![]() With just a little bit of water and about two minutes of gentle circles, my makeup was nowhere to be found. I also didn’t experience any makeup residue on the wipe transferring back to my skin - a nuisance I’ve run into more than a few times. Whereas most wipes or cleansing pads require tugging, rubbing, and still leave residue, I didn’t experience that with these wipes. “Instead of going to a different material that's really bad for the planet, why don't I use the same material that I know is good for the planet, is good for your skin, and, instead, just advance the technology from there?”Ĭompact, easy to travel with, and straightforward, the Cleansing Wipes were everything I wanted them to be before, during, and after use. “Why wouldn't I just make it convenient?” she says. She designed the water-activated, biodegradable Go Awf! Cleansing Wipes to mimic the convenience of a wipe and the eco-conscious practice of putting cleansing agents on a cotton pad. But as a teenager, I did not have the wherewithal to properly remove my makeup after a night out with friends.Ĭhuter nods when I tell her this, understanding that convenience, for many, is key. The negative impact of single-use, non-biodegradable products on the environment is real and well-documented. When we talk about the Go Awf! Water-Activated Cleansing Wipes, I joke that I’m scared to admit I used makeup wipes when I was younger because of how the industry has demonized them in recent years. However, we may receive a portion of sales if you purchase a product through a link in this article. We only include products that have been independently selected by Elite Daily's editorial team. Victoria Warnken/Elite Daily Go Awf! 2-in-1 Water-Activated Cleansing Wipes ($5.99) Each product is packed with good-for-your-skin ingredients, and perhaps most importantly, all the products are under $25.Īfter chatting with Chuter about the products and testing the entire line prior to launch, here’s how I rated the line as a whole in the below areas, followed by a detailed review of each Uoma by Sharon C. This new line, a mass market launch geared toward Gen Z, consists of the following: The Go Awf! 2-in-1 Water-Activated Cleansing Wipes, the Go Awf! Au Natural Cleansing Oil, two strengths of the Supa’ Natural Glow Vitamin C Serum, the Flawless IRL Foundation, the It’s Complicated Glossy Lip Tint & Oil, and the Badder Boom Volumizing Mascara. Chuter made that clear in each of Uoma by Sharon C.’s six launch products. You don’t need to clear out an entire forest for the sake of branding something as “100% natural.” You do need to be conscious and resourceful. ![]() ![]() You don’t need to compromise on formula just to make prices more affordable. Chuter was unwilling to compromise on these tenets of a truly “inclusive” brand in the name of ease or marketing, and the end result is not something that hinges on a trend or a buzz word, but is instead a framework, a “balanced approach to the future” of beauty. ”įor Uoma by Sharon C., that intersectional inclusivity and mindfulness materializes in several ways, namely in accessible pricing, conscious ingredients, responsible sourcing, vegan and cruelty-free formulas, recycled materials, and a diverse range of complexion products. When we talk about sustainability, when we talk about diversity inclusion and equity and bringing everybody to the table, you cannot look at any of these issues. “I'm here to do what we need to do for the future, and that has to be mindful intersectionality. “I'm not here to have low bars,” she tells me recently over Zoom. But not for Chuter, who, after much research and planning since the launch of Uoma Beauty in 2018, is releasing an extension of her brand: Uoma by Sharon C., available on the Uoma Beauty website and exclusively at Walmart on June 18. Sometimes, it seems like the bar for introducing something new to the beauty market is on the floor. This, to me and to Uoma Beauty Founder Sharon Chuter, is essentially a “bullsh*t hysteria” industry masked as science but is largely built on marketing tactics, fear, and exclusivity. There are simply so many beauty brands popping up every single day, particularly in the “clean beauty” arena. That sounds pessimistic as hell, but it’s true. Rarely does a beauty product impress me anymore.
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