UOMA Beauty is leading a beautiful uprising in beauty. The brand first set the beauty industry ablaze when they debuted with an impressive 51 shades of their Say What?! foundation ($39) in 2019. Since then, the makeup brand has continued to champion inclusivity, diversity, and equality at every turn. Earlier this year, the brand’s founder Sharon Chuter launched a viral call-to-action movement called Pull Up For Change that fights for economic equality for Black people. And now, UOMA Beauty is ready to disrupt the industry yet again with their newest product. This time, the brand is stepping into a brand new eye category with the release of its UOMA Beauty Drama Bomb Extreme Volume Nourishing Mascara.
The idea for the mascara was born out of Chuter’s own frustrations with what was currently available on the market. After trying countless mascaras, she realized that beauty brands have failed to make products with women of color’s lashes in mind. “It’s a shame that in 2020 we are still talking about the needs of [people] of color being ignored,” Chuter says. “[People] of color tend to have short lashes–whether it is the Black woman with short lashes that curl up tightly or the Asian woman with straight and short lashes. This is why this is a game-changer. It is suitable for all lash types–short, long, straight, or curly.”
While developing the mascara, UOMA Beauty drew inspiration from the iconic entertainer Josephine Baker—who was known for her dramatic, vivid lashes. The end product? A smudge and flake-proof mascara that delivers volume and drama to every single lash. It is formulated with 100% vegan, cruelty, and paraben-free ingredients including castor, avocado, and golden jojoba oils, rice wax, and synthetic beeswax. Together, they work to nourish and strengthen your lashes. Another standout feature of the Drama Bomb Extreme Volume Nourishing Mascara is its hour-glass wand, which was expertly designed so you can easily coat your lashes from root to tip.
In true UOMA Beauty fashion, the brand is also using its latest launch to make a difference. To encourage consumers to use their voice to vote this November and promote racial justice, the brand tapped couture fashion designer Adolfo Sanchez to design a mask with “Silence is Betrayal”—a quote from Rev. Dr. Martin Luther King, Jr.—printed on the front.
“While our timelines are going back to “normal” and we are now able to have the luxury of getting glam, it is important for us all to know and be conscious that the social justice issues are still there,” Chuter says. “We need to stay on it and make it a part of our day to day until we see real change. This campaign is a good example of staying on it and inspiring our tribe and the world around us to do the same.” The brand has called on media, influencers, and celebrities to posts photos on social media on launch day, wearing the masks and their UOMA Beauty Drama Bomb Mascara to inspire their followers to help spread awareness through the “Silence is Betrayal” campaign and take action.
The new UOMA Beauty Drama Bomb Extreme Volume Nourishing Mascara comes in full size ($20) and mini size ($11). It will be available starting September 24 on UOMABeauty.com and September 25 on UltaBeauty.com.