UOMA Beauty And Sharon Chuter Bring Accessible Beauty For All To Walmart


Forbes | June 23, 2021


Women of color have long had difficulties finding inclusive beauty products suited for their complexions. Fast-forward to 2021, and brands that cater to the diverse customer base have exploded. Walmart is taking a step by launching UOMA Beauty by Sharon C available online and at more than 3,000 Walmart stores.


Created by Sharon Chuter, a beauty industry veteran, UOMA Beauty is “forward-thinking, radical and uncompromising,” Walmart said in announcing the brand. The range is inspired by Chuter’s African heritage and is inclusive of all skin tones with foundation available in 30 shades.


In addition to foundation, the collection includes natural cleansers, serums, volumizing mascara, hybrid lip stain and gloss and waterless eco-cleansing wipes, created with naturally derived, vegan, cruelty-free sustainable formulas, packaged in 100% recyclable materials with affordable price points ranging from $5.99-$23.99.


“Beauty comes in every color, budget and lifestyle,” Chuter said. “We’re stepping away from established beauty norms of being ‘category -led’ and, instead, recognizing the reality that we’re serving a new age of category-agnostic shoppers.


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