BEAUTIFUL MULTICULTURAL STORIES

Karlee Ingegno
CM341-702 Beauty Marketing for the Digital Age
Professor Delphine Horvath
September 20, 2022
BRAND
OVERVIEW
● Youthforia was founded by Fiona Co Chan in 2020
at the beginning of the COVID-19 pandemic

● Chan started off working in tech sales before

pursuing her passion in beauty

● Her experience with pollution in Hong Kong

inspired her skin-and-planet-forward approach

● Since then, the brand’s mission has been to create

makeup that you can sleep in

Source: (Makeup.com, 2022), (Youthforia, 2022)

BRAND DNA
● Youthforia was established in 2020 in San Francisco,
California

● According to LinkedIn, Youthforia currently has 10

employees

● Youthforia’s product line includes a range of skin-care

and makeup hybrid products

● Currently, Youthforia has 4 makeup products for sale

● The brand is best known for their TikTok-viral BYO

Blush

Source: (Youthforia, 2022), (LinkedIn, 2022)

 CONSUMER
PROFILE
● Similar to Milk Makeup, the target market for
Youthforia products are aged 18-26

● Their consumers reside in big cities like New York

City and Los Angeles

● The brand positions itself as universal, and is

perfect to easily achieve a cool, clean look

● Youthforia targets eco-friendly consumers that

prefer clean, vegan, and cruelty-free beauty
products

Source: (Milk Makeup, 2022), (Diginomica, 2022), (Youthforia, 2022)

DISTRIBUTION
● Youthforia has taken after other e-commerce
beauty brands such as Glossier

● The brand only sells its products online and

currently does not have any in-store
presence

● Youthforia products are available for

purchase on:
■ Youthforia.com, Beauty Bay, Credo
Beauty, Revolve, Amazon, and
other smaller e-commerce
platforms

Source: (Youthforia, 2022)

 WEBSITE &
SOCIAL MEDIA
● As of September 16th, on Instagram
Youthforia has:
■ 838 posts
■ 45,500 followers
■ Average of 188 likes per post

● The account’s posting schedule is not

consistent, however, they post more than
once every day

● Approximately 90% of the brand’s traffic

and revenue is from organic content

Source: Youthforia Social Media Pages (@getyouthforia on Instagram and @youthforia on Tik Tok), (SpeakRJ, 2022),
(Direct-to-Consumer Podcast, 2022)
 DIVERSITY &
INCLUSION
● Communicates to customers that their
products are accessible to all skin types,
textures and tones

● Showcases their products on a diverse

array of models

● Promotes their products primarily through

influencers that are women of color

Source: Youthforia Social Media Pages (@getyouthforia on Instagram and @youthforia on Tik Tok)
 RACIAL EQUALITY
● Available for purchase on Thirteen Lune, an
e-commerce platform that only sells brands
founded by People of Color

● On the brand blog, Youthforia promotes how to

best use their products for different skin tones

● Other blog posts discuss how the brand’s

products were formulated by it’s Asian-American
founder to perform best on Asian skin

Source: (Youthforia, 2022), (Makeup.com, 2022)

KEY TAKEAWAYS
● The brand is acutely aware of the
importance of diversity

● POC Entrepreneurs amplify minority

voices to create a more accurate
representation of the world within the
beauty industry

● Consumers are attracted to multi-benefit

products

● Youthforia excels in communicating that its

products are both effective and universal
 RESOURCES
https://www.makeup.com/makeup-tutorials/expert-tips/beauty-interview-fiona-chan-youthforia

https://youthforia.co

https://thirteenlune.com/pages/about-thirteen-lune

https://www.speakrj.com/audit/report/getyouthforia/instagram

https://www.linkedin.com/company/youthforia/

https://milkmakeup.com

https://diginomica.com/how-milk-makeup-is-making-its-mark-on-e-commerce-a-salesforce-use-case

https://www.directtoconsumer.co/podcasts/youthforias-fiona-co-chan-creates-an-organic-tiktok-to-amazon-pipeline

https://youthforia.co/blogs/news/best-primer-for-asian-skin

https://www.printmag.com/branding-identity-design/youthforia-is-dripping-in-90-s-nostalgia-without-being-cliche/