Makeup · United States
Omolewa Cosmetics
Founded by Irene Dele-Adejumo
Omolewa Cosmetics is a founder-led, smudge-proof makeup line built for women of color and stress-tested in West African humidity. Omolewa is the founder's middle name, meaning 'Beautiful Child' in Yoruba. It was founded by beauty entrepreneur Irene Dele-Adejumo, who built the brand to celebrate diversity and encourage women to live boldly. She launched internationally in Ghana, though products are made in the US, intentionally testing them in Ghana's hot, humid climate, building long-wearing, smudge-proof formulas because women aren't sitting still all day. The vegan, cruelty-free, paraben-free range includes lightweight water-based foundations that look and feel like natural skin, plus HD primers that blur fine lines and help makeup last. The discovery angle: a US-made, West-Africa-tested indie carried by curators like Marjani and Melanin Factory. Honest caveat: I confirmed foundation and primer but should verify a dedicated concealer or corrector SKU before claiming one.
Who it matches
- Depth range
- Light, Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Mid-range
- Finish
- Natural
- Coverage
- Medium
Hero products
- Water-based Foundation
- HD Primer
- Without Fail Palette
What it targets
- vegan
- cruelty-free
- paraben-free
- long-wearing
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