Overview

• Youthforia announced on August 4 that it will close its doors and begin a closing-out sale offering 50% off all remaining products on its e-commerce site and Instagram channel.
• Founded in 2021 by Fiona Co Chan, the brand gained early traction with its viral BYO Blush and secured a $400,000 investment from Mark Cuban on “Shark Tank” in 2023.
• In May 2024, the launch of ten new foundation shades drew criticism for excluding deeper skin tones before a TikTok comparison of the darkest shade to blackface went viral with over 47 million views.
• Major retailers including Credo Beauty, Thirteen Lune and Revolve removed Youthforia products following the shade controversy, leading to significant declines in web traffic and social engagement.
• Co Chan issued a public apology in September 2024 admitting she rushed the foundation development, calling it “a huge mistake,” but the brand was unable to recover from the backlash.