Dive Brief:
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Walmart has partnered with Uoma Beauty and Pull Up for Change founder Sharon Chuter on an exclusive, affordable and sustainable beauty line, the companies said by email on Thursday.
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"Uoma by Sharon C." items are priced from $5.99 to $23.99. The products are "naturally derived, vegan," with cruelty-free formulas and 100% recyclable packaging. They're also inclusive, with foundation in 30 shades, per the email.
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As of Friday, Uoma by Sharon C. is available at Walmart.com, UomaBeauty.com and 3,365 Walmart stores.
Dive Insight:
This partnership was sparked by a direct message exchange between Chuter and a Walmart buyer, most likely spurred by corporations' current scramble to do right by Black brands and entrepreneurs.
Organizations like Chuter's Pull Up for Change and Aurora James' Fifteen Percent Pledge, forged as calls for radical change following the murder of George Floyd at the hands of police, have now become avenues for corporations to achieve goals of accessibility and opportunity. So far the beauty industry has been especially responsive, with retailers like Sephora among the first to develop or expand programs.
For the businesses, it's not just about doing the right thing, but also about meeting their customers' expectations. Consumers, especially younger ones, increasingly demand that companies don't just take a stance but also take action on issues of equality, racism, social justice and sustainability. At times, those goals can seem at odds. In a statement, Chuter maintained that "clean beauty is the least inclusive space in beauty."
"I am delighted to be able to bring a balanced, science-forward, mumbo jumbo-free line into this space," she also said. "Best of all, inclusivity is still at the heart of this range, along with price accessibility, high performance and the intersectionality between caring for ourselves yet being mindful of the planet we live in."
The tie-up also furthers Walmart's goals to elevate its exclusive and private labels. For a couple of years now the retail giant has unveiled new or revamped owned brands in apparel, home goods and consumer products. More recently Walmart has announced exclusives with Todd Oldham and GNC.
