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UOMA Beauty Say What Foundation 30ml (Various Shades)
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4 instalments of £4.42 with clearpay Learn more
Frustrated by the lack of inclusion and diversity in the beauty industry, make up maven Sharon Chuter created UOMA BEAUTY the first Afropolitan make up brand with the aim of creating high-quality formulas that are created for everybody from the inception. This game-changing foundation has been dubbed by the brand as the most radical foundation ever made and we can only agree with them! Available in a staggering 51(!) shades, the formula is available in six custom formulas to suit the unique needs and concerns of different complexion tones. Lightweight, long-wearing and hydrating, it grants a soft matte finish and a clever blurred effect for a smooth, flawless canvas.
Shaking up the beauty industry by championing inclusivity and expression, UOMA BEAUTY have created Say What?! Foundation or as they like to call it the most radical foundation ever made. How so? For a start, the foundation is available in a whopping 51 shades, from very fair to very deep, each with a range of undertone variations. But it gets even more clever: using an innovative shade identifier known as the Fitzpatrick scale, which measures skins reaction to the sun, UOMA BEAUTY have 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 their Skin Kins. This basically means that there isnt just one formula, but six different formulations to suit the individual needs and common concerns often associated with each skin type so everyone can find the perfect match, or as UOMA BEAUTY calls it: Skin Kin. They are as follows: White Pearl is for very fair skin and contains microalgae to counter inflammation and promote regeneration as pale shades often encounter redness and hypersensitivity; Fair Lady is for fair skin, a skin shade most commonly associated with premature aging and dry/combination, so the foundation stars anglianco grape extract to induce hyaluronic acid synthesis, stimulate collagen production and improve cell detoxification; Honey Honey is for olive skin, a skin shade most commonly associated with premature aging and dry/combination, so the formulation contains rose hybrid extract to repair by contributing to elastin induction, while protecting the skin from inflammation and free radicals, and reducing sebum production; Bronze Venus is for rich tan skin, which is commonly associated with hyperpigmentation and oily/combination types, so the formulation contains white tea extract to protect, reduce inflammation and detoxify; Brown Sugar is for brown skin, which is also commonly associated with hyperpigmentation and oily/combination types, so contains wolly thistle extract to reduce inflammation, minimise pores and reduce sebum production plus its known to control and regulate pigmentation related genes; Black Pearl is for very deep tones, which often encounter dullness, so the formula is enriched with tomato extract to amp up radiance while protecting against free radicals. Beautifully lightweight, long-wearing and hydrating, the formula grants adjustable coverage that can be built up from subtle to full before it dries to a soft matte finish. The foundation is also infused with biomimicry pigments, which essentially mimic your skin to grant a blurred effect, smoothing the appearance of fine lines and pores for a truly flawless finish. To top the whole thing off, its vegan and cruelty-free! Modern, powerful and rebellious, this innovative line is the beginning of a long-awaited beauty revolution and we couldnt be more ready to join the new frontier
Shake well before use and apply onto clean skin. For the best results use a buffing brush or sponge for application and then blend for a stunning velvety skin-like matte finish. Use fingers for a sheerer coverage.
For sheer to medium coverage apply sparsely. For medium to full coverage apply generously. For full to extreme coverage apply multiple layers.
Aqua ( Water ), Dimethicone, Isododecane, Synthetic Fluorphlogopite, Trisiloxane, Ipdi/Di-C12-13 Alkyl Tartrate/Bis-Hydroxyethoxypropyl Dimethicone Copolymer, Butylene Glycol Dicaprylate/Dicaprate, Ethylene/Acrylic Acid Copolymer, Hdi/Trimethylol Hexyllactone Crosspolymer, Cetyl Peg/Ppg-10/1 Dimethicone, Glycerin, Alcohol, Sodium Chloride, Sorbitan Sesquioleate, Tetrasodium Edta, Phenoxyethanol, Disteardimonium Hectorite, Potassium Sorbate, Caprylic/Capric Triglyceride, Dimethicone Crosspolymer, Alumina, Polymethylsilsesquioxane, C20-24 Olefin, Dextrin Palmitate, Parfum ( Fragrance ), Silica, Di-C12-13 Alkyl Tartrate, Poloxamer 338, Tocopherol, Limonene, Butylphenyl Methylpropional, Bht, Rubus Idaeus Leaf Cell Culture, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Pseudanabaena Galeata Extract, Ci 77891 ( Titanium Dioxide ), Ci 77491 ( Iron Oxides ), Ci 77492 ( Iron Oxides ), Ci 77499 ( Iron Oxides ).
Please note ingredients may vary shade to shade.
UOMA Beauty Say What Foundation 30ml (Various Shades)
Earn 18 Status Points
RRP: £29.50
£20.65
Save: £8.85
-
4 instalments of £4.42 with clearpay Learn more
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Frustrated by the lack of inclusion and diversity in the beauty industry, make up maven Sharon Chuter created UOMA BEAUTY the first Afropolitan make up brand with the aim of creating high-quality formulas that are created for everybody from the inception. This game-changing foundation has been dubbed by the brand as the most radical foundation ever made and we can only agree with them! Available in a staggering 51(!) shades, the formula is available in six custom formulas to suit the unique needs and concerns of different complexion tones. Lightweight, long-wearing and hydrating, it grants a soft matte finish and a clever blurred effect for a smooth, flawless canvas.
Shaking up the beauty industry by championing inclusivity and expression, UOMA BEAUTY have created Say What?! Foundation or as they like to call it the most radical foundation ever made. How so? For a start, the foundation is available in a whopping 51 shades, from very fair to very deep, each with a range of undertone variations. But it gets even more clever: using an innovative shade identifier known as the Fitzpatrick scale, which measures skins reaction to the sun, UOMA BEAUTY have 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 their Skin Kins. This basically means that there isnt just one formula, but six different formulations to suit the individual needs and common concerns often associated with each skin type so everyone can find the perfect match, or as UOMA BEAUTY calls it: Skin Kin. They are as follows: White Pearl is for very fair skin and contains microalgae to counter inflammation and promote regeneration as pale shades often encounter redness and hypersensitivity; Fair Lady is for fair skin, a skin shade most commonly associated with premature aging and dry/combination, so the foundation stars anglianco grape extract to induce hyaluronic acid synthesis, stimulate collagen production and improve cell detoxification; Honey Honey is for olive skin, a skin shade most commonly associated with premature aging and dry/combination, so the formulation contains rose hybrid extract to repair by contributing to elastin induction, while protecting the skin from inflammation and free radicals, and reducing sebum production; Bronze Venus is for rich tan skin, which is commonly associated with hyperpigmentation and oily/combination types, so the formulation contains white tea extract to protect, reduce inflammation and detoxify; Brown Sugar is for brown skin, which is also commonly associated with hyperpigmentation and oily/combination types, so contains wolly thistle extract to reduce inflammation, minimise pores and reduce sebum production plus its known to control and regulate pigmentation related genes; Black Pearl is for very deep tones, which often encounter dullness, so the formula is enriched with tomato extract to amp up radiance while protecting against free radicals. Beautifully lightweight, long-wearing and hydrating, the formula grants adjustable coverage that can be built up from subtle to full before it dries to a soft matte finish. The foundation is also infused with biomimicry pigments, which essentially mimic your skin to grant a blurred effect, smoothing the appearance of fine lines and pores for a truly flawless finish. To top the whole thing off, its vegan and cruelty-free! Modern, powerful and rebellious, this innovative line is the beginning of a long-awaited beauty revolution and we couldnt be more ready to join the new frontier
Shake well before use and apply onto clean skin. For the best results use a buffing brush or sponge for application and then blend for a stunning velvety skin-like matte finish. Use fingers for a sheerer coverage.
For sheer to medium coverage apply sparsely. For medium to full coverage apply generously. For full to extreme coverage apply multiple layers.
Aqua ( Water ), Dimethicone, Isododecane, Synthetic Fluorphlogopite, Trisiloxane, Ipdi/Di-C12-13 Alkyl Tartrate/Bis-Hydroxyethoxypropyl Dimethicone Copolymer, Butylene Glycol Dicaprylate/Dicaprate, Ethylene/Acrylic Acid Copolymer, Hdi/Trimethylol Hexyllactone Crosspolymer, Cetyl Peg/Ppg-10/1 Dimethicone, Glycerin, Alcohol, Sodium Chloride, Sorbitan Sesquioleate, Tetrasodium Edta, Phenoxyethanol, Disteardimonium Hectorite, Potassium Sorbate, Caprylic/Capric Triglyceride, Dimethicone Crosspolymer, Alumina, Polymethylsilsesquioxane, C20-24 Olefin, Dextrin Palmitate, Parfum ( Fragrance ), Silica, Di-C12-13 Alkyl Tartrate, Poloxamer 338, Tocopherol, Limonene, Butylphenyl Methylpropional, Bht, Rubus Idaeus Leaf Cell Culture, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Pseudanabaena Galeata Extract, Ci 77891 ( Titanium Dioxide ), Ci 77491 ( Iron Oxides ), Ci 77492 ( Iron Oxides ), Ci 77499 ( Iron Oxides ).
Please note ingredients may vary shade to shade.
Customer Reviews
Top Customer Reviews
Thanks for sharing your thoughts! Please remember that results will vary from person to person. We're proud to say that all customer reviews are independent, authentic and do not represent the views of Cult Beauty or The Hut Group.
Lovely
I have combo skin that can look shiny after a few hours but not with this foundation. Does get a little more dewy as through the day but nothing like some others I have tried. Blends beautifully and can be built up or worn sheer, such a versatile lovely foundation and quickly becoming my favourite ❤
Report this reviewGreat all rounder
This is one of those rare foundations you can build up without looking cakey. In the same breath, it’s so lightweight but with great coverage. I never use any more than two pumps. With great coverage sometimes means it’s hard to work with. But goes on like a dream!! This means if you’re a busy mum like me. Having to go full glam but lacking the skills of MUA or a YouTuber Jackie et al is a lot easier. Also, it’s great for oily skin or dry skin. It’s just perfect in the middle. With an array of undertones. You’re bound to get the right shade.
Report this reviewAll time favorite - when is FL T2N back in stock?
I have very dry skin and this is the best foundation that I have tried. It keeps my skin hydrated during the day and looks better and better the longer I wear it. So I LOVE IT. But, I bought my first and only bottle of Fair lady T2N last year and have since run out. But this color is sold out everywhere. After months I gave up waiting for it and purchased another foundation from another brand. I hope it will restock soon.
Report this reviewOne of my favorites
It's a high coverage foundation that has a beautiful and natural finish - when I need something to last me all day and cover 95% of the flaws in my skin, I go for this one with a setting powder, and when I need it for a glowy more relaxed look but still perfected), I just use it without setting powder. Great results every time, and it plays well with wrinkles and my oily skin!
Report this reviewNothing special
I have very oily skin and this foundation looks horrible on my skin after few hours.. disappointed :(
Report this reviewHoly Grail
As an oily-skinned girl with lots of hyperpigmentation from acne, I need a full coverage foundation that isn't going to move and will stay in place all day and night because I'm a social butterfly and by day I'm working on consultations for our Cult Beauties and by night I like to let my hair down and party and this foundation lasts me all day and still looks just as good as the first application.
Report this reviewSpecial
This foundation is very, very liquid. This results in a wonderful appliance, it really glides over the skin. It's not heavy on the skin either! It also has a hydrating feeling Actually you barely feel you're wearing foundation! This is the advantage: texture and feel on the skin. What somewhat disappointed me, but I need to use it more to check this better, is that it barely had coverage. I thought one layer would be visible, but actually you don't notice it in appearance. It's somewhat similar than the Laura Mercier Tinted Moisturizer, but that was called moisturizer. I haven't checked if it was buildable.
Report this reviewLove it!!
I love this foundation!! I use a damp beauty blender and this just gives the skin such a “filter-like” appearance. My pores appear less significant, my dry skin doesn’t flake or is accentuated. It really does give a soft matte finish. Beautiful, just beautiful.
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