Meet UOMA Beauty, The Brand Taking Inclusivity To The Next Level

One of the most exciting and innovative beauty brands has landed on BEAUTY BAY and we know you need the 411.

UOMA, pronounced oh-ma, are a ground-breaking brand taking the beauty industry by storm. With their powerful message of empowerment and support for every kind of beautiful, UOMA has already graced the faces of Cardi B and Lilly Ghalichi and won the praise of Tati Westbrook.

The brand’s Say What?! Matte Foundation has been hailed as a game-changer by Elle UK, Glamour Magazine and Allure: this is the next hero product you do not want to miss. But their beauty portfolio doesn’t end at innovative foundations; UOMA’s range of concealers, contour sticks, lipsticks and eyeshadow palettes are helping to rewrite the rules of beauty inclusivity.

Say What?! Soft Matte Foundation

UOMA know that different skin colours have unique skin concerns and have developed their Say What?! Soft Matte Foundation to reflect this. Developed in six custom formulas, or ‘skin kins’, and 51 shades, each foundation is supercharged with skincare benefits that blur the line between makeup and skincare, while delivering a flawless matte finish. Complexion perfection is finally here!

Read our helpful guide to find your UOMA foundation shade and skin kin here.

Stay Woke Brightening Concealer

Early mornings + late nights = discolouration and dark circles. Luckily, UOMA’s Stay Woke Brightening Concealer is beauty sleep in a bottle! The full coverage concealer is your one-way ticket to all-day flawless skin. Available in 17 shades with ‘skin kin’ matches to your foundation, the weightless, satin feel formula seamlessly conceals imperfections. All you need to do is swipe on, stay woke, and slay.

Badass Icon Concentrated Matte Lipstick

Inspired by some of the world’s most iconic and badass women, the Badass Icon Concentrated Matte Lipstick delivers all the colour and attitude in 16 highly pigmented shades. Formulated with wild mango butter to keep matte lips moisturised, the Badass Icon range features every shade a badass could want. From dusty peach mattes (Coretta) and sandy beiges (Eartha) to poppy reds (Sade) and pink mauves (Chaka), every vibe has been catered for.

Double Take Double Ended Contour + Highlight Stick

The days of buying the wrong contour shades are long gone! Once you know your UOMA skin kin (see here), you just need to match your group to the contour shades and voila! Available in six shades, each with complimenting highlighters, you can also choose your own coverage – natural or bold, the choice is yours. All we know is that this is a power couple we need in our lives.

Boss Gloss Liquid Marble

The Boss Gloss really is the boss. Combining the shine of a gloss, the long wear of a stain, and the care of a spa, the intense gloss is inspired by the marble berry, the shiniest and most intensely coloured living thing in the world (Google it then buy this gloss!) Available in eight pigment rich shades, just one stroke leaves a glass-like finish and a boss-like attitude.

Afro.Dis.Iac Cleopatra Ink - Liquid Eyeliner

For feline flicks that would have made even Cleopatra jealous, the Afro.Dis.Iac Liquid Eyeliner is the trailblazer we’ve been waiting for. Defiantly black and seductively precise, the liner is inspired by the queens of Egypt, the home of the world’s first eyeliner. Formulated with high purity carbon for bold colour and featuring a tiny applicator for guaranteed precision, the colour is waterproof, the looks are intense, and we are grateful.

Black Magic Metallic Lipstick

Metallic lipsticks are back but only UOMA could make us do it, and we are feeling every single one. These six shimmering shades melt onto lips and cover with metallic sheen pigment that. Does. Not. Budge. But this is UOMA, the good stuff doesn’t end there. The Black Magic lipsticks are infused with Brazil nut oil to moisturise, nourish, and create a memorable shine. 

Black Magic Colour Palette

If this trio of eyeshadow palettes doesn’t unleash your inner goddess, she’s probably already been let out by the Afro.Dis.Iac Eyeliner. Inspired by female goddesses and African mythology, the three eyeshadow palettes are made to make its wear feel boujee AF. Poise, Allure and Savage (pictured) all feature high-pigment colour combinations for every mood and are guaranteed to leave them spellbound.