UOMA Beauty: The Inclusive Brand Changing Beauty Norm

Sharon Chuter, Nigerian-born entrepreneur and beauty therapist discovered UOMA Beauty cosmetic brands in 2019. The name UOMA was inspired by the native Igbo language word “OMA” which means beautiful while the “U” at the front of the word means “Umu” or people, hence UOMA means “Beautiful People”. Since its inception, the brand has quickly gained attention for its push for inclusivity and the launch of extensive options of foundation shades made for different skin tones.

“I got to a point where I spent more time complaining about things, and whenever I get to that point, I tell myself: pull up or shut up.”- Sharon Chuter.

UOMA founder and CEO has resolved to advocate for awareness and enhance inclusivity and diversity in the beauty industry. This is the reason why she is using her products to celebrate the uniqueness in beauty of individuals from diverse backgrounds.

One of the ways through which UOMA is fighting for improved inclusivity and diversity in the beauty world is through the “AFROPOLITAN” concept which promotes a global mindset that goes beyond the traditional beauty boundaries. This concept makes the brand create products that work for different people of diverse ethnicities, skin tones, and cultural backgrounds. The brand’s commitment to inclusivity and diversity is not only reflected through the product range, they are portrayed in their marketing and communication channels and strategies.

UOMA offers 51 unique shades that cover a wide range of skin tones, and most of these extensive shades address the often-overlooked needs of those with darker skin tones. With its efforts to include people of deeper skin complexions in its shades, the UOMA brand has received accolades for its new foundation offerings. These accolades have recognized the fact that beauty products should not be aimed at light and medium skin tones only.

Aside from numerous foundation shade products, the brand has been recognized for launching other vibrant and bold color cosmetics with innovative packaging that reflects the brand’s artistic prowess. The ability to promote self-expression and individuality is the hallmark of the UOMA brand’s capabilities.

UOMA's range of shades includes popular options like Black Pearl T1c, Brown Sugar T1w, Bronze Venus T1n, First Lady T2, Honey Honey T4, and White Pearl T1. These shades are crafted for diverse skin types, including extremely pale skin, to thicker and sensitive skin types. The ingredients used in their formulation meet industry safety standards and they have been certified safe for human use.

UOMA brand didn’t stop at making great products that promote inclusivity and diversity, they actively engage a community of people from different backgrounds via their social media platforms. They promote discussions among their followers particularly on beauty standards, and they also provide advice to people on how to handle their beauty challenges with the most appropriate products. Sharon Chuter remains an advocate who challenges beauty brands on issues surrounding inclusivity and diversity. She also advocates for more transparency in brand practices.

With more women of color beginning to embrace their individuality, attention is now shifting to specialized skin products that will match their needs and preferences. UOMA brand continues to evolve and recognize the need to formulate skin care products to meet the present and future needs of its followers.