In 2019, the company launched 108 products for the face, lips and eyes, including fifty-one shades of foundation in six custom formulas, at ULTA Beauty stores around the country.
Sharon Chuter said, “The U in front is shortened from Umu – So it should be umu-oma which means beautiful people, but it’s such a long word and hard to brand so we went with UOMA...".
[5] After an e-commerce launch, the brand appeared at ULTA Beauty and Selfridges after Chuter met representatives of the stores at a conference and via a friend respectively.
[6] During the George Floyd protests in 2020, Chuter created an initiative called "Pull Up for Change" and coupled it with the hashtag #pulluporshutup on social media.
The challenge was for other beauty brands to release the exact number of Black employees at their companies on the corporate and executive level, instead of just piggybacking off a trending hashtag.