Youthforia Shuts Down One Year After Foundation Backlash

From Shark Tank to Shutdown

Youthforia launched in 2021 as a playful skincare-makeup hybrid brand that gained traction with its BYO Blush, promising makeup you could "sleep in." After receiving a $400K investment from Mark Cuban on Shark Tank in March 2023, it seemed poised for breakout success.

The Controversy

In mid-2024, Youthforia released a foundation line with just 15 shades. The lack of deeper shades, especially the tone of Shade 600, drew intense criticism. Viral videos on TikTok, particularly by influencer Golloria George, compared it to “blackface paint,” sparking widespread backlash and over 47 million views.

Retail Fallout & Damage Control

Retailers like Credo Beauty and Revolve quickly dropped the brand. Although Youthforia expanded the range and brought on DEI consultants, the reputational damage was irreversible. Site traffic fell 30%, and public trust eroded.

Closure Announcement

On August 4, 2025, CEO Fiona Co Chan officially announced the closure of Youthforia via Instagram and the company’s website. A closing sale began with 50% off all products and no plans for restocking. No legal or financial reasons were cited—just that it was time to say goodbye.

Lessons Learned

Youthforia’s trajectory is now a cautionary tale on the importance of authentic inclusivity in beauty. Consumers expect more than shade extensions after backlash—they want representation and proactive action from day one.