In a world where clean beauty plays it safe and accessible means boring, UOMA needed a sister brand that would kick down category conventions. The mission? Create a beauty revolution that everyone could join—no invitation (or trust fund) needed.

While the clean beauty category whispered in neutrals, we saw an opportunity to scream in hot pink. Being yourself might be the ultimate rebellion, but first, you need beauty products that don't cost a month's rent.

Turn beauty's most stereotypically 'pretty' colour into a battle cry. By claiming hot pink before it was cool (hello, Barbiecore), we created a brand that proves affordable clean beauty can be as punk as any luxury rebel.