Written by Kemi Adedoyin
Sharon Chuter never accepted invisibility. Born in Nigeria, she grew up in a culture where beauty was abundant yet rarely reflected on global shelves. Darker skin was treated as an afterthought, an inconvenience in a world that claimed to sell glamour. That early dissonance stayed with her and became the fire that reshaped beauty.
Before founding her own brand, she carved a career across the industry’s most powerful corporations – L’Oréal, LVMH, Revlon, PepsiCo. At Revlon, she even convinced the company to distribute its products in Nigeria, a move that signaled her influence. But inside those glass towers, Sharon confronted a truth too many ignored, one where diversity was marketing copy, not policy.
And she refused to play along.
“If I know my company is wrong and I still work for them every day, I’m just as culpable,” she said.
That refusal became the seed of her revolution.
UOMA Beauty – A Manifesto in Makeup
In 2019, Sharon launched UOMA Beauty from the Igbo word oma, meaning “beautiful.” From day one, it wasn’t designed to fit neatly into the beauty aisles. It was designed to rip them apart.
The debut included 108 products, headlined by Say What?! Foundation in 51 shades across six undertones. For the first time, foundations weren’t just more shades of beige, they were engineered to meet the needs of every undertone, from the fairest ivory to the deepest ebony.
Her mission, which was all about inclusivity, was not just a trend; it was non-negotiable.
Activism Woven Into Every Shade
Sharon’s influence reached beyond products. She refused to treat beauty as something separate from politics. When the death of George Floyd caused the world to erupt in 2020, she did not settle for symbols or empty solidarity. While brands were busy posting black squares, she pushed for accountability. This realism birthed the Pull Up For Change movement.