Uoma Beauty Founder Sharon Chuter Dies at 38
Sharon Chuter, the founder of Uoma Beauty, passed away unexpectedly on August 14th at the age of 38. The Los Angeles Medical Examiner’s office has listed the cause of death as deferred,meaning it remains under investigation. News of her death was first reported by The Business of Beauty.
Chuter launched Uoma Beauty in 2019, making a significant impact with its inclusive approach. The brand debuted at Ulta with over 100 products, notably featuring a foundation range encompassing 51 shades – a deliberate statement emphasizing diversity and representation within the beauty industry.
Chuter was a vocal advocate for women of color in beauty and spearheaded the “Pull Up or Shut Up” movement in 2020. This initiative, sparked by the murder of George Floyd, challenged retailers and beauty companies to publicly disclose the percentage of Black employees within their organizations.
What began as a 72-hour Instagram campaign evolved into a lasting educational platform, as detailed by RollingOut. The #PullUpOrShutUp campaign demanded a 72-hour response from major beauty companies to reveal Black employee representation in corporate and leadership roles.
Several prominent brands, including Glossier, e.l.f. Cosmetics, and MAC Cosmetics, were among the first to participate in the clarity initiative. The campaign also encouraged consumers to boycott companies that declined to share their staffing demographics. chuter’s strategy effectively combined grassroots activism with business pressure, prompting widespread industry conversations about representation.
In a 2022 appearance on The drew Barrymore Show, Chuter explained her drive to create thes impactful campaigns. She stated her inability to remain silent in the face of systemic inequalities, particularly concerning economic opportunities for Black professionals in the beauty sector.
Chuter stepped down as Uoma’s CEO in 2023 to focus on her health, but remained a shareholder and mentor. She revealed in a statement that she began 2023 hospitalized, experiencing a rapid 10kg (approximately 22lbs) weight loss within a week, initially raising concerns about potential stomach cancer, which were later ruled out. She added, “I’ve been pouring into others, now it’s time to pour into me.”
Her final Instagram post,in May,showcased her continuing passion for inspiring others while speaking at a beauty event. She captioned the photo, “Doing what I do!”
