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About Us

O-XUM offers carefully selected brands and products from around the globe that meet the special needs of People Of All Shades. O-XUM is an ecommerce platform where People Of All Shades can enjoy a highly personal and satisfying shopping experience.

Beyond shopping O-XUM is about building community, where People Of All Shades can share experiences and give each other support around their special beauty needs.

And in case you are curious: the name O-XUM was chosen inspired by the West-African deity Oshun who represents primordial beauty, love and sensuality. To us she is the perfect symbol of black beauty and empowerment. 


In regular intervalls O-XUM organizes events, pop-up shops and festivities to bring people of color together to celebrate their natural beauty. These events are fun and empowering and of course also offer you an opportunity to sample our products.

So come join us and celebrate YOUR beauty!!!




Check Out Our Upcoming Envents



"Embrace Your Crown."


Shop Make-Up

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The Founders Vision

All of us founders of O-XUM - being women of African descent living in the Diaspora - had that frustrating experience of trying to shop for beauty products for our needs in the mainstream businesses and not feeling represented by the products on display. So we decided to do something about it. Most mass market brands do not even attempt to cater to the beauty needs of people of color. So we founded O-XUM in 2016 in the creative start-up hotspot Berlin, Germany. We are committed to put an end to endless searches, poor quality and a feeling of being unattended or invisible.

O-XUM is dedicated to become the best platform for beauty products for People Of All Shades. We also strive to give selected African beauty brands access to the European market.