Screengrabs of a TikTok video by Golloria George, showing what the darkest shade of the Youthforia foundation looks like on her skin, compared to black face paint. TikTok/golloria
A U.S. cosmetics brand faces severe criticism from Black beauty influencers due to its release of an intensely dark black foundation shade, drawing comparisons to blackface makeup and raising concerns about racial insensitivity.
Youthforia, established by founder Fiona Co Chan in 2021, encountered controversy upon unveiling its "Date Night Skin Tint Serum" foundation in August 2023. The initial product launch offered only 15 shades, with the darkest option being a medium-brown tone, which failed to cater to customers with darker skin tones.
Responding to the backlash, Chan explained via a now-deleted TikTok video that the limited shade range was a strategic move to test customer preferences. However, this explanation didn't quell the discontent, prompting Youthforia to expand its shade range in March of the following year.
Yet, the introduction of a new, jet-black foundation shade has sparked further outrage. Critics argue that the brand's attempt at inclusivity has backfired, with the shade being deemed unsuitable and offensive to Black individuals.
In viral TikTok videos, influencers like Wumi Afuye and Golloria George showcased the problematic nature of the foundation shade, likening it to blackface makeup and emphasizing its lack of suitability for real human skin tones. George particularly highlighted the absence of brown undertones in the foundation, noting its reliance solely on black pigment.
Cosmetic chemist Javon Ford echoed these sentiments, pointing out the foundation's ingredient list, which predominantly consists of black iron oxide, indicating a lack of nuanced pigmentation.
The controversy surrounding Youthforia's foundation range underscores broader issues of racial representation and inclusivity in the beauty industry. Model Awuoi Matiop criticized the brand's approach, describing it as dismissive and indicative of a systemic problem within the industry.
Despite calls for accountability, Youthforia has remained silent on the matter, declining to comment on the backlash. In a TikTok video, Chan expressed frustration over the difficulties in finding a suitable model for the darkest foundation shade, further fueling skepticism regarding the brand's commitment to diversity and inclusion.
The controversy surrounding Youthforia's foundation range serves as a reminder of the importance of responsible and inclusive practices within the beauty industry, highlighting the need for brands to prioritize diversity and sensitivity in product development and marketing strategies.
