Makeup · United Kingdom / United States
Uoma Beauty
Founded by Sharon Chuter
Uoma Beauty was one of the most consequential inclusive launches to come out of the UK. Nigerian-born Sharon Chuter worked at PepsiCo, Benefit Cosmetics and L'Oréal prior to launching Uoma in 2019 in the UK. The name itself is a tribute: the founder's Nigerian heritage was central to the brand's identity, "Uoma" itself translates to "beautiful" in Igbo. Its complexion architecture was built deliberately for deep skin: the brand created "skin kins", six skin colour groups sharing similar characteristics and needs, ranging from Black Pearl (dark brown skin) to White Pearl (very fair skin). The prestige brand was known for its best-selling 51-shade Say What?! Foundation and gained distribution at Selfridges, Harvey Nichols, Ulta and more. Important caveats: Chuter stepped down as CEO in May 2023, and in December 2023 MacArthur Beauty acquired the brand's intellectual property. Tragically, Sharon Chuter died at just 38 in 2025. Verify current operating and fulfilment status before purchase.
Who it matches
- Depth range
- Fair, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Prestige
- Finish
- Natural
- Coverage
- Medium, Full
Hero products
- Say What?! Foundation (51 shades)
- Black Magic Lipstick
- Stay Woke Concealer
- Drama Bomb Mascara
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