UOMA Beauty Review

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About UOMA Beauty

UOMA Beauty Review

UOMA Beauty is an inclusive beauty brand with high-performing, cruelty-free makeup. 

They offer two collections, one of which boasts an all-vegan product lineup and a greater concentration of natural ingredients, the other, highly pigmented and buildable, professional-grade color. 

Featured in Forbes, Allure, BET, InStyle, and in a heaping ton of other big names in media, the brand is celebrated for their unique approach to beauty and rebellious spirit. 

Want a beauty brand that aligns with your values? This UOMA Beauty review will give you a rundown of the brand and its top sellers, reveal customer feedback, information on promotions, and more, to help you see if this one is the right fit. 

Overview of UOMA Beauty

UOMA Beauty Review

To understand what this brand is all about, you have to get to know UOMA Beauty founder, Sharon Chuter. Born in Nigeria, Chuter is no stranger to the beauty industry, previously working at an executive level at top beauty brands. 

UOMA isn’t just a product of her experience, it’s a part of who she is and what she believes in, things like self-expression, inclusivity, African pride, and rebellion. 

All core values of UOMA (meaning “beautiful” in Igbo), and values you’ll see reflected in the brand’s product lineup, in their marketing (women and men of all skin colors), and their qualities (vegan & cruelty-free). 

Since the LA-based brand is all about inclusivity, it wouldn’t be right if they didn’t ship all over the world to over 200 countries. 

Now that you know a little more about the roots and values of the brand, this UOMA Beauty review will move on to their pros and cons: 


  • Offers two collections – one vegan & non-toxic, the other high-performing
  • Avoids toxic ingredients
  • All products are cruelty-free & vegetarian-friendly
  • Ships to over 200 countries
  • Free shipping on orders over $50
  • Financing options available with Afterpay


  • Lighter shades of the Say What?! Foundation have been reported to be orange

UOMA Beauty is about the spirit of inclusivity. Each of the products in their collections is versatile and often performs double, triple, or quadruple duty because the brand knows how different skin can be and that it has a range of needs. 

Including makeup for face, eyes, lips, and brows, the brand has two divisions: UOMA Beauty and UOMA by Sharon, the second with a more natural approach to beauty, housing a small product lineup that includes skincare items, foundation, lip gloss, and mascara. 

In the next section of this UOMA Beauty review, we’ll walk you through a mix of the two division’s products. You’ll find everything from powerhouse skincare to beauty and makeup removal. 

UOMA Beauty Review

Makeup and skincare go hand-in-hand, but it’s pretty great when the two merge. We’ll showcase the brand’s best-selling beauty products, starting with a revolutionary dual-acting foundation and ending with a radiance-boosting, natural serum. 

UOMA Beauty Say What?! Foundation Review 

This is the foundation that everyone is talking about. Not just for its inclusive 51 shades, but the way it’s formulated. 

Say What?! Foundation is made with biomimicry pigments that match your natural skin tone and texture to create a blurring, perfectionist finish that hides flaws, redness, and dark spots. It’s buildable, but one light coat will give you medium coverage. 

The Say What?! Foundation is made in 6 unique formulas for a variety of skin tones:

  1. Dark Brown Skin
  2. Brown Skin
  3. Rich Tan Skin
  4. Olive Skin
  5. Fair Skin Very Fair Skin

Each of the formulas above is made with a special ingredient, ideal for increasing your skin’s radiance, reducing inflammation and oil production, and protecting against free radicals and dryness. 

Experience personalized makeup with the Say What?! Foundation for $50

UOMA Beauty Flawless IRL Skin Perfecting Foundation Review

Don’t you just love a product that can pull its own weight and then some? The Flawless IRL Skin Perfecting Foundation is a buildable foundation, sure, but that’s not all it can do for you. 

It also works as a moisturizer, serum, and beauty balm thanks to each formulation’s key ingredients. 

Here’s a peek at each of the 6 formulas:

  1. White Pearl – watermelon extract, apple starch, lentil fruit (moisture + redness-reducing)
  2. Fair Lady – cold-pressed green coffee extract (hello, plump skin!)
  3. Honey Honey – dandelion extract (pollution barrier + radiance booster)
  4. Bronze Venus – daisy flower extract (bright, even, and just so smooth)
  5. Brown Sugar – vitamin C + marine extract (reduces oil production, boosts radiance)
  6. Black Pearl – great mullein extract (you never looked so luminous!)

Offered in 30 shades, a bottle of this long-lasting UOMA Beauty foundation is $20

UOMA Beauty Royal Heir-itage Color Palette Review

This romantic palette is inherently feminine with its smooth chocolate shades, blushing pinks, and dazzling glitters. 

Offering buildable color, each of the 10 UOMA Beauty itage shadows starts as a thin veil that works up to totally saturated color. 

Water-resistant, these shadows last all day and night. Celebrate your past with the Royal Heir-itage Color Palette for $57.

UOMA Beauty Black Magic Carnival Color Palette Review 

This palette is full of heat. From its rich brown to spicy mustard and warm, sunny oranges, this playful palette is designed to evoke feelings of a colorful carnival. 

One row of 5 highly-pigmented shades sits below a row of 5 shimmers that add a healthy dose of glitz and glamor. 

Sweat? No problem, these shadows are water-resistant, meaning they’d also be a great choice for summer pool parties. 

Get playful with the Black Magic Carnival Color Palette for $57

UOMA Beauty Drama Bomb Extreme Volume Nourishing Mascara Review 

If you can’t tell by the name, the Drama Bomb Extreme Volume Nourishing Mascara is all about lush, thick lashes. 

Adding a look of fullness to sparse lashes, this vegan mascara uses avocado oil, golden jojoba oil, rice wax, and synthetic beeswax to thicken and condition your lashes. 

It does you one better too, helping to strengthen lashes so they grow in fuller naturally. Get dramatic va-va-voom lashes with a UOMA Drama Bomb for $25.  

UOMA Beauty Badder Boom – Au Naturel Volumizing Mascara Review 

If volume is your thing but you prefer to listen on full blast, then turn up the dial with the Badder Boom – Au Natural Volumizing Mascara

This buildable formula delivers a thick, full look to lashes, using natural conditioning and strengthening agents like argan oil and Kalahari melon oil so that they look lush but stay soft and fluttery all day. 

Made with 84% natural ingredients, get this 100% vegan UOMA Beauty boom mascara for $11

UOMA Beauty Black Magic Lipstick Review 

UOMA is all about inclusivity and flexibility, meaning, often, its makeup suits a few different styles and needs. 

The Black Magic Lipstick is buildable – one swipe and you’ve got glossy, sheer color, one more and you’ll boost the saturation level. 

Now a completely vegan product (hooray!), this nourishing lipstick delivers glossy shine and hydration without the need for beeswax. It’s made with Brazil nut oil, along with a touch of TLC from essential vitamins and minerals

Long-lasting, this lustrous lipstick comes in 8 shades and is $31

More of a glamor queen? Try UOMA Beauty Metallic Lipstick instead. 

UOMA Beauty Go AWF! 2 in 1 Water-Activated Face Wipes Review

We’ve all been there. The makeup remover that stings like battery acid in your eyes, the cleansing wipes that do more smearing than cleansing, or the rough towels that pull off your eyelashes at the same time as your mascara. 

With their makeup remover, UOMA Beauty decided to do things a little differently. 

The Go AWF! 2 in 1 Water-Activated Face Wipes are super easy to use, and all you need to do is add water. No, really, see the steps outlined below:

  1. Tear off a square
  2. Pass it under water (don’t soak it)
  3. Press against your eye for 5-10 seconds, wipe away
  4. Use on the rest of your face to remove foundation

If you’re wondering what this miracle wipe is made from, the answer is simple: 100% cotton and argan oil. Even better, this product is both biodegradable and soft on the skin. 

Get a pack of 40 wipes for $8

UOMA Beauty Supa’ Natural Glow Serum Review 

Part of the UOMA by Sharon C collection, the Supa’ Natural Glow Serum uses nature’s superpowers to deliver radiant, glowing skin. 

With brightening Vitamin C, Hyaluronic acid, and niacinamide, this 85% natural serum pumps up skin’s hydration levels while addressing common aging concerns like fine lines and dark spots. 

It’s offered in two strengths:

  1. Supa C10 – perfect for all skin types
  2. Supa C20 – potent, concentrated formula 

Dermatologist tested and hypoallergenic, this moisturizing serum is $23-$31 depending on the strength. 

Is UOMA Beauty Clean? 

UOMA Beauty Review

UOMA Beauty is formulated without some chemicals and toxic substances, but it’s not completely clean. For example, the Say What?! Foundation is made without parabens and talc, but it does contain PEGs and synthetic fragrances. 

Who Is UOMA Beauty For? 

UOMA Beauty Review

UOMA is an incredibly inclusive brand. Sharon Chuter created the brand to be that way, sending the message that all are welcome in the UOMA community, something that’s clearly shown by the brand’s multicultural and multi-gendered images on their website. 

Now that you know that regardless of skin color, UOMA Beauty is for you, let’s get down to the nitty-gritty. The brand is proudly cruelty-free and vegetarian, but not completely vegan. Here’s the interesting part, UOMA by Sharon is. 

That means no matter your skin color, gender, or lifestyle preferences, you can find something at UOMA Beauty. 

Comparison: UOMA Beauty vs. UOMA by Sharon

UOMA Beauty Review

It’s normal for a brand to have two different collections, but it’s interesting to find one that essentially splits up their website into two completely different-looking divisions. 

In this section of our UOMA Beauty review, we’ll take a look at the other side of our featured brand to see what it is exactly that sets it apart. 

UOMA Beauty and UOMA by Sharon are, of course, the same brand. And while you’ll find similar shades and products, what’s inside those products is what makes the two divisions very different. 

UOMA by Sharon has an overall lighter vibe that reflects the promise of non-toxic ingredients. The line is also completely vegan (UOMA Beauty has only 4 vegan products), cruelty-free, and their packaging is 100% recyclable

Unlike our featured brand, UOMA by Sharon also offers skincare items like serums and cleansers. With that being said, overall, this division has fewer products. For example, it has just one 1 lipstick and 1 foundation but offers several color selections within each. 

Do these features make a big difference in price? Let’s have a look at a few of each of the division’s similar products to compare:

UOMA Beauty:

  • Say What?! Foundation
    • 51 shades
    • $50
  • Black Magic Hypnotic Impact High Shine Lipstick
    • 8 shades
    • $31

UOMA by Sharon:

  • Flawless IRL Skin Perfecting Foundation
    • 30 shades
    • $20
  • It’s Complicated Lip tint + Cheek Stain + Oil + Gloss
    • 6 shades
    • $9

What makes the price difference so big? It may be the color payoff and results. UOMA by Sharon seems to have fewer color options overall and simpler formulas. 

UOMA Beauty Reviews: What Do Customers Think?

UOMA Beauty Review

We could sit here and remark on the gorgeous shades this brand pumps out all day, but it would mean nothing if we didn’t follow up with a little customer feedback

It’s a good thing that this is the part of our UOMA Beauty review where we fill you in on what customers have to say about a selection of the brand’s products. 

We’ll start with UOMA Beauty’s website. You’ll see a couple of their bestsellers below along with their ratings:

  • Say What?! Foundation – 5/5 stars, 289 ratings
  • Badass Icon Matte Lipstick – 5/5 stars, 202 ratings
  • UOMA Beauty Black Magic Makeup Hypnotic Impact Lipstick – 4.9/5 stars, 46 ratings
  • Drama Bomb Extreme Volume Mascara – 4.8/5 stars, 163 ratings
  • Black Magic Color Palette – 4.9/5 stars, 34 ratings

The Say What?! Foundation is probably the brand’s most popular product, so we decided to take a closer look at why so many have raved about it. 

One UOMA Beauty review read, “I have never had such a perfect match! It applies and blends perfectly, and it has a truly comfortable wear and finish.” Known for its natural-looking, buildable coverage, users found that’s exactly what they got when applying.

Other makeup enthusiasts struggled when it came to selecting the right color. It was a common complaint amongst reviews that the lighter shades of the foundation were “too orange.” Other gripes about the product include it being “watery” and giving too much of a matte finish. 

These complaints have more to do with personal preferences than they do about the product itself – aside from the orange thing. No one wants an orange face. 

To check up on if the positives and negatives written on the brand’s website about the Say What?! Foundation held up on other sites, we headed to Ulta Beauty. 

We found a 3.8/5 star average and 196 reviews for the foundation. Here’s the rating snapshot if you’d like to see how that average came to be:

  • 5 stars: 103 shoppers
  • 4 stars: 19 buyers
  • 3 stars: 27 customers
  • 2 stars: 24 shoppers
  • 1 star: 23 customers

For many, the foundation lasted all day and they were able to build their choice of coverage. 

One comment read, “It just has good coverage, doesn’t look cakey or dry and has a great wear time. This foundation has lasted long hours and kept my face looking great.” That sounds like it’s a quality foundation

But just as we read that UOMA Beauty review, we found others that stated the opposite, saying it was definitely “cakey,” and the application was a little tricky. We also found mention of a lighter shade making a buyer look “super orange” despite the cool undertones in the formulas. 

This is curious, as a cool-toned shade should not be orange, but it appears that this is a consistent issue with the brand’s fairer colors. 

Looking for something a little more in-depth, we swapped over to a UOMA Beauty review on The review goes over a selection of the brand’s makeup, from foundation to eyeliner to lipstick. 

Of the Afro.Dis.Iac Cleopatra Ink Liquid Eyeliner, the review revealed just “how easy this stuff is to use,” showing a precise cat eye drawn with the pen’s precision tip. 

Moving on to lipstick, the reviewer noted how “highly pigmented and buttery smooth” it is – things we could see clearly from the photo of her conditioned lips saturated in bold, red color. 

Though the UOMA Beauty review on was mostly positive, it did mention some issues with the UOMA Beauty Carnival Color Palette. Because the powders are loosely pressed, they’re not super concentrated. 

The comment read, “the darker shades…require extra care so as to not increase the likelihood of patchiness and fallout.” In other words, you may find that you need to press down on your eyelid harder and apply multiple layers

From what we’ve uncovered during this UOMA Beauty review, it appears that the brand has mid/high-level products

Those who find their color match for foundation absolutely love it – but the struggle to find the perfect shade of foundation is pretty typical, especially when it’s done from behind a computer screen. 

Is UOMA Beauty Worth It?

UOMA Beauty Review

We love that the brand has two different lines, one that’s super affordable and more natural, and the other that’s professional and highly pigmented

UOMA Beauty doesn’t have an extensive makeup collection, all-in-all, it only has around 20 products, but a beauty brand doesn’t need a million and one items to be successful. 

In fact, if their products are effective, a few are all a brand really needs to make a name for themselves – and this one certainly has. 

Regardless of which line you choose, UOMA Beauty or UOMA by Sharon, you’re getting quality makeup with a few higher-priced anomalies (Say What?! Foundation and any of the shadow palettes). 

You’re also getting a long-lasting product that delivers on color-matching, coverage, and non-toxic ingredients. 

With everything considered, we believe UOMA Beauty is worth the buy. If you’re worried about foundation color matching, pop into your nearest Ulta Beauty to try it out in person. 

UOMA Beauty Promotions & Discounts 

UOMA Beauty Review

No UOMA Beauty review would be complete if we didn’t give you the scoop on deals! Have a look at the ones we discovered:

  • Free shipping on orders over $50
  • Sign up to the mailing list to get access to deals & discounts 

Where To Buy UOMA Beauty

UOMA Beauty Review

You can, of course, buy the brand’s makeup from, but you can also find them at select retailers:

  • Ulta Beauty
  • Makeup Alley
  • Beauty Bay
  • Shop Style


UOMA Beauty Review

Who Owns UOMA Beauty?

Sharon Chuter founded UOMA Beauty and now operates as the brand’s CEO. 

Where is UOMA Beauty Made? 

We weren’t able to track down exactly where the brand manufactures their makeup, but we do know their headquarters are located in LA. 

Is UOMA Beauty Vegan and Cruelty-Free?

UOMA Beauty is 100% cruelty-free and vegetarian, not vegan, although it does offer 4 vegan products:

  1. Say What?! Foundation 
  2. Double Take Contour Stick
  3. UOMA Beauty Concealer
  4. Afro.Dis.Iac Eyeliner

What is UOMA Beauty’s Shipping Policy?

UOMA Beauty ships to over 200 countries. US customers have two shipping options:

  • Standard (2-4 business days): $6 or free on orders over $50
  • Expedited (2-3 business days): $11

International customers will have the option of paying for shipping with taxes and duties included or without. If you choose the latter, you’ll need to pay them at the time of your delivery. 

What is UOMA Beauty’s Return Policy?

UOMA Beauty accepts returns on order as long as they are made within 30 days of delivery. To start a return, use one of the contact methods listed in the next section of this UOMA Beauty review. 

If your return is accepted, you’ll receive a refund on your original method of payment 10-14 days after your items have been processed at the brand’s warehouse.

How to Contact UOMA Beauty

We hope you found all of the information you came looking for in this UOMA Beauty review. If you still have questions, feel free to reach out to the brand by using any of the following methods:

Looking for more ethical skincare brands? Check out these options below:


True Botanicals


Versed Skincare

NuFACE Skincare

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