Makeup brand Youthforia announces closure 1 year after foundation controversy

By Yi-Jin Yu

Makeup brand Youthforia is shutting down, the company announced in a social media post Monday.

"We're closing Youthforia," the company's founder Fiona Co Chan wrote in the announcement. "I just want to thank you from the bottom of my heart for all of your wonderful support over the past few years. It's been a dream to create such a beautiful brand -- but unfortunately, I've made the hard decision to shut down Youthforia."

She added, "I look back at these past few years with such love, and appreciation. THANK YOU for being part of that journey and I appreciate it so much."

Chan wrote that Youthforia will hold a final closing sale with all products marked down 50%.

In an emailed statement to ABC News, Chan did not specify why the company was closing but reiterated that it was a difficult decision.

"My decision to close Youthforia was a tough one -- and heartbreaking one," Chan wrote. "No one prepares you for how much grief you feel when you decide to close down a brand. But starting small businesses, running small businesses, and then deciding to close a small business... all of these different stages are tough, all in different ways. 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. I'm very appreciative of the last couple of years."

"We won't be restocking any of the products again, as we are shutting down," she added.

The makeup brand, most known for its color-changing blush oil, launched in 2021, and Chan appeared on season 14 of "Shark Tank" in 2023, pitching Youthforia as a line of plant-based makeup one can wear and even "sleep in."

Aside from selling to consumers directly, Youthforia makeup products and accessories were also sold online at Amazon and in stores at Ulta Beauty.

Youthforia made headlines over a year ago in May 2024 when beauty influencers criticized the company over the darkest shade of its Date Night foundation, likening it to black face-paint and stating the foundation didn't blend into their skin.

Chan first responded to the criticism in a now-deleted video, saying the initial launch was a "proof of concept" to see if the foundation would be a successful product and then later issued another video of apology, adding that more foundation shades were in development.