Brand founder Fiona Co Chan announced via an Instagram Story that Youthforia, the Gen Z-focused beauty brand, would be shuttering its doors.WHO: Youthforia was founded in April 2021 by software developer Fiona Co Chan as a hybrid makeup and skincare brand you could sleep in. The brand launched with its hero product BYO Blush, which went viral on TikTok. The combination of eco-friendly ingredients with innovative bio-based formulations guided product creation for the brand. The brand was sold at Ulta Beauty, Credo, Thirteen Lune, and Revolve.IN THEIR OWN WORDS: Co Chan said, “My decision to close Youthforia was a tough one—and a heartbreaking one. 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."DETAILS:Youthfloria is shutting is doors.Industry estimates projected the brand's 2024 full-year revenue to be between $10 million and $20 million.In 2024, Youthforia became the subject of widespread controversy when their Date Night Skin Tint Serum Foundation line went viral for not being inclusive, garnering widespread criticism for resembling blackface paint and lacking undertones. TikTok beauty influencer Golloria George (@golloria) created a video criticizing the brand's shade that went viral, resulting in more than 47 million views and leading to various retailers dropping the brand.