Yesterday, according to report, Youthforia, the playful Gen Z-focused makeup brand known for its TikTok-viral color-changing blush and “Shark Tank” investment moment, is officially shutting down. Founder and CEO Fiona Co Chan, who launched the brand in 2021 during the post-pandemic indie beauty boom, shared the news via the company’s website with a farewell message and a 50-percent-off promotion: “We’re shutting down our business — thank you so much for the past few years. We appreciate you.”
In an emotional statement, Chan reflected on the difficulty of the decision. “My decision to close Youthforia was a tough one — and a heartbreaking one,” she said. “No one prepares you for how much grief you feel when you decide to close down a brand.” She added, “But I’m really grateful for the last four years — as hard as it was, it was a great journey and I have so many memorable experiences.”
Youthforia enjoyed a number of high-profile moments during its run, including viral social media buzz around its BYO Blush and a deal on “Shark Tank.” The brand also faced criticism for the limited shade range of its Date Night Serum Foundation — a controversy Chan addressed by bringing on Uoma Beauty product developer Oby Jemedafe to expand its inclusivity efforts.
Youthforia’s closure comes amid mounting macroeconomic pressure and shifting retail dynamics that have affected beauty brands across the board. The announcement follows the recent shutdown of another 2021-founded indie brand, Ami Colé.
