UOMA Beauty works in the inclusive beauty space, with a particular focus on makeup essentials that cater to diverse skin tones and preferences. The brand follows a modern approach to cosmetic care by targeting concerns like limited shade ranges and exclusionary marketing practices in skincare.
The UOMA brand offers various makeup essentials that span categories like face, eye, lip, brows, and minis. Such essentials include foundations, concealers, lipsticks, eyeliners, makeup sponges, and primers. The brand also offers limited-edition collections and curated bundles to keep its product experience dynamic.
This review will examine UOMA Beauty's product lineup, brand structure, and positioning within the beauty market. It will also consider aspects such as formulation, accessibility, and representation in advertising and product development, to help you provide a balanced assessment of the brand’s identity and offerings.
UOMA Beauty is known as a cosmetics brand founded by Sharon Chuter. The brand offers products designed for a broad range of skin tones, including deeper complexions.
One of the brand’s distinguishing features is its shade range in complexion products, such as the Say What?! Foundation, which is available in over 50 shades.
Other products include Drama Bomb Mascara, described as a lightweight formula for lash enhancement, Badass Icon Matte Lipstick, which has a satin-matte texture, and Trippin Smooth Powder, which is formulated to create a matte finish.
UOMA also provides a digital “Shade Finder Quiz” to assist you in selecting foundation and complexion products. The quiz includes questions regarding skin tone, undertone, and preferred finish, and generates product recommendations based on responses.
UOMA Beauty’s Say What?! Foundation may help support long-lasting wear. As per the official site, Say What?! Foundation comes in 51 shades divided into six “Skin Kin” groups, which cater to distinct undertones and complexion concerns, such as redness, dark spots, and enlarged pores.
Each of the 6 Skin Kin categories contains a slightly different composition to support common concerns within each skin tone group. The White Pearl range includes Pseudanabaena Galeata extract, which may provide soothing and antioxidant benefits to support skin nourishment. Fair Lady variant contains grapefruit extract, which may support collagen production and strengthen your skin’s natural defense against UV-induced aging.
Bronze Venus variant includes green tea leaf extract, which contains epigallocatechin gallate (EGCG) that may delay premature signs of skin aging by lowering inflammation and free radical count. Tomato leaf cell culture in the Black Pearl variant contains lycopene, which may help protect melanin-rich skin from environmental stress by reducing the formation of reactive oxygen species (ROS).
Across all formulas, common base ingredients include dimethicone to support smoother application of active ingredients, while glycerin may support moisture retention and minimize concerns like dry skin. Pigment stability and color consistency across all shades are maintained using mineral pigments such as titanium dioxide and iron oxides.
The makers state that Say What?! Foundation utilizes a biomimicry pigment technology, which may adjust to your skin’s natural tone for a matte, skin-like finish.
Badass Icon Matte Lipstick may provide a highly pigmented lip color and could glide on smoothly and set to a true matte.
As per the official site, the Badass Icon Matte Lipstick comes in color hues of Eartha, Ruby, Maya, and Elaine. The texture of Badass Icon Matte Lipstick may also feel silky and non-drying, which might make it compatible for extended use.
UOMA’s Badass Icon Matte Lipstick features carnauba wax, a plant-derived emollient that may help form a moisture barrier and soften the lips. Due to its water-resistant properties, carnauba wax might also support longer-lasting hydration and minimize concerns like chapped lips. Beeswax is also added to Badass Icon Matte Lipstick, which may help protect your lips from environmental irritants while softening them.
The makers also added polysilicone-11 in Badass Icon Matte Lipstick, which may create a flexible film on the lip surface that could fill in fine lines and give your lips a smooth appearance. Dicalcium phosphate may aid in pigment binding and enhance uniform pigment dispersion, ensuring even color coverage.
As per the official site, Badass Icon Matte Lipstick is free from parabens, talc, fragrance, and D5 (decamethylcyclopentasiloxane). For precise application, the makers suggest using Badass Icon Matte Lipstick directly or with a lip brush.
Drama Bomb Extreme Volume Mascara may provide a visible lift, volume, and definition for different lash types. It comes as an hourglass-shaped wand that may help reach and coat even shorter eyelashes in a single stroke.
As per the official site, Drama Bomb Extreme Volume Mascara is water-resistant, smudge-resistant, and flake-resistant, increasing compatibility for extended wear.
The mascara also contains a mix of conditioning ingredients that may support lash strength and health, such as cold-pressed avocado oil, castor oil, and golden jojoba oil.
Cold-pressed avocado oil contains oleic acid, which may penetrate the lash shaft and help retain moisture by reinforcing the lipid barrier, potentially reducing lash breakage.
Meanwhile, castor seed oil contains ricinoleic acid, which may enhance blood flow to hair follicles. Such effects may support nutrient delivery and follicular activity that could promote eyelash growth.
Golden jojoba oil could mimic sebum, allowing it to integrate with natural skin oils and help maintain lash flexibility and decrease brittleness.
The makers also added rice bran and synthetic beeswax to Drama Bomb Extreme Volume Mascara, which may contribute to thickening and smoothing effects without heavy clumping, thereby allowing for layering.
The Stay Woke Luminous Brightening Concealer could help fade the excessive appearance of dark circles, discoloration, and signs of fatigue. It may offer full coverage with a lightweight, satin-like finish that might resemble your natural skin texture.
As per the official site, the Stay Woke Concealer comes in 20 different hues, such as Black Pearl (T3), Brown Sugar (T1), Bronze Venus (T1), and White Pearl (T2).
Stay Woke Concealer contains synthetic fluorphlogopite, a mica-based mineral that may reflect light across the skin’s surface. The optical dispersion could help scatter visible light, which may visually reduce the depth and darkness of under-eye shadows.
Isohexadecane and isononyl isononanoate are also included to form a thin, breathable film on the skin. Such effects may help smooth your skin’s microtexture, enhancing concealer spreadability and reducing friction during application.
Vitamin E (tocopheryl acetate) in Stay Woke Concealer may function as a lipid-soluble antioxidant, helping protect skin cell membranes from oxidative stress that may worsen discoloration or dryness. Butylene glycol may attract water molecules into the stratum corneum, which could improve hydration and help support a plump, even-toned appearance.
For use, the makers suggest initially moisturizing the under-eye area before application. You may then apply the Stay Woke Concealer with your fingers, a sponge, or a brush using light, even strokes for a more seamless finish.
UOMA Beauty’s Trippin Smooth Powder may provide a soft-matte finish, which might help blur the appearance of pores, smooth fine lines, and minimize excess oil (sebum) production.
The Trippin Smooth Powder can be used for setting, baking, or priming. As per the official site, it comes in light, translucent, rich tan, deep, and honey undertones.
Silica in Trippin Smooth Powder may aid in oil absorption and contribute to the powder’s matte finish. A silicone-based compound called dimethicone/vinyl dimethicone crosspolymer is also included to help improve skin texture and allow smoother application. Ethylhexyl palmitate may work as a lightweight emollient that may help maintain softness without clogging pores.
The Trippin Smooth Powder also features Ganoderma Lucidum (mushroom) extract, which has antioxidant and anti-inflammatory properties. It contains polysaccharides and triterpenoids that may reduce inflammation by influencing cytokine activity and suppressing pro-inflammatory mediators.
As per the official site, Trippin Smooth Powder comes in a twist-to-dispense container, which could help minimize mess and reduce waste. You may apply it in multiple ways depending on the desired finish by either lightly dusting over makeup to set, pressing into the skin for longer wear, or using it underneath foundation for added oil control.
Black Magic Color Palette by UOMA offers a mix of bold pigmentation colors, which are lightweight and water-resistant. Each palette combines matte, metallic, and shimmer finishes that may support blendability, color intensity, and extended wear.
The Poise Palette includes a mix of earthy neutrals and metallic tones, such as matte browns and shimmering golds. Allure Palette features jewel-toned shades in both shimmer and matte finishes, with colors like gold, lime green, pink, and royal purple. The Savage Palette offers metallic hues paired with deeper matte shades, such as silver, coral red, and smoky blue.
Black Magic Color Palette’s shimmer and sparkle effects may be attributed to ingredients like polyethylene terephthalate, synthetic fluorphlogopite, and calcium titanium borosilicate, which may help improve light reflection and shine. Emollients like squalane are included to help support smoother application and minimize dryness. Polymers like hydrogenated styrene/isoprene copolymer and polyurethane-11 may contribute to better wear time and adhesion.
Matte shades such as Romantic, Love, Ọsun, Lush, and Opulence are made with a soft-focus base that may allow smooth blending and layered application. These formulas include stabilizers and texture-enhancing agents that may improve shelf life and usability.
UOMA’s BROW-FRO Baby Hair is a retractable brow pencil that may support natural-looking brows through hair-like strokes. The pencil has a built-in spoolie brush to help shape and prep the brows. Brushing the hair upward may highlight sparse areas for targeted filling, while brushing downward may reveal the brow’s upper line for refined definition.
BROW-FRO Baby Hair features ingredients like hydrogenated palm kernel glycerides and hydrogenated vegetable oil. These may function as occlusive agents by forming a barrier on the skin that may reduce transepidermal water loss and promote a smooth application.
Ingredients like Copernicia Cerifera (carnauba) wax, paraffin, and beeswax are also included in BROW-FRO Baby Hair to provide structural support. These ingredients have a high melting point, which may allow the pencil to maintain shape and deliver precise lines under pressure.
Ascorbyl palmitate, a form of Vitamin C, may support collagen maintenance and offer mild skin-brightening effects. Citric acid may adjust the pH of BROW-FRO Baby Hair and act as a mild preservative by limiting microbial growth.
UOMA’s identity is centered around themes of cultural expression, individuality, and bold self-representation. The brand’s creative direction is shaped by founder Sharon Chuter’s Nigerian heritage and her focus on advocacy and inclusivity. UOMA also operates independently, which allows the brand to maintain creative control and respond to cultural conversations without corporate restrictions.
Central to UOMA’s unique identity is its foundation range, the Say What?! Foundation. It offers 51 shades across six custom formulas tailored to distinct “Skin Kins.” Such an approach goes beyond a simple light-to-dark spectrum by targeting the diverse skincare needs and undertones, such as redness and sensitivity in pale shades, hydration and dullness concerns, or support for darker skin complexions.
The product lineup of UOMA may also indicate empowerment and attitude. For instance, formulations like “Badass Icon Matte Lipstick,” “Drama Bomb Extreme Volume Mascara,” and “Double Take Contour Stick.” These names are deliberately bold, campy, and culturally resonant.
UOMA’s unique brand identity can help you choose a beauty brand that prioritizes cultural inclusiveness, visual boldness, and social awareness. It may allow you to choose products that not only serve functional needs but also align with your values, aesthetics, and identity.
As per the official site, UOMA maintains a cruelty-free status across all its product lineup and operations. The brand also highlights that no animal testing is done at any stage of product development or ingredient sourcing, which also extends to sourcing practices followed by third-party manufacturers and raw material suppliers of UOMA.
It is important to note that UOMA Beauty does not hold certifications from PETA or Leaping Bunny to back its cruelty-free status. However, the UOMA brand has undergone review and is included in independent cruelty-free directories, such as Cruelty-Free Kitty, which may confirm brand-level compliance with cruelty-free practices.
UOMA’s cruelty-free stance may help you choose a brand that aligns with animal welfare values without needing to evaluate each product specifically. It may also give you confidence that your purchase supports a supply chain free from animal testing, making your beauty choices more informed and value-driven.
One of the most notable limitations of UOMA Beauty as a brand appears to be its inconsistent customer service and lack of timely support.
Numerous complaints suggest a recurring pattern where customers faced unresolved issues with their orders, including delayed shipments, canceled tracking numbers, or missing products altogether.
These concerns become more evident when reviewing consumer feedback submitted between 2024 and 2025, particularly on platforms like the Better Business Bureau. For instance, a customer who ordered in late 2023 claimed they never received their items. Several other reviews highlighted similar experiences, with little to no follow-up or resolution from the company.
Many customers also reported that repeated emails, refund requests, and follow-up attempts were met with silence from UOMA Beauty’s support team. This apparent lack of responsiveness may reflect a broader issue of poor accountability within the brand’s customer care operations.
Both Ami Colé and UOMA Beauty operate in the inclusive beauty space, but the brands differ on aspects like their core focus, product range, pricing, and refund policies.
Ami Colé emphasizes providing clean cosmetic essentials for melanin-rich skin tones. The brand’s featured formulations include the Skin-Enhancing Tint, Lip Treatment Oil, Skin-Enhancing Stick, Light-Catching Highlighter, Lash Amplifying Mascara, and Skin Melt Loose Powder.
Meanwhile, the offerings from UOMA span categories like complexion, lips, eyes, brows, and minis. Some bestselling formulations from UOMA include the Say What?! Foundation, Stay Woke Concealer, Trippin Smooth Powder, Badass Icon Matte Lipstick, and Black Magic Hypnotic Impact High Shine Lipstick.
While both brands emphasize inclusivity, their approaches differ in scope and strategy. Ami Colé centers its complexion range around melanin-rich skin, offering six curated shades in its Skin-Enhancing Tint and Concealer. UOMA Beauty takes a broader approach to inclusivity by offering 51 foundation shades within its Say What?! Foundation line. These shades are divided into six formulas that cater to distinct skin needs and undertones, including categories such as White Pearl, Fair Lady, Bronze Venus, and Black Pearl.
Regarding refund and return policies, both brands diverge in some aspects. For instance, the Ami Colé considers all its purchases as final sales and does not accept refunds. On the other hand, the UOMA brand provides a 30-day refund window from the delivery date, which does not cover the costs incurred for return shipping.
The two brands also differ in terms of pricing. For example, one unit of Ami Colé’s Skin-Enhancing Tint is priced at $32, while a single unit of UOMA’s Say What?! Foundation is priced at $39.
UOMA Beauty and Mented Cosmetics are both founded on the principle of inclusivity, but their core focus diverges slightly in tone and mission.
Mented Cosmetics was established in 2017 by co-founders Amanda E. Johnson and KJ Miller to provide everyday cosmetic essentials, especially targeting the lack of flattering nude tones for deeper skin complexions.
On the other hand, the UOMA brand was established in 2019 by Sharon Chuter to provide cosmetic formulations that cater to diverse skin tones, particularly if you have darker skin complexions.
In terms of product range, both the brands present multiple cosmetic essentials across categories like face, lips, eyes, and cheeks.
However, Mented Cosmetics features a more extensive product range than UOMA. Some featured offerings from Mented Cosmetics include the Skin by Mented, Semi-Matte Lipstick, Everyday Eyeshadow Palette, Full Time Concealer Duo, Thirst Quencher Lip Oil, High Brow Pencil, and Bronzer.
Meanwhile, UOMA maintains a slightly narrower product range comprising contour sticks, minis, lipsticks, and eyebrow essentials. Some featured offerings from UOMA Beauty include the Stay Woke Concealer, Badass Icon Matte Lipstick, Black Magic Hypnotic Impact High Shine Lipstick, Drama Bomb Extreme Volume Mascara, and Trippin Smooth Primer.
Both brands market clean formulations that are vegan, cruelty-free, and free from common irritants like parabens. Mented Cosmetics also emphasizes the use of skin-soothing ingredients in its formulas, such as vitamins A and E. UOMA, on the other hand, focuses on performance-based attributes, such as long-lasting wear, intense pigmentation, and water resistance.
To evaluate UOMA Beauty’s brand reputation, we examined its presence and ratings across authentic review platforms on forums like Trustpilot, Better Business Bureau (BBB), Reviews.io, and TenereTeam.
On Trustpilot, UOMA maintains an unclaimed profile, indicating that the brand does not engage with reviews or customer inquiries on the platform. UOMA also maintains a lack of presence on the Reviews.io platform, which may decrease visibility as to how the brand handles public feedback.
UOMA holds an “F” rating from the Better Business Bureau (BBB), primarily due to its failure to respond to complaints filed by customers. It may raise concerns regarding responsiveness and customer service practices followed by UOMA. Although UOMA received a 4.3 out of 5 rating on TenereTeam, it is based on only five reviews, too small a sample to draw meaningful conclusions about its reputation.
To better understand UOMA Beauty’s real-world performance, we closely examined verified customer reviews for two of its products on Amazon, namely the Say What?! Foundation (White Pearl) and the Badass Icon Matte Lipstick.
Many customers appreciated the Say What?! Foundation (White Pearl) for its lightweight texture, natural finish, and buildable coverage.
Some reviewers praised how it blended into the skin, providing a breathable, skin-like appearance without feeling heavy or cakey. However, a few consumers noted inconsistencies in the formula and shade after receiving their shipment.
Customers who tried the Badass Icon Matte Lipstick appreciated its striking matte finish and vibrant color selection. Repeat customers have expressed satisfaction with the lipstick’s color and performance. However, the critical feedback on Badass Icon Matte Lipstick centers around its structural flaws, such as the lipstick breaking easily and discrepancies between the advertised and actual shades.
UOMA Beauty presents a product range that emphasizes inclusivity and individuality, particularly in catering to diverse skin tones. Its foundation system and branding reflect an effort to serve a broad spectrum of users.
However, there are some limitations to be aware of. Reports of delayed shipping, inconsistent tracking, and limited customer service responsiveness may affect the overall user experience. These issues don’t affect all users, but they are worth considering ahead of a purchase.
Product performance can also vary, as your skin type, undertone, and sensitivity may influence how well UOMA Beauty’s certain formulas wear or how shades appear on your skin.
UOMA Beauty offers a unique take on beauty through its approach to tone range and identity. Exploring the brand may suit those drawn to a more personalized or inclusive experience, while staying mindful of service inconsistencies and product compatibility.
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