The rise in beauty brands’ extensive shade ranges has shown that inclusive product launches aren’t a trend, but crucially important for validating a person's identity. While there's still room to improve shade and undertone selection, more companies are taking matters into their own hands to help POC feel represented. Take UOMA Beauty, which launched at Ulta, as an example. UOMA is a newly released brand offering makeup to include people of color in a way that brings African culture to the forefront.
Chuter says UOMA as an "Afropolitan" makeup brand, which she explains is the culture that connects people with Afro roots. "The first thing to understand about the ‘Afro’ is that Africa is the most racially diverse continent on the planet. You go all the way to South Africa where you have people of every color who are Caucasian, in Egypt you have beautiful Arabs, go into West Africa you’ll find brown people, and go to South Sudan, you’ll find people who are of the deep dark shades."
"Afropolitan is like this merge, this celebration of everything that’s ‘Afro’ all the way from the bottom of Africa to America to Haiti to Jamaica to Cuba to even the UK," Chuter says. "UOMA’s place is where you’ll find a lot of ‘Afro’ origins."
To ensure her brand was inclusive of all those Afro identities, the total lineup of products includes 51 shades of its hydrating Say What?! foundation, 17 shades of “Stay Woke” concealer 16 colorful hues of the Badass Icon matte lipstick, eight shades of Boss Gloss, the "Blackety Black" water resistant Afro.Dis.iac liquid eyeliner, five shades of its Double Take highlighter and contour stick, and three Black Magic eyeshadow palettes with 10 shades in each.
I can't wait to try this cosmetic collection. UOMA Beauty is available at UOMABeatuy.com and Ulta.com I love that Chuter celebrates African culture and authentic inclusive products into the hands of beauty lovers in all shades and undertones. Simply Beautiful