Youthforia, the makeup brand known for its unique “makeup you can sleep in” concept, made a big impression on Shark Tank. Founder Fiona Co Chan pitched her idea of clean, skin-friendly makeup to the Sharks, asking for $400,000 in exchange for 5% equity.
The standout product was BYO BLUSH, a color-changing blush oil that reacts to your skin’s pH to give a perfect, personalized shade. Despite some initial doubts from the Sharks, Fiona struck a deal with Mark Cuban for $400,000 in exchange for 8% equity.
“That was a record in 14 Seasons of Shark Tank history Mark Cuban has never invested in a Makeup Company how good a negotiator was she – Robert Harjavec.“
This deal set Youthforia on a path of rapid growth. But what happened next was unbelievable.
Youthforia’s Growth After Shark Tank – More Funding, and Expanding to New Stores
After appearing on Shark Tank, Youthforia saw a surge in demand and attention. With Mark Cuban’s investment and mentorship, Fiona Co Chan had the support she needed to grow her business.
Reflecting on the deal, Fiona wrote on her blog, “I was surprised I ended up doing business with Mark Cuban, especially after he initially dropped out. But I was really happy to get the opportunity to partner with him.”
Cuban himself shared with BeautyMatter, “Sometimes you bet on the horse and sometimes the jockey. In this case, I was and continue to be impressed by Fiona.”
However, Cuban wasn’t the only one to invest in Youthforia. Fiona also secured more funding from True Beauty Ventures and Willow Growth Partners.
This extra money was crucial for helping Youthforia grow. “I decided to raise to help support our Ulta Beauty partnership so that we could hire a bigger team, [expand] our product line, and strengthen our supply chain,” Fiona told BeautyMatter. This investment helped Youthforia launch in 525 Ulta Beauty locations and expand to other major retailers like J.C. Penney, Amazon, and Credo Beauty.
“I always knew that I wanted Youthforia to be in physical stores because our products are so different, and I want our customers to be able to try and feel our products firsthand,” Fiona explained on Facebook.
The Backlash Over “600 Deep” Shade
Despite their growth, Youthforia faced a major challenge. The launch of their Date Night Skin Tint Serum Foundation sparked backlash.
The foundation’s shade range was criticized, especially the darkest shade, “600 Deep,” which many described as “tar in a bottle.” Customers and beauty influencers felt that the shade did not consider deeper skin tones properly.
The situation worsened when Fiona posted a video (later deleted) showing her trying to find a matching model for the darkest shade in a mall in Dubai.
This approach was seen as insensitive and sparked even more criticism. In a viral video, beauty influencer Golloria George said, “When we say that we want you guys to make shades for us, we don’t mean to go to the lab and ask for minstrel show black. What we mean is to take the browns that you have made, create undertones, and do what you need to do in the lab so it’s a darker shade of brown.”
Initially, Youthforia limited comments on social media and did not address the criticism, which frustrated customers further.
Learning and Growing from Mistakes
Facing intense criticism, Fiona realized she needed to listen more closely to her customers and prioritize inclusivity. After a few weeks of silence, Youthforia addressed the issue in June.
Fiona apologized publicly for the oversight and promised to do better. She announced the creation of a new role: “Director of Product Development,” whose job would be to ensure all future products are more inclusive and meet the needs of a diverse customer base.
“We care about our customers, and as we continue to drive change, we are creating a new position internally dedicated to examining both our current products and those in development so we can best meet your needs,” Youthforia’s statement read. This new director would oversee product development to ensure it aligns with Youthforia’s values and goals for diversity and inclusion.
While some felt this response came too late, others saw it as a positive step. Fiona’s willingness to acknowledge mistakes and make changes showed her commitment to growing as a leader.
Moving Forward after huge backslash
After addressing the controversy, Youthforia worked to rebuild trust with its customers. As of 2024 Youthforia is worth more than $5 million.
The brand added 10 new shades to the Date Night Skin Tint Serum Foundation, aiming to reflect the diversity of its customers better.
With these changes, Youthforia continued to grow. They improved production, expanded their product line, and maintained their reputation for innovation in the clean beauty market.
Youthforia’s commitment to being a more inclusive and customer-focused brand helped strengthen its position in the industry.
Featured image credit @ Glam