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06/18/2021

Walmart releases exclusive UOMA by Sharon C. line

The inclusive beauty products change how the clean beauty trend is perceived, includes a wide range of skin care and self-care products online and in 3,000 stores.
Dan Ochwat
Executive Editor
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Walmart’s exclusive beauty products are getting more inclusive, launching a partnership with Sharon Chuter and the brand UOMA by Sharon C.

The skin care and self-care products will be sold exclusively at walmart.com, and in 3,000 stores, and products include a 30-shade foundation range, natural cleansing oil, Vitamin C serum, volumizing mascara, 6-shade hybrid lip stain and gloss, and waterless eco-cleansing wipes. The products are sold at affordable price points ranging from $5.99-$23.99. 

The radically transparent line disrupts the clean beauty movement with its pledge to care for all without compromise, featuring naturally derived, vegan, cruelty-free formulas and sustainable, 100% recyclable packaging, according to Walmart.

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Sharon Chuter

“The launch of UOMA by Sharon C is delivering on our promise to continue to set the bar for true non-performative inclusive beauty,” says Chuter. “Beauty comes in every color, budget, and lifestyle. We are stepping away from established beauty norms of being ‘category-led’ and, instead, recognizing the reality that we are serving a new age of category agnostic shoppers.”

The products look different than any cosmetics products Walmart has released before, the company said, and adds to an omni-platform of growing, inclusive-focused brands in beauty.

“I am excited to show a new dimension to the UOMAverse — a care focused dimension,” Chuter said. “I have always despised the term ‘clean beauty’ and the industry around it — it’s less science and more misinformation, half-truths, and hysteria. Worst of all, clean beauty is the least inclusive space in beauty. I am delighted to be able to bring a balanced, science-forward, mumbo jumbo-free line into this space. Best of all, inclusivity is still at the heart of this range, along with price accessibility, high performance and the intersectionality between caring for ourselves yet being mindful of the planet we live in.”