See every makeup and skin-care product from Uoma

On Friday, Uoma Beauty and Pull Up For Change founder Sharon Chuter introduces her latest venture: Uoma by Sharon C., a "radically transparent and accessible beauty line" launching exclusively with Walmart.

With an initial 17-product range comprising skin-care and color cosmetics priced between $6 and $24, Uoma by Sharon C. positions itself as "attainable and unapologetic." Per the brand, its formulas are vegan and cruelty-free, its packaging is 100% recyclable and it seeks to incorporate sustainability into the mass-market beauty space.

"The launch of Uoma by Sharon C. is delivering on our promise to continue to set the bar for true non-performative inclusive beauty," said Chuter, via a press statement. "Beauty comes in every color, budget and lifestyle. We are stepping away from established beauty norms of being 'category-led' and, instead, recognizing the reality that we are serving a new age of category agnostic shoppers."