Uoma Beauty launched its limited-edition Black Magic Coming 2 America makeup collection last week, and the packaging is just as eye-catching as the makeup.

Sharon Chuter, Uoma Beauty’s founder, comments:

“The packaging for the entire collection was very intentional, and a lot of thought went into each piece. I wanted it to tell a balanced story of my home continent and the royalty that derives from it. I wanted to show it in all its forms and tell its stories.”

Chuter continues:

“I took it as an opportunity to tell the story of our history since it’s a story that is so rich and layered and beautiful—but doesn’t get told often.”

Zamunda, the fictional lush royal country from the film, inspired the makeup looks.

Chuter says she was also inspired by real-life African royalty, including the Fulani tribe in Nigeria and the Aso Ebi/Aso Oke culture, when she created the line, which aims to showcase African beauty.

Coming 2 America premiered globally on Amazon Prime on March 5th. A sequel to the original classic, the film stars Eddie Murphy as King Akeem and Arsenio Hall as his trusted confidante Semmi.

Makeup Fit for a Royal

Uoma Beauty’s Black Magic Coming 2 America collection includes rich and regal royal blues and golds, as well as playful neon hues. It features palettes, lipstick, liners, and more, including:

• Black Magic Metallic Lipstick
• Royal Heir-Itage Color Palette, named for 10 ancient African queens
• Coming 2 America Mini Palette, in two color groups—Good Morning and Queen to Be
• Kajal Liner
• Zamundan Glow Up Highlighter Palette

The packaging includes cartons adorned with illustrations and leopard-spot-prints. There are paperboard palettes made from paperboard, decorated with luxe finishes, and lipstick cases featuring metalized finishes. 

A Beautiful Colorful Campaign & Video

The campaign takes the virtues of nine of the greatest queens of Africa—Amina, Yaa Asantewaa, Kandake Amanirenas, Nefertiti, Makeda, Nzinga Mbande, Nandi, Moremi, and Ranavalona—and distills them into “five odes.” These are represented as “The Black Skinned Beauty” portraits—Courage, Pride, Heritage, Opulence, and Resilience.

See them in this Instagram post—along with makeup swatches.

The campaign video expresses the meaning of ‘The Black Skinned Beauty’ with an adaptation of a poem written by 12-year-old Oyinkansola Adesewa and Sharon Chuter.

It showcases the collection’s beautiful, highly-pigmented makeup—and Ruth E. Carter’s original costumes from the film. The video was produced by Sir John, Zerina Akers, and Trevor Stuurman.

Watch the campaign video below.