You Asked For It...

Our viral Trippin Smooth Powder is now available in a truly translucent shade.

As Seen on Tik Tok

A collection of our viral products that have taken the internet by storm!

Award Winners

Check out our award winners and editors favorites.

Salute to the Sun

A limited edition collection inspired by the mesmerizing beauty of Egypt.

TIK TOK KNOWS BEST

You've probably seen these before. There's a reason for that 😉

SHOP ALL

meet your match

You're on your way to complexion perfection!

Black Pearl - T2W
Black Pearl - T2N
Black Pearl - T2C
Black Pearl - T1W
Black Pearl - T1N
Black Pearl - T1C
Brown Sugar- T4W
Brown Sugar - T4N
Brown Sugar - T4C
Brown Sugar - T3W
Brown Sugar - T3N
Brown Sugar - T3C
Brown Sugar - T2W
Brown Sugar - T2N
Brown Sugar - T2C
Brown Sugar - T1W
Brown Sugar - T1N
Brown Sugar - T1C
Bronze Venus - T3W
Bronze Venus - T3N
Bronze Venus - T3C
Bronze Venus - T2W
Bronze Venus - T2N
Bronze Venus - T2C
Bronze Venus - T1W
Bronze Venus - T1N
Bronze Venus - T1C
Honey Honey - T3W
Honey Honey - T3N
Honey Honey - T3C
Honey Honey - T2W
Honey Honey - T2N
Honey Honey - T2C
Honey Honey - T1W
Honey Honey - T1N
Honey Honey - T1C
Fair Lady - T3W
Fair Lady - T3N
Fair Lady - T3C
Fair Lady - T2W
Fair Lady - T2N
Fair Lady - T2C
Fair Lady - T1W
Fair Lady - T1N
Fair Lady - T1C
White Pearl - T2W
White Pearl - T2N
White Pearl - T2C
White Pearl - T1W
White Pearl - T1N
White Pearl - T1C

Black Pearl - T2N

  • Deep
  • Medium Deep
  • Medium
  • Medium Light
  • Light
Match By Brand Take The Quiz

COMPLEXION PERFECTION

Meet your match with our inclusive complexion range powered by skin loving ingredients.

SHOP ALL

SHARON CHUTER
FOUNDER, CEO & CREATIVE DIRECTOR

“Everyone deserves to walk into a beauty hall and feel inspired and included. All will always be welcome to our beautiful tribe”

LEARN MORE

FUN SIZED FAVORITES

Black

Drama Bomb Extreme Volume Mascara Mini

FEMINIST

Black Magic Hypnotic Impact High Shine Lipstick Mini

TRACY

Badass Icon Matte Lipstick Mini

SIMONE

Badass MF Lip Liner Mini

global

Afro.Dis.iac Liquid Eyeliner Mini

global

Big Head Dual-Density Sponge Mini

Press Highlights

The UOMA Beauty Drama Bomb mascara is literally "fake it 'til you make it" in a bottle. A few coats of this mascara makes it look like I have way more lashes than I actually do. Plus, it doesn't clump together and it's not runny, so no Lauren Conrad mascara tear 'round here!

After covering one too many jeans with powder dust, I honestly swore off messy setting powders… this powder and its brilliant packaging brought me back. You just turn the bottom of the powder while the lid is still closed, and when you open it, you can just dip your brush or beauty sponge into the bottom of the jar without powder flying everywhere.

If you’re a full-coverage gal like me, you’ll love this foundation. It covers all my dark spots and acne scars and has a beautiful finish that looks almost airbrushed. The shade range is extensive (51 shades!) and is broken up into six different groupings instead of the standard light, medium, and dark. As someone with tan skin, I have trouble finding a foundation that has great midrange options.

The shimmer, gloss and color all come together in a perfect subtle balance, so despite my first reaction, this has become my go-to everyday lipstick. The color is light enough to swipe on for a natural daytime look, while the low-key shine adds the fun and playfulness we all need these days.

I have always been a fan of a bold lip, and the Badass Icon Matte lipstick gives me just that. The lipstick goes on lightweight and is hydrating, while the color is super pigmented—you really only need one swipe and you’re good for hours.

I have become a recent lip liner addict, and this is one of my favorites. It has a classic waxy formula that truly sticks around even after masking or sipping, but still is creamy enough that it just glides right on when I apply it.

The packaging and presentation of the lipstick had me at first glance. If matte formulas aren't your go-to, this new release gives color payoff and high shine. (Think: a gloss but more pigmented.)

Most of my trusty primers are too matte to be of any help. Enter this primer, which has the same smoothing, blurring, and makeup-extending power as my usual stash, but adds a needed boost of hydration thanks to mushroom extract and chamomile water.

One end contains a melt-on-contact creamy contour, the other a luminous highlighter that’s infused with antioxidants and hydrating ingredients. In short? It contains all you need for a perfectly sculpted and strobed look. Also nice: The formula is long-wearing and doesn’t budge, ensuring you’ll get in a full day of wear sans fading.

the coolest thing about this powder is that it’s hydrating. You’re not going to get that patchy dryness that some powders leave behind. The finish is truly “your skin but better,” smooth and luminous. Because it’s so ultra-fine, it doesn’t settle into lines on your face and it has zero flashback. It’s a brand new version of what a powder can be.

This award-winning foundation is a total game changer for anyone looking to mask redness and rosacea. The buildable, long-wear formula hydrates while delivering a second-skin matte finish that blurs and conceals imperfections like a pro. Plus, it’s available in a whopping 51 shades, so finding your perfect match is a breeze.

Not only does this award-winning foundation come in more than 50 shades, but it does a fantastic job of delivering full coverage of dark spots and acne for an overall poreless and blurred effect. What we love most is that the brand created six unique formulas across six categories of skin tones and their different concerns.