Youthforia may be the latest in a string of makeup brands closing their doors in 2025, but it’s also the least surprising of the bunch. The brand’s four-year journey in the industry has been nothing short of polarizing. What started as a promising, innovative vision saw a sharp decline after a catastrophic foundation launch in 2024, steeping the brand in controversy and customer ire.
Fiona Co Chan founded the makeup brand on the idea of curating makeup that operates as an extension of skincare, dubbing it “makeup you can sleep in.” For the generation that coined the phrase “clean girl makeup,” this concept brought eyes to the brand immediately, especially after a successful Shark Tank pitch won over investor Mark Cuban in 2023.
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