Key Takeaways
- Sharon Chuter, founder of inclusive cosmetics brands Uoma Beauty and Pull Up For Change, passed away at age 38.
- Chuter was influential in promoting diversity in the beauty industry, notably through initiatives like #PullUpOrShutUp.
- Uoma Beauty experienced significant growth but faced financial challenges approaching 2024, culminating in a lawsuit from Chuter prior to her death.
Sharon Chuter’s Impact on the Beauty Industry
Sharon Chuter, the visionary founder of Uoma Beauty, Uoma by Sharon C., and the nonprofit Pull Up For Change, died in her Los Angeles home on August 14, 2023, at the age of 38. The Los Angeles medical examiner is still investigating the cause of her death.
Born in Nigeria, Chuter’s career included stints at PepsiCo, Benefit Cosmetics, and L’Oréal before launching Uoma Beauty in 2019 in the UK. Known for its innovative 51-shade “Say What?!” foundation, Uoma quickly made a mark by securing retail partnerships with major stores like Ulta Beauty and Nordstrom. Chuter successfully raised $3.5 million in funding for Uoma ahead of its launch, drawing support from investors such as Unilever Ventures and PLG Ventures.
Chuter’s activism was notably amplified following George Floyd’s murder in 2020 when she established the #PullUpOrShutUp initiative. This movement urged beauty companies to disclose the number of Black employees in their ranks, which led to nearly 80 brands, including Glossier and Milk Makeup, publicly responding. Additionally, the Make It Black campaign increased awareness about Black representation in beauty and redirected profits from co-branded products to aid early-stage Black-owned businesses.
By February 2023, the Small Business Impact Fund associated with Pull Up For Change had nearly $1 million, offering financial support to various Black entrepreneurs. Chuter expressed her pride in helping these businesses thrive during her last interview.
In June 2021, Uoma launched a more affordable line, Uoma by Sharon C., available at Walmart and later at CVS. The brand reported a significant sevenfold increase in business by 2022. However, in May 2023, Chuter stepped down as CEO, and Uoma’s presence on social media ceased that August. Financial trouble soon arose, highlighted by a lawsuit from Interfila Cosmetics for $50,352 due to breach of contract. Another case involving Uoma and Intercos was dismissed in 2021.
In December 2023, MacArthur Beauty LLC acquired Uoma Beauty’s intellectual property. Despite this positive turn, Chuter filed a lawsuit against The MacArthur Companies, alleging fraudulent asset sales during her medical leave. Her departure from Uoma was reportedly part of a strategy to reduce revenue-generating activities while excluding her from returning to the brand. This lawsuit remained unsettled at the time of her passing.
Chuter’s legacy is marked by her fearless leadership and her call for a more inclusive beauty industry. In an interview earlier this year, she articulated the industry’s imperative to adapt, stating that consumers were now demanding accountability, and only brands that could respond effectively would thrive. Her contributions will continue to shape discussions around diversity and representation in beauty.
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