![]() ![]() is the retailer’s latest move in its efforts to diversify its product offerings. “The approach to the formulation, as well as the messaging and connection the brand will make with consumers, will allow it break through. “This connection of inclusivity and authenticity is unique,” said Dave Kimbell, chief merchandising and marketing officer at Ulta Beauty. “The fact that I speak about African heritage doesn’t mean aren’t allowed in that space.” “Inclusivity is the ability for everyone to turn up as their authentic self,” said Chuter. Who is behind the shade? What is their origin story and what do they want? And how do we create a world that allows for these different views?”įor Chuter, that involves making broader African history and contemporary culture the inspiration for Uoma Beauty - from tribal print packaging to an eyeliner inspired by (and named after) Cleopatra and eye shadow palettes named after African goddesses. “It was important for me to give my own take on inclusivity and diversity, which is simply allowing people to be their ultimate selves, and something I don’t think the industry is understanding. I understand how it feels to be born feeling different - not different good, but different bad. “ a frustration with the beauty industry’s lack of inclusion - the industry could decide who is beautiful and who is not. Uoma Beauty declined to discuss sales figures, but industry sources estimate the line could do $14 million in sales in its first year. Shine Talent Group Launches Angel Investment Fund Prices range from $18 for an eyeliner to $40 for foundation. Uoma counts foundation as its star product, but includes a wide assortment of items in the complexion, lip, cheek and eye categories. The line is set to launch first at Selfridges on April 17 and then roll out to and on April 26 and 200 Ulta Beauty stores on May 3. 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. Everybody was looking for quick wins - shades is a quick win.” ![]() “As a person of color, I was looking at it and there was no depth to it - it was shallow. “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. 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. Sharon Chuter sees your 40 shades of foundation, and she’s not impressed.
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