UOMA Beauty releases stunning Coming 2 America makeup collection inspired by African Queens
5th March 2021 | Author:
Victoria Woollaston-Webber
Every now and then a makeup release just hits a little different. To mark the launch of Coming 2 America on Amazon Prime Video (yes, we’re aware this seems like an odd collaboration), UOMA Beauty has created what may be the most stunning collection of images to accompany a new collection that we’ve ever seen.
UOMA (pronounced uh-mah) Beauty calls itself an ‘Afropolitan’ makeup brand inspired by “the cultural heritage of the world’s most racially diverse continent, Africa,” set up by Nigerian-born, LA and London-based former beauty executive, Sharon Chuter. The aim of the brand is to create high-quality formulas that suit a large number of skin tones and needs.
In fact, the brand uses a shade identifier known as the Fitzpatrick scale, which measures skin’s reaction to the sun. You can read more about this scale in our guide to the Morpheus8 skincare treatment.
From this, UOMA Beauty has identified six beauty categories depending on undertone, skin chemistry, and common issues associated with said skin type, to create an all-inclusive range where everyone can find what the brand calls Skin Kins.
Shop the UOMA range
UOMA Beauty Black Magic Coming 2 America Collection
The latest products to join the inclusive UOMA Beauty range come under the exclusive, limited-edition Black Magic Coming 2 America Collection.
The collection has been inspired by the fictional country of Zamunda from the film with the same name and has been designed to showcase African beauty “in its most authentic form,” drawing from African royalty including the Fulani tribe in Nigeria, Niger, and Chad to the Ndebele, and the Aso Ebi/Aso Oke culture.
The collection’s campaign, which was produced by creatives Sir John, Zerina Akers and Trevor Stuurman, and features some of Ruth E. Carter’s original costumes from the film, takes the virtues of nine African Queens – Amina, Yaa Asantewaa, Kandake Amanirenas, Nefertiti, Makeda, Nzinga Mbande, Nandi, Moremi, and Ranavalona – and distills them into five odes.
These are represented as The Black Skinned Beauty portraits: Courage, Pride, Heritage, Opulence, and Resilience (pictured in the gallery below).
If you go to the official UOMA Beauty website you can shop the products used in each of these looks.
Shop the UOMA range
The UOMA Beauty Limited Edition Black Magic “Coming 2 America Collection” is in collaboration with the film Coming 2 America arriving on Amazon Prime Video
It takes the virtues of nine of the greatest queens of Africa and distills them into five odes represented as The Black Skinned Beauty portraits
The edit was inspired by the fictional country of Zamunda from the film, and showcases “African beauty in its most authentic form”
The collection’s campaign was produced by creatives including Sir John, Zerina Akers and Trevor Stuurman
The UOMA Beauty Limited Edition Black Magic Coming 2 America Collection is available from UOMA on 4 March before going on sale at ASOS, Beauty Bay, Flannels, Lookfantastic, Harrods, Liberty and FeelUnique from 5 March
The full Coming 2 America makeup collection from UOMA
These lipsticks are infused with Brazil nut oil to moisturise and nourish lips with minerals and vitamins. Shades: Not So Meeka, Peaches and Akeem, Sexual Chocolate
These kohl eye pencils line and define eyes for crease-free staying power. Shades: Private Jet Black, Purple Reign
This eyeshadow palette contains 10 shades, each one named after an African Queen including Ile Ife, Kush, Mali, Axum, Songhai, Abysinia, Sokoto, Jolof, Dahomey, Ashanti
There are two mini palettes in the Coming 2 America collection from UOMA. This one is called Good Morning Zamunda
These highlighters have a wet-powder formula that blends into the skin
These are the swatches for the Queen To Be palette
The UOMA Beauty Black Magic Coming 2 America Collection includes:
- Black Magic Metallic lipstick (£21): Available in shade Not So Meeka, Peaches and Akeem, Sexual Chocolate
- Royal Heir-itage Colour Palette (£44): This palette contains ten shades named after Queens of ancient Africa, Ile Ife, Kush, Mali, Axum, Songhai, Abysinia, Sokoto, Jolof, Dahomey, Ashanti
- Coming 2 America Mini Colour Palettes (£25 each): The Good Morning Zamunda palette features shades Royal Bloodline, Aristocracy, Moolah, Palm Wine, Gold Stacks, Desert Rose, Wakeup, Gazania. The Queen To Be palette comes in shades Nzinga, Amina, Nefertiti, Yaa Asantewaa, Kandake, Makeda, Nandi, Moremi, Ranavalona
- Kajal Liner (£14): Available in shades Private Jet Black and Purple Reign
- Zamundan Glow Up highlighter palette (£28): A limited-edition trio of pearl-infused highlighters
The UOMA Beauty Limited Edition Black Magic Coming 2 America Collection will be available from UOMA Beauty from 4 March before going on sale via ASOS, Beauty Bay, Flannels, Lookfantastic, Harrods, Liberty, and Feelunique from 5 March.
Shop the UOMA range
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Victoria is founder and editor-in-chief of mamabella, freelance journalist and Mum. She has a passion for empowering people to feel beautiful whatever their age, size, skin type and budget
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