Pure Beauty

Taking inclusivity further: Uoma Beauty launches in UK

By Becky Bargh | Published: 14-May-2019

The Afropolitan brand has overtaken Fenty Beauty with its foundation shade range, offering a 51-strong line-up

Afropolitan beauty disruptor Uoma Beauty has made its UK debut at Selfridges.

Pronounced Oma, meaning ‘beautiful’ in Igbo, the native language from south-eastern Nigeria, the brand was founded by ex-LVMH executive and beauty veteran Sharon Chuter.

Born in Nigeria, Chuter was frustrated in the lack of beauty products for her skin tone, and after moving to Australia she still found women of colour were underrepresented in the beauty industry.

Taking inclusivity further: Uoma Beauty launches in UK

Inspired by Africa’s cultural heritage and its iconic history, including Cleopatra and Nefertiti, the brand was built on the foundations of inclusivity, featuring a 51 shade-strong foundation collection.

It also stocks two lipstick ranges, a contour and highlight stick, eyeliner, eyeshadow palette and liquid eyeliner.

The products are also stocked at Ulta Beauty.

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