Sharon Chuter, founder of Uoma Beauty and Pull Up For Change, dies at 38 Greta Cross, USA TODAYAugust 26, 2025 at 12:05 AM Sharon Chuter, founder of the inclusive beauty brand Uoma Beauty, has died at 38, according to medical examiner records. Chuter died on Aug.
- - Sharon Chuter, founder of Uoma Beauty and Pull Up For Change, dies at 38
Greta Cross, USA TODAYAugust 26, 2025 at 12:05 AM
Sharon Chuter, founder of the inclusive beauty brand Uoma Beauty, has died at 38, according to medical examiner records.
Chuter died on Aug. 14, according to the County of Los Angeles Medical Examiner. Her death remains under investigation, as of Aug. 25.
Uoma Beauty addressed the death of its founder and former CEO in an Instagram post on Monday, Aug. 25, calling the news "deeply saddening."
"Our thoughts and condolences go out to her family & loved ones during this difficult time," the post said.
Chuter founded Uoma Beauty in 2019. The brand was sold in Ulta Beauty stores across the country and featured more than 100 products for the face, lips and eyes, including the notable 51 shades of foundation for different skin tones.
But makeup wasn't where Chuter's work stopped.
In June 2020, amid the nationwide Black Lives Matter protests, Chuter started the hashtag, #PullUpOrShutUp. The challenge asked corporations to go beyond posting a black square on their social media feeds to publicly share the number of Black employees in their organizations and leadership, according to the Pull Up For Change website. Over the course of one week, more than 300 companies released their diversity reports, the website continues.
Now a nationwide initiative, Pull Up For Change focuses on economic equality, corporate transparency and Black enterprise. In 2021, Pull Up For Change donated $370,000 worth of grants to eight Black individuals interested in founding their own businesses, according to the Pull Up For Change website.
Stepping down from Uoma
In 2023, Chuter stepped down as CEO of Uoma Beauty, as announced in an Instagram post. The company was then acquired by MacArthur Beauty, BrainTrust Fund and Settle Funding.
"I've been pouring into others, now to pour into me and mostly to spend time with my favorite person in the world (ME)," Chuter wrote in the Instagram post. "I've missed me. I feel beautiful when I feel free and I'm taking back charge of my life and liberating myself to learn the meaning of healthy detachment."
Left to right: Tyran "Ty Ty" Smith, Laverne Cox, Shaun Ross, EJ Johnson and Sharon Chuter attend Netflix's Hollywood Tastemaker at San Vicente Bungalows on Feb. 23, 2020 in West Hollywood, California.Lawsuit ongoing up until Chuter's death
In February, Chuter filed a lawsuit against MacArthur Beauty, BrainTrust Fund and Settle Funding. Chuter alleged that the companies pushed her out of the business while she was on medical leave, "deceitfully and unlawfully" stealing the company, according to court documents.
Chuter alleged that entire company departments and employees were removed without her notice and during her medical leave. However, in July 2023, leadership left the company, essentially (shutting) down the business," court documents read.
Following this, Chuter was allegedly offered a "lowball" for the purchase of her shares, which she refused, according to court documents.
Sharon Chuter, left, and Munroe Bergdorf pose with the Beauty game changer award in the winners room at the Glamour Women of the Year Awards 2022 at Outernet London on Nov. 8, 2022 in London, England.Fans mourn Chuter
Since the announcement of Chuter's death, fans of Uoma and her advocacy work have poured their love on social media.
"What a force for change, equality fairness. Beauty has lost a bright, shining light and Sharon, we are better for all that you've done for us and all that you've done for the industry," BeautyStat founder and chemist Ron Robinson said in a recent TikTok video.
"Thank you for everything you did for the beauty world," one Instagram user commented on Chuter's most recent Instagram post, shared in May. "You pulled up for change in so many incredible ways. You are loved and you will be dearly missed."
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].
This article originally appeared on USA TODAY: Sharon Chuter dies at 38. Black business advocate founded Uoma Beauty.
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