UOMA Beauty

What UOMA Beauty does

UOMA Beauty is a producer of beauty products intended to suit all skin complexions. UOMA's products range from lipsticks, foundations, eyeliners to all other women beauty accessories which can be purchased online, allowing customers to purchase beauty kits suitable to their complexion and get it delivered to their doorstep.

Name

UOMA Beauty

Legal name

UOMA Beauty, Inc.

Website

https://uomabeauty.com/

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

UOMA Beauty is a producer of beauty products intended to suit all skin complexions.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Inclusive cosmetics
• Cruelty-free makeup
• Facial foundation
• Lipstick products
• Makeup accessories

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct Product Sales: UOMA Beauty generates revenue through direct-to-consumer sales of cosmetics and beauty products via its e-commerce website and retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

UOMA Beauty manufactures and sells a full line of color cosmetics including complexion products (foundation, concealer, setting and finishing powders), face palettes and contour/highlight products, lipsticks and lip liners, mascara and eyeliner, brow defining products, and makeup application tools. Products are formulated cruelty-free and vegan with shade ranges developed for diverse and melanin-rich skin tones, and are sold directly to consumers through the brand's own website and through wholesale arrangements with US, UK, and Canadian retailers.

Product overview

UOMA Beauty is a community-driven beauty brand offering a comprehensive cosmetics portfolio spanning face, lip, eye, and brow categories. The product lineup includes complexion products (Say What?! Foundation, Stay Woke Concealer, Trippin Smooth Powder, Hydroblast Finishing Powder), contour and highlighting products (Double Contour Stick, Double Take Contour Freed, High Life Face Palette, Carnival Bronzing Highlighter), color products (Badass Icon Matte Lipstick, Black Magic Lipstick, Badass MF Lip Liners), eye makeup (Drama Bomb Mascara, Afro.Dis.Iac Liquid Eyeliner), brow products (BROW-FRO Baby Hair, BROW-FRO Fro-To-Go, BROW-FRO Blow Out Gel), and tools (Big Head Dual-Density Sponge). The brand emphasizes inclusivity with extensive shade ranges across all complexion products, targeting melanin-rich skin while remaining cruelty-free.

Differentiator

Problem solved

Functional benefit

Brands

• UOMA By Sharon C. A sub-brand line sold through Walmart stores nationwide in the US.

Products and services

• Drama Bomb Mascara An extreme volumizing mascara with hourglass-shaped wand that delivers instant volume, length, and lift, formulated with lash-conditioning ingredients including avocado oil, castor oil, and golden jojoba oil. Sold at $19.50 per unit for general consumers.
• Afro.Dis.Iac Liquid Eyeliner A water-resistant liquid eyeliner with ultra fine felt tip applicator, featuring a high purity carbon black formula that delivers intense, long-lasting color with smooth precision application. Priced at $18 per unit for general consumers.
• BROW-FRO Baby Hair An ultra slim brow defining pencil with retractable format that draws micro-thin hair-like strokes for natural-looking brows, with a built-in spoolie brush. Priced at $22 per unit for general consumers.
• BROW-FRO Blow Out Gel A volumizing brow gel pomade that uses fibers to fill in, shape, and add volume to brows while providing color with long-wearing properties. For general consumers.
• BROW-FRO Fro-To-Go An all-in-one eyebrow defining pencil and highlighter featuring a slim triangular tip for precision filling and shaping, with built-in sheer highlighter and a blending spoolie-brush. For general consumers.
• Badass MF Lip Liner Highly pigmented, silky smooth matte lip liner designed to shape and define lips, with longwearing, waterproof, feather-proof and transfer-proof formula. Priced at $16 per unit for general consumers.
• Badass MF Lip Liner Mini Miniature version of the Badass MF Lip Liner, a highly pigmented and easily blendable lip liner for shaping and defining lips. Priced at $9.95 per unit for general consumers.
• Badass Icon Matte Lipstick Mini Miniature highly pigmented, lightweight matte lipstick with sensually silky texture that delivers color with just one stroke, infused with carnauba wax for lip hydration. Priced at $15 per unit for general consumers.
• Badass Icon Matte Lipstick Full-size highly pigmented matte lipstick with concentrated color and lightweight formula providing smooth texture and long-lasting hydration. Priced at $24 per unit for general consumers.
• Black Magic Lipstick High-shine lipstick formula featuring Air-Gel Technology that creates a light, cushiony texture with amplified shine and glitter overspray for a glossy, moisturizing effect. For general consumers.
• Big Head Dual-Density Sponge Dual-density makeup sponge with a precision-cut angled end for full coverage application and a smooth domed end for blending; water-activated foam that swells for streak-free application. Priced at $15 per unit for general consumers.
• Big Head Dual-Density Sponge Mini Miniature version of the Big Head Dual-Density Sponge designed for targeted application and portability. For general consumers.
• High Life Face Palette Full-face palette featuring two shimmering highlighters, a highlighting blush, and a face-sculpting bronzer with cream-like, zero-powder formula delivering buildable multidimensional glow. Priced at $39 per unit for general consumers.
• Carnival Bronzing Highlighter 3D strobing face and body bronzing highlighter with a creamy formula that melts like liquid light, available in limited edition shades for all skin tones. Priced at $35 per unit for general consumers.
• Double Take Skin Perfecting Highlighter Hybrid gel/powder highlighter with pearlized pigments that melts seamlessly into skin for a lit-from-within glow, available in six shades for all skin tones. For general consumers.
• Double Take Highlighter Freed Soft illuminating highlight stick with balm-like texture and micro-fine pearls that delivers a subtle glow from within without glittery finish. For general consumers.
• Double Contour Stick Double-ended contour and highlight stick featuring a strobe illuminating cream and sculpt matte pigment stick for shading, highlighting, defining and contouring. Priced at $40 per unit for general consumers.
• Double Take Contour Freed Silicone-free contour stick that melts on contact, delivering high pigment with natural matte finish, infused with plant-derived squalane for hydration. For general consumers.
• Double Take Sculpting and Bronzing Powder Talc-free velvety soft-matte powder for sculpting and bronzing with murumuru butter and lauroyl lysine for nourishment and long wear. For general consumers.
• Double Take Skin Perfecting Blush Duo Powder blush duo featuring satin matte and luminous shimmer shades for brightening complexion with soft-focus filter effect and buildable color. For general consumers.
• Hydroblast Finishing Powder Skin-blurring finishing powder powered by skincare with 52% water, 5% niacinamide, and hyaluronic acid, providing a mattifying effect with a cooling sensation. For general consumers.
• Trippin Smooth Powder Superfine weightless setting powder with microfine spheres that control oil and create a soft-focus matte finish, minimizing fine lines and pores. For general consumers.
• Stay Woke Concealer Full coverage luminous brightening concealer with creamy smooth texture providing long-lasting thin satin radiance finish for a flawless complexion. For general consumers.
• Say What?! Foundation Foundation available in an extensive shade range across six color families with undertone variants (T1-T4) for comprehensive shade matching across diverse skin tones. For general consumers.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Fenty Beauty: Fenty Beauty pioneered the inclusive shade range movement in mainstream beauty with its 40+ foundation shades. Directly competes with UOMA in the inclusive, multi-category cosmetics space across similar retail channels (Sephora, Ulta).
• Rare Beauty: Selena Gomez-founded beauty brand offering inclusive complexion and lip products at accessible price points. Competes with UOMA across Sephora and Ulta with a similar multi-category portfolio and community-driven positioning.
• Mented Cosmetics: Mented is purpose-built for women of color with a curated cosmetics range. Direct competitor to UOMA in the melanin-rich beauty category, with similar inclusive shade range philosophy and DTC focus.
• Juvia's Place: African-inspired beauty brand with bold, pigmented color cosmetics at accessible price points. Competes directly with UOMA in the melanin-rich, community-driven color cosmetics space and shares similar retail expansion (Ulta, Sephora).
• Pat McGrath Labs: Prestige cosmetics brand with bold color stories and collaborations. Competes with UOMA in the lip and eye color cosmetics category with a stronger prestige positioning, sharing similar retail partners (Sephora, Selfridges).
• Iman Cosmetics: Long-standing inclusive beauty brand founded by Iman specifically for women of color. Shares UOMA's melanin-rich consumer targeting and category breadth across face, lip, and eye makeup.

Emerging players

• The Lip Bar: Black-founded, vegan lip and color cosmetics brand operating at accessible price points. Directly competes with UOMA's lip category (Badass Icon Matte Lipstick) and shares similar DTC and Target distribution strategies.
• Beauty Bakerie: Indie beauty brand with playful branding and inclusive complexion products. Competes with UOMA in the millennial-focused, community-driven color cosmetics segment with similar indie positioning.
• Danessa Myricks Beauty: Multi-dimensional beauty brand with bold complexion and color products. Shares UOMA's inclusive shade philosophy and Sephora/Ulta retail reach, with a strong professional makeup artist following.

Broad incumbents

• MAC Cosmetics: Estee Lauder-owned global prestige cosmetics brand with a wide shade range across all complexion categories. Competes broadly with UOMA across the same retailers (Nordstrom, Ulta, Selfridges) but at a larger scale and broader demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/uomabeauty
• YouTubeyoutube.com/channel/UCQC5gl-jo9YQiKwngJwh1_A
• Facebookfacebook.com/uomabeauty
• Instagraminstagram.com/uomabeauty
• TikToktiktok.com/discover/uoma-beauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UOMA Beauty