UOMA Beauty is an inclusive color cosmetics brand founded in 2019 by Nigerian-born beauty executive Sharon Chuter, who named it after the Igbo word for beauty. It launched with 108 products at once, among them the Say What?! foundation in 51 shades, built on the tagline that beauty comes in every color and the brand intends to wear them all.
That range was the point: a full shade ladder from the first day rather than an extension added later. Chuter also created Pull Up For Change, the 2020 campaign that pressured beauty companies to disclose how many Black employees they actually had. The brand sold through Ulta Beauty and other major retailers and once carried a valuation reported near fifty million dollars.
Chuter stepped down as CEO in May 2023 and the brand's assets were acquired by MacArthur Beauty LLC in December 2023, a sale she later challenged in court. Sharon Chuter died unexpectedly in 2025 at thirty-eight, and the brand continues to operate under its new ownership from Los Angeles, selling online only with no storefront. Browse the shade range online today.
UOMA Beauty