Its since gone back to operating, at least outwardly, almost as if nothing ever happened.
Clearly, theres more to this story than a cut-and-dry acquisition.
April 2019: Uoma Beauty launches at Ulta.
Courtesy of Uoma Beauty
Sharon Chuter launched Uoma with 108 products spanning numerous categories including lips, eyes, and complexion.
The brands Say What!?
The following year,Allurewould give Uoma twoBest of Beautyawards, for the Say What!?
Foundation and Black Magic Lipsticks.
Not only did people love Uomas formulas, but they also loved its message and mission.
Some of those products are still available online at Walmart and on Uomas website.
May 2023: Sharon Chuter steps down as Uomas CEO.
Chuter’s Instagram announcement cited health struggles and a lack of work-life balance as her reasons for stepping down.
Chuter toldAllurein a March 10 follow-up, My medical leave was planned and always intended to be temporary.
It was supposed to end on the first of July, 2023.
This did not happen.
BrainTrust Fund declined to comment on its involvement with Uoma when we reached out in December.
They claim in their statement that during this review serious financial problems were discovered.
August 2023: Uoma goes silent on social media.
August 2023 was the last time Uoma Beauty was active on Instagram until November 2024.
By the end of that month, the filing claims, BrainTrust had essentially shut down the business.
Chuter claims to have requested a board meeting to discuss the matter.
However, BrainTrust ignored Ms. Chuters requests for the companys then-current financials, despite Ms. Chuters follow-up inquiries.
A copy of the proposal is included as exhibits in the lawsuit filing.
Both parties declined, citing the active litigation, and Chuter citing both the litigation and inaccessible email inboxes.
December 2023: Uoma Beauty goes private equity.
It would take roughly a year for MacArthur to proceed with brand operations following the announcement of the acquisition.
What was the hold-up?
November 2024: Uoma Beauty announces its return.
On November 26, 2024, Uoma publishedan Instagram postcaptioned, Missed us?
We missed you too.
Thank you to our powerful community for your patience.
We cant wait for you to see what we have in store for youthis is just the beginning.
We asked MacArthur for these details during a follow-up inquiry and did not receive a response.
At the time of publishing, it hadnt happened.
December 2024January 2025: Uoma enters a new era.
With a revived Instagram account and new leadership in place, Uoma began to move forward.
At the time of publication, Uoma products are available on both retailers websites.
Ulta Beauty and JCPenny declined to comment on their current relationships with Uoma.
Sir John toldAllurethat he would remain involved with Uoma as a partner through MacArthur Beauty.
I love the products and I love the dedicated audience.
February 2025: Chuter files a lawsuit.
Meanwhile, Uoma Beautys new leadership is forging ahead with its aforementioned goals for the future.
It remains to be seen how Chuters lawsuit will play out.
It included her headshot and an outline of the complaint.
The many beauty lovers who became loyal to Uomas formulas certainly hope that mission will continue.
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