The pair talk Walmart, pandemic beauty trends and what real inclusivity looks like in beauty.
When Uoma Beauty and Walmart invited me to a beauty runway show in Los Angeles, I wasn’t sure what to expect. While noteworthy beauty looks are often involved, runway shows are first and foremost about the clothes. How would this one highlight beauty — specifically, Uoma by Sharon C., Uoma Beauty Founder Sharon Chuter‘s new accessible line?
With Walmart resources (the mass chain is the line’s exclusive retailer), an intimate venue, some clever set design, a diverse cast and help from famed celebrity (e.g. Beyoncé) makeup artist Sir John, it all worked surprisingly well. The space was small and, thanks to ol’ Delta, limited to fewer than 60 guests, making it easy to see the models’ faces as they walked down the runway, which was set up to look like a retail beauty aisle. Plus, there were large monitors set up along the walls to give the beauty looks extra visibility.
Chuter and Sir John cast real people, who wore real-people clothes, and walked with real…