UOMA Beauty Say What? Soft Matte Foundation

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UOMA Beauty Say What?! Weightless Soft Matte Hydrating Foundation

Get ready to revolutionize your makeup routine with the multi-award winning UOMA Beauty Say What?! Weightless Soft Matte Hydrating Foundation. This game-changing foundation comes in a ground-breaking 51 shades, so you're sure to find the perfect match for your skin tone. But this foundation is about so much more than just color - it's uniquely formulated to meet your skin's needs.

Customizable Longwear Vibrant-Matte Finish

Say What?! Foundation is a first-of-its-kind second skin creation that delivers a customized longwear vibrant-matte finish. The innovative formula is infused with nourishing hydration to keep your skin looking and feeling its best all day long. Powered by Biomimicry pigments, this foundation mimics the behavior of your skin for a skin-like, blurring finish.

Full Coverage, Buildable Formulation

This full coverage yet buildable formulation is available in 6 custom formulas designed to cater to the unique needs of different skin color groups, or as UOMA calls them, Skin Kins! Whether you're looking to conceal skin imperfections, minimize the appearance of pores, soften fine lines, or conceal redness, rosacea, and hyperpigmentation, Say What?! Foundation has got you covered.

Inclusive Beauty for All

UOMA - pronounced OMA (uh-mah) - means beautiful, and UOMA believes that beauty starts the moment you decide to be yourself. Founded by Nigerian born, LA & London based former beauty executive Sharon Chuter, UOMA Beauty is on a mission to rewrite the rules of inclusivity and diversity in the beauty industry. This rebellious, innovative brand is created for all, with a commitment to providing products that are truly inclusive.

An Empowered Tribe of Beauty Lovers

At UOMA, we are an empowered tribe. Our race is human, our people are free, our language is color. All are welcome to join our beautiful tribe and experience the magic of UOMA Beauty. Let your true beauty shine with Say What?! Foundation and embrace the diversity and inclusivity that UOMA stands for.