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Uoma Beauty: Foundation for the Post-Fenty World

Sharon Chuter sees your 40 shades of foundation, and she’s not impressed.
Watching beauty’s post-Fenty race to launch foundation ranges composed of as many shades as possible, the industry veteran was unexcited by what she saw as a surface-level competition.
“Diversity became a hot topic that every corporation was trying to tick off their list,” said Chuter, who has worked for beauty giants such as LVMH, Revlon and L’Oréal. “As a person of color, I was looking at it and there was no depth to it — it was shallow. Everybody was looking for quick wins — [adding] shades is a quick win.”
So Chuter decided to launch her own brand, Uoma Beauty, inspired by her African heritage yet designed to be inclusive for people of all ethnic backgrounds, with products that can be used and promise to look good on any skin tone. The line is set to launch first at Selfridges on April 17 and then roll out to ulta.com and uoma.com on April 26 and 200 Ulta Beauty stores on May 3. Uoma counts foundation as its star product, but includes a wide assortment of items in the complexion, lip, cheek and eye categories. Prices range from $18 for an

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Via:: https://wwd.com/beauty-industry-news/color-cosmetics/uoma-beauty-foundation-for-the-post-fenty-world-1203086802/