Why You Need To Know This (Epic) New Beauty Brand
Source: Uoma Beauty
There’s nothing we love more than discovering a new beauty brand, especially one that’s as dope as Uoma. Uoma (pronounced uh-mah) translates into beautiful in the founder’s mother tongue Igbo, the native language of south-eastern Nigeria. The brand celebrates African culture – and inclusivity as a whole – in a major way, and we’re SO here for it. But it’s not just the ethos we’re loving, the products look seriously dope; the foundation is revolutionary (51 shades in 6 formulas), the shadow pigment is poppin’ and the product names fill us with so much feminine energy. Here’s everything you need to know about your soon-to-be brand obsession….
The Brand Story
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The brand’s Founder Sharon Chuter is by definition a modern day lady boss. Recently crowned one of the most forward-thinking executives in the beauty industry by WWD, she reveals why she created the brand… “The world is beautiful because we are all different and colorful in our unique way and this is why Uoma beauty exists. To celebrate people from all ethnicities, gender, sexual orientation, sizes and of all ages together in a colorful celebration and co-existence.” Now that’s a brand we can get behind.
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And when Uoma says beauty for all, they mean ALL. In a recent interview with BUSTLE, Sharon pointed out that Africa is the most racially diverse continent on the planet. From the fairer skin tones is South Africa to the richer shades in West and East Africa to the Arabic heritage in the Northern regions. Hence why the pigment payoff is unreal and the foundation has 51 shades. So, regardless of whether you’re a “Fair Lady” a “Bronze Venus” or a “Black Pearl,” there’ll be a complexion shade to match your skin tone, a shadow that’ll make your eyes shine, and a lipstick to make your lips look luscious AF. Ok, so now to the juicy deets; the product info…
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The Products
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The foundation: So we had to start with the foundation as, in our opinion, it’s the hero product of the range. Not only does the Say What?! foundation, $39, come in 51 shades but each shade family has its own formula to cater to the unique skincare needs of each shade group. For instance, the fair shade range foundation addresses concerns like hypersensitivity and redness with Aglianico grape extract, which induces hyaluronic acid synthesis, improves collagen production, and detoxifies the skin. Whereas the richer shade range addresses two common skin concerns that Uoma specifies are problems for darker skin tones; dullness and oily/combination skin. While this is a super cool and game-changing idea, we’re interested to see how they wear on different skin types, as of course, not all fair skin is dry and not all deeper tones are prone to being oily.
Source: Uoma Beauty
Complexion products: The range also features a full coverage concealer named Stay Woke, $25, which comes in 17 shades and is lightweight with a satin finish. To sculpt and add definition, Uoma offers the Double Take Contour Stick, $40, a double-ended highlighter and contour tool in six different shades, which is perfect for when you’re on the go.
Source: Uoma Beauty
Lip products: Uoma currently carry three lipstick ranges. The first is the Black Magic Metallic Lipstick, $26, in total there are six shades of the highly pigmented shimmering lipstick, which is infused with nut oil to moisturize the lips. The second is Boss Gloss, $22, which comes in eight shades, all of which have the shine of a gloss and are super long-lasting. Plus, they’re infused with lychee fruit extract to hydrate and protect the lip from UV irradiation. The third and final lip product is their Badass Icon Matte Lipstick, $24, which comes in 16 shades; it’s hella pigmented, nourishing, and long-lasting.
Source: Uoma Beauty
Eye products: To complete the look, Uoma also features three Black Magic Color palettes; Allure, Savage, Poise, $44, with warm earthy tones, rich shimmers, and the occasional pop of color. For added drama, there’s the AFRO.DIS.IAS Liquid Eyeliner, $18, (that name, though) a water-resistant felt tip liner with “Cleopatra ink.”
There’s also brow products coming soon and we’re hella excited to try it all. We haven’t tried the products yet so keep your eyes peeled for a full review! Let us know what you think of Uoma in the comments below.
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