With an initial 17-product range comprising skin-care and color cosmetics priced between $6 and $24, Uoma by Sharon C. positions itself as "attainable and unapologetic." Per the brand, its formulas are vegan and cruelty-free, its packaging is 100% recyclable and it seeks to incorporate sustainability into the mass-market beauty space.
"The launch of Uoma by Sharon C. is delivering on our promise to continue to set the bar for true non-performative inclusive beauty," said Chuter, via a press statement. "Beauty comes in every color, budget and lifestyle. We are stepping away from established beauty norms of being 'category-led' and, instead, recognizing the reality that we are serving a new age of category agnostic shoppers.
The 17-product range includes foundation , water-activated cleansing wipes, an oil cleanser, a vitamin C serum available in two differing potencies, a tinted lip oil and volumizing mascara. The inclusion of skin-care formulas is a departure from Chuter's existing Uoma Beauty range, which offers solely color cosmetics.In addition to making high-performing, Black-owned beauty products more accessible via Uoma by Sharon C.
"I have always despised the term 'clean beauty' and the industry around it — it's less science and more misinformation, half-truths and hysteria. Worst of all, clean beauty is the least inclusive space in beauty," she said, in a statement. "I am delighted to be able to bring a balanced, science-forward, mumbo jumbo-free line into this space.
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