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In 2019, Uoma Beauty made its mark on the beauty industry when it launched with the Say What?! Foundation. The luminous formula quickly became a fan-favorite among Allure editors and beyond. Uoma Beauty's founder Sharon Chuter wanted the brand to push past the usual conversations of inclusivity, which can often be solely focused on foundation shade ranges, to create something that truly felt like it was made for everyone. Now, Uoma Beauty is expanding that mission with a new little sister spinoff: Uoma by Sharon C.
The brand officially launched on June 18 with six products, and it dips into a whole new category with skin care. Chuter, however, wants to move away from the idea of "category-led" beauty brands — in other words, this isn't a makeup brand or skin-care brand. "[Uoma by Sharon C] is beyond that. We're a lifestyle. Uoma is a lifestyle," she tells Allure. "Right now, we are still focusing on makeup and skin care, but we are going to go beyond that."
For now, on the skin-care side of Uoma by Sharon C is three products: a brightening serum and two makeup removers. The Supa' Natural Glow Vitamin C Serum is available in two versions — one with a 10 percent vitamin C concentration for $18; the other with 20 percent for $24. Both formulas are spiked with reparative niacinamide, hydrating hyaluronic acid, and antioxidant vitamin E, in addition to sodium ascorbyl phosphate, a more stable form of vitamin C.
Uoma by Sharon C Supa' Natural Glow Vitamin C Serum
The Go Awf! Au Naturel Cleansing Oil ($15) and Go Awf! 2 in 1 Water-Activated Cleansing Wipes ($6) are also infused with trusted ingredients. The cleansing oil has a mix of olive, castor, and grapeseed oils that work together with vitamin E and white mulberry extract to gently take off makeup. The wipes, which are made of 100 percent natural cotton, are also infused with vitamin E, as well as argan oil extract. "Vitamin E is a natural anti-inflammatory, so it can be soothing and help calm the skin," Santa Monica-based board-certified dermatologist Ava Shamban previously shared with Allure. "It's also good for hydrating skin, and serves as a moderately effective natural barrier to the sun."
Uoma by Sharon C Go Awf! Au Natural Cleansing Oil
Uoma by Sharon C Go Awf! 2 In 1 Water-Activated Cleansing Wipes
I, along with two other Allure editors, was able to test these two cleansing products. I love applying makeup, but I absolutely hate removing it. While double- or even triple-cleansing is great, sometimes I need an extra round or two of cleansing, especially in the eye area, to remove everything from my skin. The whole process just becomes extensive and arduous. Because of that, I typically invest in a moisturizing cleansing oil or balm that dissolves my makeup in one step. All this to say, I tried the wipes and cleansing oil after I painted on a fun Pride-themed makeup look, which was a full beat with lots of eye shadow and a lengthy pair of falsies, to truly see if they put in the work.
Usually, I start things off by removing up my lash glue and other eye makeup, so I reached for the cleansing wipes. Per the instructions, I ran one under the faucet to moisten it just enough so it was damp but not soaking. Then, I gently began wiping my eyes, especially along the lashline. (But make sure not to leave the wipe on your eye if you're wearing falsies because the wipe can cause your false lashes to fall apart.) My eye makeup was already disappearing, too, and after a bit, I was able to pull my lashes off safely. It was a good start to my makeup-removal process.
The cleansing oil came next. I squirted two pumps into my hands and proceeded to work the lightweight formula into my skin to melt away everything else. After a few seconds of rubbing, my face looked like a mess, but my makeup seemed to be completely dislodged from my skin. Whenever I use a cleansing oil or balm, I love wetting a microfiber towel with warm water to wipe it away, so I went in with that to sweep away the Go Awf! Au Naturel Cleansing Oil and any lingering makeup and dirt with it.
The end result was a relatively clean face with light traces of makeup on my eyes and cheeks, which I expected. The bright-pink pigments I use tend to be the most stubborn, so I'm accustomed to seeing a light wash of color leftover on my cheeks and eyes. All in all, I really enjoyed how well the cleansing oil worked, though. It prepped my skin well for my next step of cleansing: a water-based face wash.
Gabi Thorne with makeup vs with cleansing oil vs after removing oil
I wasn't the only one that enjoyed these cleansers. News editor Nicola Dall'asen found the wipes very convenient and easy to pack away for an upcoming trip. "Without compromising my carry-on, I got 40 nights worth of makeup removal — all it takes is running them under water and taking them to your face," she says. "Every time, my eyeliner, mascara, and long-wear lipsticks don't stand a chance."
Although Dall'Asen doesn't often reach for sweet-scented products, she ended up loving the "lychee-like" scent of the cleansing oil that she says smells closer to the real fruit than sugar. The hydrated feeling it leaves behind was just an added plus for her.
Editorial assistant Talia Gutierrez couldn't agree more. "I wear a lot of sunscreen on my face, especially during the summer, so having a gentle cleansing oil I can count on after a hot, humid day is everything to me," she shares. "The mixture of oils work in tandem to purify my skin, keeping it hydrated and plump — even after a double cleanse."
In addition to the three skin-care products, three makeup options also make Uoma by Sharon C's lineup — one for eyes, one for face, and one for lips. The Badder Boom Volumizing Mascara ($8) is designed to help give you the appearance of thicker, longer lashes with a cylindrical wand that draws out each hair. It's formulated with argan, castor seed, and Kalahari melon oils that can help condition lashes, according to cosmetic chemist Ginger King.
Uoma by Sharon C Badder Boom Volumizing Mascara
Like the Say What?! Foundation, the Flawless IRL Foundation ($15) is separated by Uoma's signature Skin Kin shade categories (White Pearl, Fair Lady, Honey Honey, Bronze Venus, Brown Sugar, Black Pearl) to help you find your best match. The new iteration only has 30 shades (versus 51), though.
Each category is formulated with different specialty ingredients to add some skin-care benefits to the foundation. For example, the White Pearl family, which is for the palest of skin, is infused with a complex of watermelon rind extract, apple starch, and lentil fruit, which "does moisturize well," King says. On the other hand, the Black Pearl family, which is for dark skin, is packed with antioxidant-rich great mullein extract. "Thus, it helps with brightening and calming of the skin," King explains.
Uoma by Sharon C Flawless IRL Foundation
Like the original, the Flawless IRL Foundation isn't matte. Instead, it has a radiant finish and sheerer coverage. But this isn't like a skin tint because Chuter wanted something that was lightweight but still covered up scars, hyperpigmentation, or any other discoloration. "It is [like] a BB cream, but, it packs a punch," she explains. "You can build it up and get some good coverage from it."
The It's Complicated Glossy Lip Tint & Oil ($7), offered in six stunning shades, is the last of the bunch. Consider it a lip gloss, oil, and stain, all in one tube. The fluid applies as slickly as a lip oil, leaving your lips with a gorgeous, glossy pigment, but it eventually sets into lips like a satiny stain.
Uoma by Sharon C It's Complicated Glossy Lip Tint & Oil
I pretty much wear either sheer, glittery glosses or pigmented, matte lipsticks, so I wasn't expecting to like this product. However, I'm a huge fan of the barely-there formula and intense color payoff. I tried the shade Classy, a dark red, and was pleasantly surprised at how gorgeous it looked on my lips. Dall'Asen tested the brighter red hue, Boasty, and enjoyed the comfortable, customizable formula. "Thanks to its buildable nature, you can get the exact amount of pigment that you want from it, no matter if you prefer full coverage, a soft-stained look, or a barely-there tint," she says.
Gutierrez opted for a more neutral hue with the caramel shade, Softie, which perfectly matched her natural lip color. "Although it can take a few seconds for the oil to settle and color to show through, my lips felt soft and hydrated, providing the prettiest tinted glow as the sunlight hits," she says.
I wouldn't expect anything less from Chuter now that I've tried out Uoma by Sharon C. These products truly delivered. In addition to creating these new products and expanding into different categories, Chuter wanted to make sure that this brand was truly accessible, particularly in terms of price points — that's why everything is under $24, and the brand launched exclusively at Walmart.
To get your hands on any of Uoma by Sharon C's products, head to walmart.com or uomabeauty.com.
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