UOMA Beauty's Plant-Powered Mascara Caters to BIPOC Lashes
Laura McQuarrie — September 28, 2020 — Fashion
References: uomabeauty & thezoereport
Black-owned beauty brand UOMA Beauty is known for its expansive foundation range with more than 50 shades and its commitment to inclusivity is going beyond foundation with the brand's foray into vegan mascaras. The Drama Bomb Extreme Volume Nourishing Mascara boasts an innovative plant-based formula that's full of conditioning ingredients like castor, avocado and golden jojoba oils, plus vegan-friendly and cruelty-free synthetic beeswax and rice wax.
With this mascara, UOMA Beauty is acknowledging the specific needs of BIPOC lashes, as Black women tend to have short lashes and Asian women's lashes tend to be short and straight. The volumizing, lengthening and lifting mascara formula is paired with an hourglass wand that helps to define short and long lashes alike. The flake-proof, smudge-proof formula is water-resistant and true to its name, promises "mega drama."
Image Credit: UOMA Beauty
With this mascara, UOMA Beauty is acknowledging the specific needs of BIPOC lashes, as Black women tend to have short lashes and Asian women's lashes tend to be short and straight. The volumizing, lengthening and lifting mascara formula is paired with an hourglass wand that helps to define short and long lashes alike. The flake-proof, smudge-proof formula is water-resistant and true to its name, promises "mega drama."
Image Credit: UOMA Beauty
Trend Themes
1. Inclusive Beauty - UOMA Beauty's commitment to inclusivity in its product range presents opportunities for other companies to expand into more diverse markets.
2. Plant-based Cosmetics - The development of innovative plant-based formulas for cosmetics presents an opportunity for disruptive innovation in the beauty industry.
3. Customized Mascara - The focus on specific lash needs of different groups presents an opportunity for customization in mascara formulas.
Industry Implications
1. Beauty - UOMA Beauty's approach to inclusivity and plant-based formulas presents opportunities for innovation in the beauty industry.
2. Sustainability - The development of plant-based and cruelty-free cosmetics presents opportunities for sustainability-focused companies to expand into the beauty industry.
3. E-commerce - The rise of inclusive beauty and customized formulas present opportunities for disruptive e-commerce platforms that focus on customization and diversity.
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