Just a few weeks ago, we lost a true force in the beauty world. Sharon Chuter, the brilliant mind behind UOMA Beauty and the Pull Up for Change initiative passed away at the young age of 38. She leaves behind not just products, but a significant movement that changed the way we think about what we expect from brands.
In the beauty industry, new products are always popping up. Campaigns are all over our screens, and a TikTok trend can blow up in a matter of hours. Yet, it’s still pretty uncommon to find a brand that’s willing to stand for something beyond just making sales. Sharon Chuter was acutely aware of that distinction.
While she wasn’t the first to push for representation in beauty, she was one of the few who spoke up loud and clear. Many others had asked for more shades, greater visibility, and more room for everyone. But Chuter went further by demanding it. She didn’t treat inclusivity as just another marketing tactic or a temporary theme. For her, fairness was the starting point.
As the founder of UOMA Beauty and the Pull Up for Change movement, she tackled issues that many shied away from. She called out equity and representation as absolute necessities, not just nice-to-haves. Chuter showed us that beauty could be a form of protest, that packaging could speak louder than advertisements, and that products could ignite social movements.
Her influence made the industry confront its own shortcomings. She demonstrated that a brand with principles can do more than sell. It can influence culture, drive policy changes, and redefine what a brand actually represents.
Redefining the Beauty Playbook
Sharon Chuter’s journey starts far from the glamorous displays at Sephora. Born in Nigeria, she’s made waves in the beauty industry with experience at big names like Revlon, L’Oréal, and Benefit Cosmetics. In her time there, she saw how the business often sidelined many, especially Black women and women of color.
For ages, these groups were brushed aside, made to feel like an “afterthought” in the beauty conversation. Shade ranges were limited, and campaigns rarely represented our faces. When diversity was mentioned, it often seemed like a last-minute addition.
When Chuter introduced UOMA Beauty in 2019, she was determined to change that narrative. UOMA, meaning “beautiful” in Igbo, launched with an impressive 51 foundation shades spanning six undertones. Her campaigns embraced individuality and the rich diversity of skin tones, making UOMA a true standard in the industry. That alone would have been noteworthy, but Chuter wasn’t done pushing boundaries.
Pull Up for Change: Branding Meets Activism
In 2020, following George Floyd’s tragic death, brands rushed to post “solidarity statements” on social media. While many sounded good, few had meaningful intentions. Chuter saw through the facade and demanded more.
She initiated Pull Up for Change, a movement that pressed beauty and fashion companies to publicly share how many Black employees they had at corporate and executive levels. The hashtag #PullUpOrShutUp quickly gained traction, pushing major names like Estée Lauder, Ulta, and Sephora to reveal their numbers.
“It was important for me to give my own take on inclusivity and diversity, which is simply allowing people to be their ultimate selves”
For Chuter, her brand represented activism at its finest—bold, unapologetic, and effective. For many consumers, it shifted the focus: we wanted companies to do more than just “stand with us”, we wanted concrete proof that they actually stood for something.
Sharon Chuter’s Legacy in Motion
- 2019 – Launches UOMA Beauty with 51 foundation shades across six undertones, setting new expectations for beauty inclusivity.
- 2020 – Starts Pull Up for Change and the viral hashtag #PullUpOrShutUp, demanding beauty and fashion brands disclose Black representation in their leadership.
- 2021 – Expands advocacy with Pull Up For Change’s Impact Fund, assisting emerging Black-owned businesses.
- 2022 – Honored globally as a leading voice in beauty activism.
- Today – Provides a roadmap for brands to be bold and inclusive, standing firm in their purpose.
Bold Branding, The Sharon Chuter Way
Sharon Chuter’s approach gives us a clear view of what strong, meaningful branding looks like. Here are some key takeaways:
- Make Purpose Non-Negotiable
For Chuter, equity was essential. Too often, brands only start caring about purpose when profits come rolling in. But if your brand isn’t built on firm values, your audience will definitely notice the gap.
Ask yourself: What truth is my brand founded on? If you can’t answer, that’s your starting point.
- Don’t Be Afraid to Be Uncomfortable
Chuter never held back her words to keep people comfortable. Pull Up for Change was straightforward and that’s what made it impactful. Consumers can sense when a brand is hesitant. If you sidestep tough issues to avoid backlash, you risk losing trust. Be bold. Be honest. Say what others avoid.
“The biggest success has been triggering that conversation. Whether companies were involved with Pull Up or not, they were all shaken by it.”
- Representation Is Strategy, Not Charity
Many brands treat diversity like a nice gesture, something added to appear progressive. Chuter turned that idea upside down. For her, representation was a strategy, and it made UOMA resonate with many who had long been overlooked. Representation is what drove her business growth.
- Storytelling Drives Accountability
Pull Up for Change not only shared numbers, but also a narrative about the gap between what brands say and what they actually do. Once that story got out, there was no going back. Your brand’s story can inspire change, but only if it’s grounded in truth.
“I left the corporate world three years ago to set up my own brand because they weren’t making products for us and they weren’t employing us.”
Why This Matters for Black Women Entrepreneurs and Founders
Sharon Chuter’s impact resonates especially for Black women building their brands. Too often, we hear to tone it down or soften our messages to be more acceptable. But Chuter showed us that authenticity is a strength, not a weakness. When you create a brand that speaks the truth, even when it’s tough, you draw in the right people and build a trust that no discount or influencer can replace.
To honor Sharon Chuter is to honor her courage. She didn’t wait for permission to demand equity, nor did she dilute her voice for comfort. She used beauty, an industry that’s often dismissed as superficial, as a platform for truth-telling, activism, and change. Her legacy represents both disruption and dignity. She gave Black women and women of color not just foundation shades that truly matched our skin, but a solid ground to expect more from every brand. She highlighted that business can be both lucrative and meaningful, bold and beautiful.
For founders and leaders, this means creating brands with integrity, weaving equity into every decision, and never silencing our voices for approval. Sharon Chuter showed us that the best brands can change culture, create space, and tell the truth.
Sharon was such a gem and a force to be reckoned with. She will truly be missed!
At Chroma Creators™, we believe your brand deserves that same level of boldness. The world needs more than another polished product; it craves brands with backbone.
If you’re ready to create a brand that reflects your truth and drives real change, holla at us. Let our Chromies make it bold, beautiful, and unapologetically you!
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