Well, it’s official: Youthforia is no more. And honestly, I’m not surprised. I’m not even going to pretend that I am. The brand had a thriving community of beauty lovers who believed in the movement and supported her, and they failed them.
The controversy that started it all came with Youthforia’s Date Night Skin Tint Serum Foundation. In August 2023, the brand launched the foundation with just 15 shades, far below the industry standard. The beauty community was pushing Youthforia to expand its shade range to be truly inclusive, and the brand’s response to deepening the shade range was their new darkest shade, 600, which was widely criticized for being completely unwearable. Beauty influencer Golloria George called it “tar in a bottle” and “literally jet black,” and comparison videos to black face paint went viral. Social media erupted as users pointed out that the shade didn’t blend, didn’t match real skin tones, and felt performative rather than genuinely inclusive. Reddit threads and Twitter posts were full of disappointment, with many calling out Youthforia for what felt like a rushed and tone-deaf attempt at diversity, ultimately ignoring the very feedback their community had been giving them.
After that mess, you’d think that Fiona Co Chan, who secured a $400,000 investment from Mark Cuban on Shark Tank in 2023 and openly shared that her strategy was to exit, would have handled this with more sensitivity. A buyout not only requires numbers, but a clean reputation and loyal community. The foundation debacle suggested a lack of foresight and understanding, which is surprising given the resources and exposure she had.
Chan’s response to the backlash didn’t help. While she described the decision to close Youthforia as “a tough one – a heartbreaking one,” she never fully addressed the shade controversy or how it alienated her audience. Many in the beauty community were quick to point out that the closure felt like a consequence of ignoring valid feedback. As one Twitter user wrote, “It’s no shock Youthforia is gone. You can’t treat your customers and inclusivity like an afterthought and expect to survive.”
The lessons here are clear for the beauty industry. Inclusivity isn’t about checking a box or adding a few darker shades; it’s about thoughtful formulation, understanding undertones, and consulting experts who know how to create products that actually work for all skin tones. Other brands, like Rhode, Tarte, and Too Faced, have shown that collaboration with diverse makeup artists, influencers, and chemists leads to a shade range that genuinely celebrates all complexions.
At the end of the day, I really don’t feel that bad for Youthforia. They had the platform, the reach, and the opportunity to improve. But without the humility to listen, learn, and improve, the fall was inevitable. This closure serves as a reminder to both consumers and brands: inclusivity must be authentic, and missteps, especially public ones, can carry a lot of weight.
This story isn’t just about a failed product; it’s about accountability, respect, and the responsibility brands have toward the communities that support them. Youthforia had a chance to lead with the desire to do better, but instead, they prioritized damage control and PR crisis management over genuine care. The beauty world noticed, and so did the customers who initially bought into their dream.
XOXO,
Your Beauty Bestie
