UOMA Beauty Coming 2 America Makeup Collection Price Launch

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 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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