Youthforia shuts down amid ongoing controversy
Broader economic challenges such as rising tariffs and changing market conditions are likely to have contributed to the decision to close the brand.
USA – Youthforia, an American clean and sustainable makeup brand launched in 2021, has announced its shutdown in August 2025 amid lingering controversy and operational challenges.
This move comes after the company’s founder, Fiona Co Chan, announced the closure on social media, expressing gratitude for the support over the past four years but describing the decision as a tough and heartbreaking one.
Youthforia planned a final closing sale with all products marked down 50%, with no plans to restock.
The brand gained early acclaim with its unique color-changing blush oil and plant-based makeup products designed to be worn even overnight.
It gained further visibility when Co Chan appeared on season 14 of “Shark Tank” in 2023 to pitch the brand.
However, the brand stumbled significantly following the launch of its “Date Night Skin Tint Serum Foundation” in late 2023.
The initial foundation line included only 15 shades, which drew criticism from beauty influencers and customers for lack of inclusivity.
The darkest shade, shade 600, was widely criticized and likened to “black face paint” and “tar in a bottle” by influencer Golloria George, whose TikTok video on the issue went viral with millions of likes and views.
This sparked a broader backlash from cosmetic chemists, makeup artists, and the beauty community, accusing Youthforia of failing to meet inclusivity standards and mishandling the controversy.
In response, Youthforia released an additional 10 foundation shades, including a “true black” option, but some saw this move as tone-deaf and insufficient.
The damage to Youthforia’s reputation was significant, with major retailers like Credo, Revolve, and Thirteen Lune dropping the brand, although Ulta Beauty continued to carry its products.
In addition, the controversy was compounded by a delayed apology from Co Chan and an initial defensive response, which involved claiming the foundation launch was a “proof of concept”.
The fallout from this foundation shade controversy, alongside broader economic challenges such as rising tariffs and changing market conditions, likely contributed to the decision to close Youthforia.
This move shutdown marks a cautionary tale in the beauty industry about the crucial importance of inclusivity, responsiveness to consumer feedback, and the potential impact of public controversies on emerging brands.
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