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    UOMA BEAUTYSay What?! Foundation Black Pearl - T2W<p>Shaking up the beauty industry by championing inclusivity and expression, UOMA BEAUTY have created Say What?! Foundation &#8211; or as they like to call it &#8216;the most radical foundation ever made&#8217;. 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 <em>more</em> clever: using an innovative shade identifier known as the Fitzpatrick scale, which measures skin&#8217;s 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 &#8216;Skin Kins&#8217;. This basically means that there isn&#8217;t just one formula, but six different formulations to suit the individual needs and common concerns often associated with each skin type &#8211; so everyone can find the perfect match, or as UOMA BEAUTY calls it: &#8216;Skin Kin&#8217;. They are as follows: &#8216;White Pearl&#8217; is for very fair skin and contains microalgae to counter inflammation and promote regeneration as pale shades often encounter redness and hypersensitivity; &#8216;Fair Lady&#8217; 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; &#8216;Honey Honey&#8217; 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; &#8216;Bronze Venus&#8217; 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; &#8216;Brown Sugar&#8217; 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 &#8211; plus it&#8217;s known to control and regulate pigmentation related genes; &#8216;Black Pearl&#8217; 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, it&#8217;s vegan and cruelty-free! Modern, powerful and rebellious, this innovative line is the beginning of a long-awaited beauty revolution &#8211; and we couldn&#8217;t be more ready to join the new frontier&#8230;</p>UOM005_BPT2W193488100110608214 stars, based on4 reviews 29.50Cult BeautyNew
    • UOMA BEAUTY Say What?!  Foundation Thumbnail
    • UOMA BEAUTY Say What?!  Foundation 1 Thumbnail
    UOMA BEAUTY Say What?!  Foundation

    UOMA BEAUTY
    Say What?! Foundation
    ( 30ml )

    £29.50
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Black Pearl - T1C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T4W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T4N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T4C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T3W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T3N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T3C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Brown Sugar - T1C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T3W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T3N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T3C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Bronze Venus - T1C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T3W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T3N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T3C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Honey Honey - T1C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T3W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T3N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T3C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation Fair Lady - T1C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl T2W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl - T2N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl - T2C Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl - T1W Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl - T1N Mini Swatch
    UOMA BEAUTY Say What?!  Foundation White Pearl - T1C Mini Swatch

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    • Why it's Cult

      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. 

    • Description

      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 skin’s 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 isn’t 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 it’s 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, it’s vegan and cruelty-free! Modern, powerful and rebellious, this innovative line is the beginning of a long-awaited beauty revolution – and we couldn’t be more ready to join the new frontier…

    • How to use

      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.

    • Full ingredients list

      White Pearl: 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 )

      Fair Lady: Water (Aqua), 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, Polymethylsilsesquioxane, Alumina, C20-24 Olefin, Dextrin Palmitate, Fragrance (Parfum), 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, (+/-) May Contain: Ci 77891 [Titanium Dioxide], Ci 77491 [ Iron Oxides ], Ci 77492 [ Iron Oxides ], Ci 77499 [ Iron Oxides ]

      Honey: Water (Aqua), 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, Caprylic/Capric Triglyceride, Disteardimonium Hectorite, Potassium Sorbate, Dimethicone Crosspolymer, Polymethylsilsesquioxane, C20-24 Olefin, Alumina, Dextrin Palmitate, Fragrance (Parfum), Silica, Di-C12-13 Alkyl Tartrate, Poloxamer 338, Tocopherol, Limonene, Butylphenyl Methylpropional, Bht, Rosa Hybrid Flower Extract, Rubus Idaeus Leaf Cell Culture, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, (+/-)/May Contain: Ci 77891 [Titanium Dioxide], Ci 77491 [ Iron Oxides ], Ci 77492 [ Iron Oxides ], Ci 77499 [ Iron Oxides ]

      Bronze Venus: Water (Aqua), 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, Polymethylsilsesquioxane, C20-24 Olefin, Dextrin Palmitate, Fragrance (Parfum), Silica, Di-C12-13 Alkyl Tartrate, Alumina, Poloxamer 338, Tocopherol, Limonene, Butylphenyl Methylpropional, Bht, Rubus Idaeus Leaf Cell Culture, Camellia Sinensis Leaf Extract [Camelia Sinensis Extract], Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, (+/-)/May Contain: Ci 77891 [Titanium Dioxide], Ci 77491 [ Iron Oxides ], Ci 77492 [ Iron Oxides ], Ci 77499 [ Iron Oxides ]

      Brown Sugar: Water (Aqua), 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, Polymethylsilsesquioxane, C20-24 Olefin, Dextrin Palmitate, Fragrance (Parfum), Silica, Di-C12-13 Alkyl Tartrate, Poloxamer 338, Tocopherol, Alumina, Limonene, Butylphenyl Methylpropional, Cirsium Eriophorum Callus Extract, Bht, Rubus Idaeus Leaf Cell Culture, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, (+/-)/May Contain: Ci 77891 [Titanium Dioxide], Ci 77491 [ Iron Oxides ], Ci 77492 [ Iron Oxides ], Ci 77499 [ Iron Oxides ]

      Black Pearl: Water (Aqua), Dimethicone, Trisiloxane, Butylene Glycol Dicaprylate/Dicaprate, Ipdi/Di-C12-13 Alkyl Tartrate/Bis-Hydroxyethoxypropyl Dimethicone Copolymer, Cetyl Peg/Ppg-10/1 Dimethicone Isododecane, Glycerin, Ethylene/Acrylic Acid Copolymer, Hdi/Trimethylol Hexyllactone Crosspolymer, Alcohol, Disteardimonium Hectorite, Sodium Chloride, Sorbitan Sesquioleate, Tetrasodium Edta, Phenoxyethanol, Potassium Sorbate, Caprylic/Capric Triglyceride, Dimethicone Crosspolymer, Fragrance (Parfum), Polymethylsilsesquioxane, C20-24 Olefin, Di-C12-13 Alkyl Tartrate, Silica, Poloxamer 338, Tocopherol, Solanum Lycopersicum (Tomato) Leaf Cell Culture Extract, Limonene,Butylphenyl Methylpropional, Bht, Rubus Idaeus Leaf Cell Culture, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate. (+/-)/May Contain: Ci 77491 [ Iron Oxides ], Ci 77492 [ Iron Oxides ], Ci 77266 (Nano) [Black 2]

      Always check packaging for up-to-date ingredients lists. 

    • Discover More

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    Reviews
    UOMA BEAUTY - Say What?! Foundation

    UOMA BEAUTY Say What?! Foundation Reviews

    Great
    Best foundation ever!
    Love 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.
    Surprisingly a must
    Love the coverage and its texture
    Pores, pores!
    Had really high hopes of this one. Their different formulas and shades were what drew me to this foundation but it started badly and ended worse! It arrived in the wrong shade (tbf I can understand why as the names are too similar). When finally got the right shade it just didn’t seem to sit on my skin right! It sunk into every pore and made my skin so oily and shiny. I stuck with it for a week but it made my skin worse and my pimples and spots broke out around my oilier areas. It’s such a shame but I was so disappointed! Completely waste of £30 and now I’m stuck with a foundation I dare by use. If you have a drier skin you may be ok!

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