Uoma Beauty, founded by Nigerian-born entrepreneur Sharon Chuter in 2019, is a trailblazing cosmetics brand that champions inclusivity and diversity in the beauty industry. The name "Uoma," meaning "beautiful" in Igbo, reflects the brand's mission to celebrate beauty in all its forms. Offering a wide range of products for diverse skin tones and types, Uoma Beauty is renowned for its high-performance makeup, including the notable Say What?! Foundation, celebrated for its extensive shade range and customizable formulas. Beyond its innovative products, Uoma Beauty has been at the forefront of social advocacy, leading initiatives like the #PullUpOrShutUp campaign to promote transparency and representation in the beauty and corporate sectors. Uoma Beauty not only provides bold and vibrant cosmetics but also fosters a movement of self-expression and cultural diversity, pushing for a more inclusive beauty industry.
The brand ran into financial difficulties in early 2023 and was unable to keep up with accelerating customer demand. In November 2023, Blue Rhino Capital, LLC, in partnership with the MacArthur Fund, stepped in to turn around the company. After acquiring all of the assets and intellectual property of Uoma, the team has taken control and is in the process of rebuilding trust and brand reputation with customers, vendors, manufacturers, and other key stakeholders.