# How I Built Resilience: Live with Sharon Chuter

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-07-09
- Length: 22m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter

## Summary

Sharon Chuter, founder of UOMA Beauty, explains how her frustration with the beauty industry's lack of inclusivity led her to launch a cosmetics brand with 51 foundation shades tailored to six skin families. She discusses the strategic shift from heavy retail reliance to a DTC model, where the website now drives nearly 80% of revenue, and details her 'Pull Up or Shut Up' campaign demanding transparency on workforce diversity from major beauty corporations.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=0) Introduction: Sharon Chuter and UOMA Beauty
- [2:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=138) Product Design: 51 Shades and Skin Families
- [4:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=278) Background: From Nigeria to Corporate Beauty
- [8:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=492) Business Strategy: Retail to DTC Pivot
- [9:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=595) Product Decision: Why No SPF in Foundation
- [11:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=690) Activism: The 'Pull Up or Shut Up' Campaign
- [16:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=990) Systemic Issues: Hiring, Funding, and Bias
- [21:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter#t=1303) Conclusion: Diversity as Business Imperative

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- UOMA Beauty (company)
- Revlon (company)
- L'Oreal (company)
- Benefit (company)
- Ulta (company)
- Selfridges (company)
- Sephora (company)
- Max Factor (company)
- Supergoop (company)
- U.S. Bank (company)

## Related episodes from other shows

- [Founder Feature: Veena Krishnan and Whitney McElwain of Daybird](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-10-founder-feature-veena-krishnan-and-whitney-mcelwain-of-daybird) (The Startup CPG Podcast)
- [Founder Feature: JoLynn Henke and Peter Clarkson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-24-founder-feature-jolynn-henke-and-peter-clarkson) (The Startup CPG Podcast)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Founder Feature: Gloria Allorbi of Gloria’s Shito®️](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-11-founder-feature-gloria-allorbi-of-glorias-shito) (The Startup CPG Podcast)
- [#104 How Project Potluck is Creating a More Inclusive, Equitable, and Colorful CPG Industry with Kathleen Casanova](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-08-22-104-how-project-potluck-is-creating-a-more-inclusive-equitable-and-colorful-cpg) (The Startup CPG Podcast)

## Citing this page

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