The global beauty industry is mourning the loss of Sharon Chuter, the founder of UOMA Beauty and the activist behind Pull Up For Change, who has passed away. Chuter was celebrated as one of the most fearless and influential voices in the sector, pushing for diversity, equity, and accountability at a time when the industry was being forced to reckon with long-standing systemic inequalities.
Born in Nigeria and later establishing herself on the global stage, Sharon Chuter carved out a career defined by courage and disruption. Before launching her own company, she worked in leadership roles at major multinationals including Revlon, L’Oréal, and Benefit Cosmetics. It was during this time that she observed first-hand the structural issues and lack of inclusivity that dominated the beauty landscape.
In 2019, she founded UOMA Beauty, a brand that quickly earned international acclaim for its unapologetically bold vision of inclusivity. With one of the most extensive foundation shade ranges on the market and a marketing ethos rooted in celebrating cultural diversity, UOMA was hailed as a breakthrough in representation. It wasn’t just about products; it was about storytelling, identity, and reclaiming space in an industry that too often excluded people of colour.
“Beauty comes in every shade, every background, every identity,” Chuter once said. “UOMA is here to make sure everyone sees themselves reflected.”
Chuter’s influence, however, reached far beyond the beauty counter. In 2020, amid the global reckoning on racial justice, she launched Pull Up For Change, an initiative that called on brands to publicly disclose the number of Black employees in their organisations, particularly at leadership level.
What began as a social media campaign quickly became a global movement. Within weeks, some of the world’s largest companies, including tech giants, fashion houses, and beauty conglomerates, responded to her challenge. For many, it was the first time such data had been made public.
Chuter’s direct, uncompromising approach resonated with younger consumers and professionals who demanded more than performative statements from corporations. Pull Up For Change shifted the conversation from diversity marketing to tangible accountability, and its impact is still being felt across industries today.
More than an entrepreneur and activist, Sharon Chuter was a cultural force. She spoke openly about the challenges she faced as a Black woman in corporate spaces and used her platform to advocate for those who felt excluded or overlooked.
Through her work, she demonstrated that business could be both profitable and principled. UOMA Beauty was not only stocked in major retailers like Ulta and Selfridges, but also became a case study in how purpose-driven brands could succeed globally.
Chuter also inspired countless young professionals. From aspiring beauty founders to activists in other sectors, many credit her with showing them that it was possible to disrupt established systems and still thrive. She became a sought-after speaker, appearing on international panels and in media outlets where she consistently reminded audiences that inclusivity must be more than a marketing slogan.
At The W, we were honoured to feature Sharon Chuter as a cover girl. She represented everything our publication stands for: vision, courage, and the power of women to create lasting change.
Sharon Chuter’s passing leaves a profound void in the beauty world and beyond. She will be remembered not only for her entrepreneurial brilliance but also for her fearless activism and commitment to equity. Her legacy lives on in every shade of foundation that finally reflects a broader spectrum of humanity, in every corporate report that now acknowledges representation, and in every young person emboldened by her example to speak up and demand better.
The industry has undoubtedly changed because of her. Sharon Chuter proved that beauty is political, that representation matters, and that true leadership means creating space for others to thrive.
Rest in power, Sharon Chuter.
