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Social media has been in a complete uproar over yet another conversation on lack of inclusivity. The culprit? Youthforia.
Youthforia, through the power of Tiktok, has become overwhelmingly popular among Gen Z consumers. Only a few years old with a backing from Mark Cuban, it seemed that the brand was on track for a successful journey. However, with this new hiccup shedding light on a number of balls being dropped, I don’t know how a brand will be successful if they refuse to be authentic in their efforts on inclusivity.
In her now viral video, Golloria George reviewed the makeup brand, swatching their darkest foundation “600” next to black face paint, and comparing the shade to tar. From the looks of it, the shade lacks necessary pigmentation, and is a very lack luster, if not disrespectful attempt at providing an adequate foundation for darker skinned women. Golloria has called out Youthforia before on their lack of darker shades in their foundation roundup – which the company then credited to “production issues”
@golloria the darkest shade of the youthforia date night foundation.
In now deleted videos, founder Fiona Co Chan credited this round of issues on not being able to find a dark enough model to perform testing, even bouncing some of the blame on the modeling agencies she reached out to for their lack of inclusivity in the models they represent.
Tiktok, IG, & X users (myself included) took to each platform to sound off. Some saying that even with the darkest shade being a miss, the brand still offers a wide range of other shades, pushing that they should still be praised for their efforts, while others expressed their disgust, even calling for retailers like ULTA to take their products of the shelves.
I’m so tired of these beauty companies and their excuses for excluding the LARGEST demographic in the #makeup space. To think that #youthforia beat out others for #markcuban to support on #SharkTank #Fionacochan
Sending #Blackinluencers foundation that doesn’t even match.…
— RealBoringHousewife (@CosmoLife8) October 4, 2023
Why would you make a foundation with only one single pigment???? A JET BLACK PIGMENT???? #youthforia
— dewy (@trulysodewy) May 3, 2024
Youthforia knew damn well that blickity black ass foundation was NOT about to pop. And for the blackfolk thats trying to say “someones that color” shut yo ass up. Aint nobody that burnt crispy #youthforia
— Kila (@ddondva) May 2, 2024
Time and time again, companies refuse to spend the adequate time, research, and resources and then fall flat in their response to being held accountable. There are a number of brands, including Fenty, Nars, Milani, & Haus Labs that have been able to accomodate the lightest consumer, to the darkest – why wasn’t Youthforia able to do the same?
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