Retail Dive: Walmart Partners With Sharon Chuter’s Uoma On Exclusive Beauty Line

Retail Dive: Walmart Partners With Sharon Chuter’s Uoma On Exclusive Beauty Line


Posted on June 22nd 2021, 11:26:37 am


Category: Content Marketing

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Walmart has partnered up with Uoma Beauty founder Sharon Chuter on a beauty line that is exclusive, affordable and sustainable. 

Called “Uoma by Sharon C.”, the products are vegan and contain cruelty-free formulas, and come in recyclable packaging. Its foundation product is also inclusive as it comes in 30 shades. 

This partnership between Sharon Chuter and Walmart was likely driven by brands, especially in the beauty industry, that have been trying to meet their customers’ expectations. Consumers, particularly younger ones, are increasingly demanding companies to take action on a host of social issues, such as social justice, equality, and sustainability. 

According to Chuter, she shares that “clean beauty is the least inclusive space in beauty,” and is bringing a “science-forward,” “price (accessible),” inclusive and green makeup line in her partnership with Walmart.

This partnership also serves to drive Walmart’s ambitions to elevate its exclusive and private labels. Walmart has been rolling out new or revamped owned brands in apparel, home goods and consumer products in the last few years.

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