As beauty consumers demand increased diversity, brands are racing to incorporate much-needed changes in their representation and inclusivity. One brand that has always practiced what others are now preaching is UOMA Beauty. Established in 2019, the brand draws upon founder Sharon Chuter’s Nigerian heritage to create a blueprint for a global “tribe” of makeup enthusiasts. UOMA Beauty’s commitment to inclusivity since before inclusivity was a buzzword has led to serious Earned Media Value (EMV) momentum: from June 2019 to May 2020, UOMA Beauty garnered $18.6M EMV, a 426% year-over-year growth.
UOMA Beauty’s well-suitedness to the present moment—not to mention all that EMV—made the brand a clear choice as the subject of Tribe Dynamics’ ninth Influencer Marketing Performance report. In our deep dive into UOMA Beauty’s success, we examine how the brand assembled a loyal team of ambassadors, and how it can use Tribe Dynamics to power future EMV gains. Other topics discussed in the report include:
- UOMA Beauty’s February 2020 collaboration with beauty royalty Jackie Aina (@jackieaina on Instagram) and Patrick Simondac (@patrickstarrr) on the Black Magic Carnival Collection.
- How UOMA Beauty turned heads and won praise thanks to Chuter’s June 2020 #PullUpOrShutUp campaign, which challenged beauty brands to adopt more inclusive hiring practices.
- Top-earning ambassador profiles, along with highlights of notable content.
To learn more about UOMA Beauty, and how Tribe Dynamics helps brands drive additional EMV, download our Influencer Marketing Spotlight: UOMA Beauty report today.