”, she explains.
The name itself (pronounced oh-ma) means “beautiful” in Igbo (one of the main languages spoken in Nigeria) and perfectly encompasses the brand’s aim of creating an “empowered tribe” for all women. This is about makeup for women of all colors, created by women of all colors.
Despite its recent launch, UOMA is already making waves in the industry thanks to its revolutionary approach to complexion products. Not only does it offer a whopping 51 shades of its ‘Say What?! Foundation’, but the brand also matches them to skin tones using the Fitzpatrick scale (which measures the skin’s reaction to the sun). So, there’s not one, not two, but six different formulas catering to the needs of different skin types. Not to mention it’s vegan, cruelty-free, and brimming with skin-loving ingredients. It’s no wonder model Halima Aden’s a fan.