Viral Makeup Brand Youthforia Shuts Down Over A Year After Backlash To Darkest Foundation Shade

Viral Makeup Brand Youthforia Shuts Down Over A Year After Backlash To Darkest Foundation Shade

Makeup brand Youthforia is officially closing its doors more than a year after facing backlash over its darkest foundation shade.

In a message posted to social media on Monday (August 4), founder Fiona Co Chan wrote: “We’re closing Youthforia… It’s been a dream to create such a beautiful brand — but unfortunately, I’ve made the hard decision to shut down Youthforia.”

Fiona went on to thank supporters and reflect on the brand’s journey, adding: “No one prepares you for how much grief you feel when you decide to close down a brand… I’m very appreciative of the last couple of years.”

The company didn’t provide a specific reason for the closure, but confirmed all products will be 50% off during a final sale and will not be restocked.

 

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The brand, best known for its viral color-changing blush oil, launched in 2021 and gained attention after Fiona’s 2023 Shark Tank appearance, where she pitched her plant-based makeup line as being “safe enough to sleep in.” Youthforia also landed in Ulta Beauty stores and on Amazon. While the brand found early success online, it quickly came under fire for its lack of options for darker skin tones.

Then in 2024, Youthforia faced major backlash after beauty influencers criticized its attempt at a darkest foundation shade, slamming the product’s poor formulation, with some comparing it to blackface or tar. Fiona initially responded in a now-deleted video, then later issued a public apology and promised more inclusive shades were in development.

What are your thoughts on Youthforia’s sudden closure?