Uoma Beauty’s Turbulent Two Years: A Timeline of Events

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.

Early Success and Mission

Uoma Beauty launched in April 2019 at Ulta with 108 products, including a foundation with 51 shades, which was one of the few makeup brands to rival Fenty Beauty’s then-groundbreaking 40 shades. The brand’s message and mission, led by founder Sharon Chuter, focused on championing inclusivity through its products and social activism efforts. Chuter, a former LVMH executive, often referred to Uoma as a brand that sought to make a positive impact on the beauty industry.

Expansion and Recognition

In the year following its launch, Uoma received two Best of Beauty awards from Allure, for the Say What!? Foundation and Black Magic Lipsticks. The brand also expanded its product line to include a more affordable spin-off, Uoma By Sharon C, which launched in 2021 and included makeup and skin care products such as serums, makeup removers, and lip oils. Some of these products are still available online at Walmart and on Uoma’s website.

Leadership Change and Uncertainty

In May 2023, Sharon Chuter announced that she had stepped down as Uoma’s CEO and resigned from the board of directors. She stated that she would focus on creative endeavors and remain a shareholder in the company, as well as a “product and creative visionary” for the brand. However, the company’s operations were shut down shortly after, with no explanation given to customers or fans.

Relaunch and Lawsuit

After more than a year of uncertainty, Uoma Beauty announced its relaunch under new ownership in late 2024. However, the brand’s founder and ex-CEO, Sharon Chuter, has since filed a lawsuit against Uoma’s new owners, citing concerns over the acquisition and the brand’s future direction. The lawsuit has raised more questions about the events surrounding Uoma Beauty’s shutdown and relaunch.

Conclusion

Uoma Beauty’s story is a complex and intriguing one, full of twists and turns. From its early success and mission-driven approach to its sudden shutdown and relaunch, the brand has experienced a tumultuous two years. As the lawsuit unfolds, fans and customers will be watching closely to see what the future holds for Uoma Beauty.

Frequently Asked Questions

Here are some answers to common questions about Uoma Beauty’s situation:

• Q: What happened to Uoma Beauty after Sharon Chuter stepped down as CEO?
  A: The company’s operations were shut down shortly after, with no explanation given to customers or fans.
• Q: Who are the new owners of Uoma Beauty?
  A: The brand is now owned by MacArthur Beauty, the MacArthur Fund, and MacArthur Companies.
• Q: Why did Sharon Chuter file a lawsuit against Uoma’s new owners?
  A: The lawsuit cites concerns over the acquisition and the brand’s future direction.
• Q: Is Uoma Beauty still operating?
  A: Yes, the brand has relaunched under new ownership and is currently operating, at least outwardly, as usual.