Youthforia Announces Its Closure — With a Notes App Statement
The internet is convinced controversy is the reason for the brand’s shutdown.
Skin-first makeup brand Youthforia announced it’s officially shutting down. The closure was just confirmed on the brand’s Instagram — with a notes app statement written by its CEO Fiona Co Chan. After Youthforia found itself in hot water over its limited range of foundation shades, beauty fans have started to speculate about whether or not the closure is a result of the backlash — although the sentiment hasn’t been confirmed nor denied by the brand.
Back in October 2023, TikToker Golloria George expressed her frustration after discovering the deepest shade of Youthforia’s Date Night Skin Tint looked drastically different in person versus swatched on the brand’s website. The shade was initially advertised as a “deep neutral with cool undertones,” while it appeared to be a much lighter, warm medium shade swatched on the creator’s skin.
@golloriathe darkest shade of the youthforia date night foundation.♬ original sound – golloria
As a result of this, other TikTok users echoed George’s disappointment — citing that established makeup brands shouldn’t treat deeper shades as a “second thought.” In response, Youthforia amended its Date Night Skin Tint to include the “600 Deep” shade, as a last minute attempt to fill the gap. Although the new shade was indeed deeper, George quickly realized it was closer to black face paint than an actual foundation shade meant for deep skin tones — as it lacked any proper undertones.
Almost two years after the controversy, the announcement of Youthforia’s closure has been met with tons of discourse online. “I’m so sorry that you weren’t shown any grace after making a mistake. Social media can really be nasty, and in this case it can destroy small businesses,” one commenter writes under the brand’s post. On the other hand, some TikTokers say the announcement was long overdue. “Surprised this didn’t happen sooner tbh but this is what happens when your actions have consequences,” one user says.
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Although Youthforia hasn’t announced anything further, the sitewide sale on the brand’s website includes a form to sign up for “updates on what we decide to do next.”
While you’re here, read about the re-release of Melanie Martinez’s Cry Baby Perfume Milk.
