A CEO resignation, an unexplained shutdown, an acquisition and sudden relaunch, and now a lawsuit—makeup brand Uoma Beauty has had an eventful two years. At the end of 2024, following a hiatus of more than a year that was never announced or explained, Uoma announced a relaunch under new ownership. It’s since gone back to operating, at least outwardly, almost as if nothing ever happened. But last month, the brand’s founder and ex-CEO, Sharon Chuter, filed a lawsuit against Uoma’s new owners—private equity firm offshoot MacArthur Beauty, the MacArthur Fund, and MacArthur Companies—alongside former investor BrainTrust Fund and Settle Funding, a platform that handles inventory and operations planning for consumer brands.
Clearly, there’s more to this story than a cut-and-dry acquisition. And, like many Uoma fans, we have questions, the biggest among them: What happened here? In an effort to find answers, Allure has been reporting on the matter since word of the relaunch hit social media in late November. We’ve spoken multiple times with the brand’s former and current owners to put together a timeline of Uoma Beauty’s history—and a look at its future.
April 2019: Uoma Beauty launches at Ulta.
Sharon Chuter launched Uoma with 108 products spanning numerous categories including lips, eyes, and complexion. The brand’s Say What!? Foundation, with 51 shades, was heralded for being one of the few makeup brands to rival Fenty Beauty’s then-groundbreaking 40 shades. The following year, Allure would give Uoma two Best of Beauty awards, for the Say What!? Foundation and Black Magic Lipsticks.
Not only did people love Uoma’s formulas, but they also loved its message and mission. Chuter, a former LVMH executive, often referred to Uoma as a brand that sought to champion inclusivity through its products and social activism efforts—such as Pull Up For Change, an online initiative Chuter started in 2020 that challenged companies, especially those in the beauty industry, to be transparent about the racial makeup of their employee bases and leadership teams.
In 2021, Chuter launched a more affordable spin-off line called Uoma By Sharon C, which at the time included makeup and skin care such as serums, makeup removers, and lip oils. Some of those products are still available online at Walmart and on Uoma’s website.
May 2023: Sharon Chuter steps down as Uoma’s CEO.
On May 28, 2023, Uoma Beauty founder Sharon Chuter announced via an Instagram post that she had stepped down from her role as CEO and resigned from the board of directors. “I’m excited to be able to focus all my energies on creative endeavors—product development, campaigns, and many more exciting projects within and also outside Uoma Beauty,” the caption stated at the time (it has since been edited). She clarified in a subsequent post that she was still a shareholder in the company and would remain a “product and creative visionary” for the brand.