The makeup brand Youthforia is under fire for twice making major inclusivity missteps. First, as influencer Golloria George brought to attention in a TikTok video last year, the initial 15 shades of the brand’s Date Night Skin Tint Serum Foundation had a limited range that didn’t cover darker skin tones.
Second, as George laid bare in a searing TikTok video last week, Youthforia’s recent expansion of Date Night Skin Tint Serum Foundation’s range to address the initial dearth of darker shades contains a black shade—specifically shade 600—with no undertones that doesn’t work for anyone, even people with the darkest of complexions.
To learn from Youthforia’s mistakes, for the latest edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty, we asked 20 brand founders the following questions: What lessons should indie beauty brands draw from the Youthforia controversy? How should the beauty industry change to avoid a repeat of the brand’s missteps? Is there any way Youthforia can be saved?
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Robbin Turner Founder and Formulator, Violet Botanical Skincare The Youthforia controversy illustrates to indie beauty brands that, if you don’t have enough humanity and respect to sincerely formulate products for people with rich melanin skin tones, then don’t do it. It only shows what you truly represent: disrespect and racism.
When you think about what has to change in the beauty industry, you have to think about, who are the gatekeepers? White males. There’s very little ethnic diversity in the beauty industry. African Americans only represent 4% to 5% of the beauty industry from the very top down.
Sadly, data shows that 75% of whites have entirely white social networks without any minority presence. Therefore, this is the question that begs to be answered, how can they genuinely make decisions regarding the needs of rich melanin skin tones?
Regarding Youthforia, no, they cannot and should not be saved. This is not their first “misstep.” They made their bed, let them lie in it.
- Lauren Reddick Founder and CEO, The Regimen Company
There are two major lessons indie beauty brands can learn from the Youthforia controversy: intentionality and honesty.
Before you jump on the inclusivity train, you’ve got to do the work. Listen to what people want. Bring people onto your team who can address concerns and speak to the needs of the group you are trying to include rather than doing something for the sake of it. Inclusivity requires intentionality, and Youthforia really missed the mark with this one. What they did was hurtful, harmful and disingenuous.
If you’re not at a point where you can meet the needs of a specific group of people, communicate that. We can all appreciate honesty, and I feel that people can empathize with the resource and capacity woes of indie brands. By the same token, if your brand isn’t meant to include that group, then say that. Right or wrong, I think honesty is the best policy.
The beauty industry has got to change, and I think it’s pretty clear that people want it to be more inclusive. The only way this can be accomplished is with education. Consumers want you to take the time to educate yourself, understand them and their needs, see the benefits and be intentional about change.
All of your DEIJ and inclusivity pledges, missions and value statements are just a virtue signal if it’s not intentional and authentic. And don’t think we won’t find out if you’re faking it.
I can’t say with certainty what the future holds for Youthforia. I think first and foremost they need to issue a sincere public apology, acknowledging where they went wrong and addressing their lack of honesty and intentionality around the creation of these shades for brown and black complexions.
I think their whole team and especially their CEO would benefit from sensitivity and social awareness training. Without this, they can never truly understand the impact of what they did.
The next step would be for Youthforia to determine if they really want to be inclusive. If they do, they can start by reaching out to a truly inclusive brand to be educated about how to properly and appropriately enter this space so they can dedicate the necessary resources towards this goal.
Whether Youthforia can be saved is up to consumers. I don’t think anyone is beyond saving. We’ve seen brands come back that have made similar mistakes (Dove, for example), but it will certainly take some hard work and intentionality on their part.
- Jacqueline Carrington Founder and CEO, People of Color
Beauty brands should take more time in the behind-the-scenes process of interviewing their customer base and testing during the formulation phase on the diverse skin tones they seek to formulate for. This is the phase where mistakes, reformulations, discussions and insight is key. This phase should take priority over the after-the-fact marketing of trying to convince consumers of how "diverse" you are.
True diversity of a brand can be seen behind the scenes in every part of the organization and decision-making process, which will naturally flow through the end product and what is shown to the world because it's built in. It's easy to tell who doesn't have true behind-the-scenes diversity in their organizations when the public can easily say, "How did this even get approved?!"
Any brand can throw together shade ranges based on their own conceptions and heavily miss the mark. This can be seen time after time since most brands don't release more inclusive tones for darker skin until there's an uproar and/or backlash. This proves that most shades of brown skin, especially darker tones, are still an afterthought. I hope more brands truly diversify their research and formulation processes to include those who they seek to serve.
The beauty industry can avoid these missteps by picking a side. Either you're actually going to be an inclusive, diverse operation or you're not. We're tired of “checkbox diversity.”
- Tiffany Daniels-Sy Founder and CEO, Lorray & Co
I believe the recent Youthforia controversy will impact the decisions that indie beauty brands make on how they implement product launches going forward. The beauty industry should have standard practices in place on how brands market inclusive products to POC.
Youthforia's ability to recover from this controversy will determine if they'll take full accountability for their failed missteps. In this case, their Date Night Foundation should have been properly tested in multiple shades for women with deeper skin tones before going to market.
- Victoria Monari Founder, Monari Skin
I believe as a founder of an indie beauty brand and ultimately a Black-owned beauty brand what stood out to me the most is true and authentic inclusivity, and authenticity within founders is very important. These are the brands that will truly break through the noise.
Those will be the brands that are here to stay and the brands that will stand the test of time. It’s always easy to spot the brands who use diversity and inclusion as tropes and buzzwords within their organization without any real intention or follow through. Unfortunately, Youthforia has now fully landed in that bracket of brands.
I believe the only true way we will see change within the beauty industry is by funding truly diverse and inclusive founders and brands. Otherwise, we will most likely keep getting these “missteps” and outrageous mistakes from brands.
Beauty investors should really take heed and begin to look for the most underfunded and overlooked founders, a lot of whom happen to be Black founders as they hold the key to true innovation and authentic diversity in the industry.
It is no surprise that the founders who have gotten shade matching right (Fenty Beauty and Danessa Myricks, for example) all happen to be Black women. When you have personal lived experience of what it is like to be excluded, as a founder it becomes your mission and responsibility to create an inclusive space for your customers.
Some founders just don’t feel that responsibility. It is time for investors to accept that and focus on the founders that do. That will be the only way to create a better and more equitable beauty system.
Annoyingly, a well-known statistic is that Black founders get less than 1% of all VC funding. Therefore, as a founder who’s fundraising right now, even with the supposed scarcity, I am making it a point to look for like-minded investment partners who realize true diversity is much more than a buzzword, it is within the DNA of a brand and ultimately of a founder.
Whether Youthforia can be saved I believe is a question that the founders of Youthforia themselves should grapple with. I guess, for me, the more ethical question in all of this is, should a brand be “saved” if it seems to do more harm than good to their customer? I would personally answer no to that. If this had been their first mistake, it might have been OK. However, as it’s often said, a mistake made twice isn’t a mistake anymore it’s a decision.
- David Jenkins Founder and CEO, Marie Ernst
Youthforia finds itself in a defensive posture, which is not ideal for a brand looking to expand and diversify its consumer base. My aim is not to scold or condemn a brand for their shortcomings, but to foster unity and understanding in the beauty industry. From the outset, I have been an enthusiastic supporter of Youthforia, impressed by their vision and aspirations.
My impression of Youthforia was initially shaped by viewing them on “Shark Tank,” where the founder publicly committed to inclusivity across all skin tones. This was further evidenced in a TikTok video stating, "Why did I create the first color-changing blush oil that works with all skin colors? Because I wanted something universally flattering, that worked on all skin tones."
These declarations set high expectations, demonstrating Youthforia's intentions. However, as the old saying goes, "The road to hell is paved with good intentions." It’s crucial for indie beauty brands' intentions to be matched by effective actions and outcomes.
Indie beauty brands must understand the importance of diversity and inclusion, not just as buzzwords, but as essential strategies for growth and innovation. Including people from all races, skin tones, LGBTQ+ and BIPOC communities isn't just morally right, it's also good business. These diverse perspectives can prevent brands from becoming insular and missing out on broad market opportunities.
Brands like Rare Beauty and Fenty Beauty, for example, stand out not solely because of their product quality, but because of their commitment to inclusivity, which has been central to their success. Indie beauty brands must understand the importance of diversity and inclusion, not just as buzzwords, but as essential strategies for growth and innovation.
Indie brands getting product placement in national retail chains like Ulta and Sephora is not the ultimate marker of success. Rather, true success is achieved when your products are in high demand and cherished by consumers. Many indie brands focus too narrowly on the prestige of retail partnerships, overlooking the broader goal of cultivating genuine consumer love and sustained demand for their products.
It is universally acknowledged that feeling beautiful and confident in one's skin is a fundamental human desire. Across cultures and societies, research shows that individuals who feel good about their appearance are often more confident and experience higher overall well-being. This universal aspiration underscores the importance of accessible and inclusive beauty products that cater to everyone’s unique needs.
To ensure this happens, the industry must adopt a proactive stance on issues of diversity and inclusion rather than reacting to controversies as they arise. It is disheartening to see stakeholders express support for initiatives like Youthforia's when times are good, only to step back when challenges arise. This indicates a deeper issue of a lack of genuine commitment to diversity.
Furthermore, considering that Youthforia’s products are manufactured in South Korea, a country known for its homogeneous population and beauty standards, it is critical that they implement rigorous processes to ensure diverse feedback in their product development cycle before they launch to consumers.
I firmly believe in Youthforia’s potential for redemption and success, and I’m genuinely rooting for them. It’s a woman-led brand, and that’s a good thing. However, the global health crisis in 2020 shifted consumer expectations significantly, people now demand more from the brands they support, they want transparency, social responsibility and active contributions to societal improvement.
Youthforia must seize this moment to transform itself. They should collaborate with minority-owned brands to demonstrate they are willing to deeply engage with diverse communities. Putting inclusivity at the forefront and addressing these issues are not merely survival tactics, they are crucial steps for thriving in today’s conscientious market.
Such strategies not only support sustainability, but also drive genuine progress by integrating a broad spectrum of perspectives, which enhances creativity and market relevance. These initiatives are strategic and fundamental, not just for coping, but for excelling in a market that values diversity and inclusivity.
The pathway to redemption involves understanding and addressing the complex layers of consumer needs and societal issues, demonstrating a commitment to real change and fostering inclusivity at every level of operation, while inviting culturally diverse members to have a seat at the table.
- Ebru Karpuzoglu Founder and CSO, AveSeena
The situation with Youthforia has left many baffled, wondering how they could have missed including a broad range of skin tones in their products as voiced beautifully by Ms. Golloria George. Questions are swirling on social media about whether the brand had proper checks in place like quality control or peer reviews, which should have caught these issues before the products hit the market.
This whole issue points out a big lesson for indie beauty brands: It's crucial to make sure that there should be a strong quality control procedure in place with detailed product and market research in place. This incident shows that robust internal checks are crucial to catch any potential flaws before products reach consumers.
To prevent similar issues in the future, the beauty industry needs to prioritize rigorous testing, certifications and validation processes. The right certifications are necessary, but those are very few. As a science-grounded professional, I like and favor certifications like S.A.F.E. Seal because it is a rigorous scientific peer review process of knowing what they’re creating is validated by the scientific literature and experts in the fields relevant to their products.
For Youthforia to recover from this setback, transparency and proactive change are essential. The brand should openly address the shortcomings of this product development process and communicate their plans to improve as soon as possible. Sincere communication and action are key in rebuilding trust. Honest communication and decisive action are crucial for regaining consumer trust.
Furthermore, establishing a more comprehensive internal and third-party independent peer review processes involving a diverse array of experts could greatly benefit the brand moving forward. This would help in catching potential issues early and refining products to better meet the needs of all consumers.
- Jamika Martin Founder, Rosen Skincare
I think the biggest takeaway in situations like these is to always make sure you have ample inclusion on the back end of the folks you're trying to serve on the front end. There are certain communities or topics where I don't feel like it's my place to create or make decisions for, so we work to consult with those folks on the back end before putting anything out. Doing anything else feels tone-deaf, no matter how well intentioned you may be.
Overall, I think this is a conversation we've all been having for a long time. The issue of "representation" in your models or shade range is a Band-Aid to the deeper issue of actually having a seat at the table. The beauty space can avoid this by actually hiring and working with the diverse folks they're trying to represent rather than poorly representing them. For Youthforia, I think that's the only step forward to save themselves.
- Natasha Henry Founder, CEO and Doctor, Derm Intellect
An important lesson that indie brands can learn from this situation is that you should never cut corners and rush a launch to appease the masses or to avoid backlash. It is better to take the time needed to meticulously craft products and if necessary collaborate with the right experts to ensure that you are developing quality products that will be effective and safe for your consumers.
A step in the right direction would be to fund more black founders. Creating a more equitable market for Black-owned beauty brands is valued at approximately $2.6 billion. Why are we still missing out on significant opportunities and leaving money on the table?
Black founders create for the community, we create from our own experiences, and we create products that resonate deeply within our communities. Forty seven percent of Black consumers prefer brands that reflect their identity. There’s a clear market demand.
Black consumers should experience as much confidence that products are effective and safe for them just as any other demographic. And that starts with having access to more brands made for us, by us.
This does not have to be the end of Youthforia. However, I do think they have lost the trust and possibly the support of Black consumers, a demographic that contributes $6.6 billion to the beauty industry.
I think Youthforia should issue an apology, move forward and focus on community building with their existing consumers. Whether or not the brand truly cares about inclusivity will be revealed with time.
- Kesha Williams Founder and CEO, ColorBlend Makeup London
As a true champion of diversity, I was not shocked to read that Youthforia was being called out for creating a foundation shade with literally only a black pigment. It was only a matter of time before a brand would do this in the name of inclusivity.
Following this controversy, indie beauty brands should first genuinely care about the audience they wish to serve, then ensure that they understand the market's needs, not just create products they think will be liked, accepted and make money. This should naturally and logically include testing products on the planned target audience before launch to avoid costly mistakes like Youthforia’s.
While some changes are being made, the beauty industry still has a long way to go. Many manufacturers and big brands think simply adding black pigment to foundation shades is enough to cater to the Black and brown beauty consumer. Many tend not to think even beyond foundation shades as they don't understand the complexities of deep and dark skin, and this needs to change further.
I believe the mistake Youthforia has made highlights its values as an "inclusive" beauty brand and the lack of representation within the decision-making team behind the scenes. Whether Youthforia can be saved is down to the power of the consumer. In this era of cancel culture, they can only hope that the consumers they believe the black pigment foundation was made for are open to forgiveness.
- NaChé Thompson Founder, NaChé Cosmetics
One of the most important takeaways indie beauty brands can draw from this controversy is that, although we’re all relatively strapped for cash and although it can be tempting to cut corners in an attempt to quickly expand our product lines, focusing too hard on expansion at the expense of inclusivity and quality is a huge mistake.
A second takeaway is that working with expert formulators who understand exactly what you want is an absolute must. Every indie beauty founder understands that offering a wide range of properly formulated products has a steep cost, but it’s absolutely worth the investment, even if it means being slower to expand.
As far as whether the brand can be saved, I don’t have an answer, but I will say that this exact thing has been happening to dark-skinned beauties for as long as makeup has existed, and we’re becoming less willing to tolerate it. We’re getting more vocal about how disheartening and humiliating it is to constantly be excluded in this way.
Dark-skinned makeup wearers are a substantial part of the market, and we're worth considering. Keeping dark-skinned beauties front of mind and including them in the product development process is an equitable approach totally worth taking.
Dark-skinned beauties should have the same access to high-quality, sustainable makeup products as everyone else, and if popular brands can’t get it right, I implore funders in the industry to start taking a closer look at brands already making it a point to prioritize inclusive shade ranges and include dark skin tones. Empower us to provide the makeup solutions we seek by giving our companies the capital needed to make an impact in the industry.
- Minara El-Rahman Co-Founder and CEO, Mora Cosmetics
Indie brands are often created because beauty consumers aren’t being heard by mass and prestige makeup brands. It is in our best interests to serve them.
Do we serve other segments as an indie brand? Of course. Indie brands are often asked to serve retailers’ needs and investors’ needs if they have them. However, the customer they should focus first and foremost must always be the beauty consumer.
I truly believe the founder of Youthforia started her brand with that intention, but when you are asked to grow too fast with a small team, it is easy to try to push products that aren’t serving anyone. The beauty industry needs to stop reaching for newness every quarter and actually grow indie brands with intention.
I know many have called for this brand to be shuttered. While this newly launched foundation is absolutely inexcusable, I think the brand can be saved because it had a niche it was serving before this debacle. The silence on their side has not been helping at all.
Youthforia has the opportunity to reach out to the community it has actively hurt. Admit the mistake and ask darker toned beauty customers (not just influencers, but influencers can be a part of this) to help create those final shades with intention. Their team should hire a Black cosmetic chemist with experience in creating makeup shades for darker skin tones such as Javon Ford, who is absolutely brilliant.
As a beauty founder, I would reach out to Black beauty founders and learn more about their brands and their intentions to create products. I would pledge a certain amount of funds to mentor and support those brands and pledge to hire more BIPOC employees on the production side so that this doesn’t happen again.
We know that the Black community doesn’t get the support or funding it deserves. Helping the community harmed will always be the first step in healing.
- Cece Meadows Founder and CEO, Prados Beauty
As an indie, woman-owned, minority-owned brown founder of a beauty brand that has been very successful in this space because of my supporters and customers, this is a huge slap in the face to the Black community. Especially when this is coming from a brand that is minority founded and owned, she should have known better.
The Youthforia controversy offers a harsh lesson for indie beauty brands: Inclusivity isn't a box to check, it's a core value. The Youthforia controversy isn't just another social media backlash, it’s a stark wake-up call for the beauty industry.
The initial fumbled shade range and the unconvincing expansion that followed reveal a fundamental flaw: Performative inclusivity is just as damaging as outright exclusion. Indie brands boast a reputation for innovation, for shattering industry norms. Yet, Youthforia reminds us why the word "inclusive" still elicits side-eyes in many beauty circles.
- Diverse marketing imagery doesn't automatically translate to products that actually serve the wide spectrum of beauty consumers. So, what can we all learn from this? For indie brands, the answer lies in making inclusivity a part of their DNA:
- Diverse teams, diverse products: Hire and involve makeup chemists, product developers and executives of color. This ensures that products aren't an afterthought for those with deeper complexions.
- No shortcuts to inclusion: There's no fast-tracking this. Test shade ranges rigorously with real people from all skin tones. Get it right the first time. Our customers and supporters know when we do out-of-pocket and rushed production for sales and not for community and inclusivity.
- Your community is key: Building ongoing relationships with beauty creators and consumers of color fosters feedback and collaboration in development, not just during a crisis.
The beauty industry as a whole needs a major shift. We need to go beyond token diversity in ad campaigns. Consumers deserve more than seeing one or two darker models thrown into the mix.
True inclusion requires care and so much more than what was done by Youthforia. It was more like an insult and slap in the face to those who were asking for inclusivity and diversity so they could support the brand further. That ask was coming directly from people of color.
Can Youthforia be saved? The path to redemption is steep. A genuine apology isn't just words, it's action. Revamp their formulas to create a truly inclusive range. Prove commitment by setting concrete goals, sharing development progress and building a company that reflects diversity at every level.
It's easy to dismiss this as one brand's misstep, but that allows us to miss the larger lesson. Let's not wait for the next viral controversy. The beauty industry can and must break the cycle of shallow inclusivity. Every consumer regardless of their skin tone deserves to see themselves reflected not just in marketing but in the products themselves.
- Bob Mah Founder, Urth Skin Solutions
Youthforia, a well-funded startup where the owner remains deeply involved in all operations, including product development, recently faced a significant misstep. Despite the challenges color cosmetics present, it's surprising that founder Fiona Co Chan and the company's chemist didn't test the foundation shade on various tones of Black skin before finalizing and launching it.
While this misstep is significant, Youthforia can recover. Investors like Mark Cuban are unlikely to walk away. They'll likely insist on regaining the confidence of retailers and customers.
Fiona must issue a sincere apology, taking full responsibility and promising better for followers and customers. Addressing the backlash from the Black community is crucial, demonstrating understanding of why the mistake was offensive.
Leaning into the issue is the only option to show public acknowledgment of the mistake. Youthforia should seek forgiveness and ensure it won't happen again. An apology across social platforms is imperative along with transparency about future product development.
Assembling a diverse test panel for foundation shades and products, showcasing the process on social media and donating proceeds from new, approved shades to a Black women's nonprofit can help rebuild trust. It's notable that no apology was found on their IG page, indicating the urgency of addressing the issue promptly.
- Sahar Rohani Co-Founder and CEO, Soshe
Complexion products cannot be rushed. They are crucial for any indie beauty brand's product assortment.
Consumers are now so highly educated about color cosmetics, especially when it comes to undertones. Retailers need to make sure their indie brands are well supported and given enough time to create an evenly distributed and inclusive shade range.
As for whether Youthforia can be saved, I'm not in a position to comment. However, this situation serves as a reminder for brands, founders and retailers that inclusivity should never be an afterthought.
- Sara Happ Founder, Sara Happ
We have a deeply important level of responsibility as product creators to diversify our product offerings and be inclusive of the gorgeously broad range of complexions we get to serve and to ensure that what we put out has been carefully thought through and tested on the broadest audience.
It is a privilege to get to serve our customers and make them feel good through beauty. As a founder, I take that privilege with a tremendous amount of humility and care. We want everyone to feel seen and loved when they use our brand as though we created that product in their hands just for them.
- Adeline Koh Founder and Formulator, Sabbatical Beauty
I was extremely sad when I first heard about this controversy because this is an Asian founded-brand, and this is happening during AAPI (Asian American Pacific Islander) heritage month.
To me, it speaks of the persistent issue of colorism within many Asian cultures. You only need to look at the very few pale shades offered by the majority of K-Beauty brands in BB and CC creams to see how prevalent this still is, not to mention the ubiquity of skin whitening lotions that continue to dominate many Asian lines in Asia.
The biggest lesson from all of this is that in 2024 a color cosmetic line needs to factor in and give full respect to darker complexions within their regular shade range or it will not escape well-deserved vitriol. After Fenty Beauty, there really is no excuse.
Can Youthforia be saved? Possibly. I would suggest a complete, honest and vulnerable admittance to mistakes made as well as demonstrating a capacity to really learn from these mistakes. Also, admit that the second misstep was just lip service and show demonstrable ways which the brand is learning and improving.
Hire more folks of darker skin tones or who are familiar with formulating for darker skin tones, to be part of the line and advising the line. Be transparent about all the ways the brand is trying to learn.
We have to allow ourselves the capacity to learn and be better. We also have to be radically honest with ourselves and others about the mistakes we have made and the hurt we have caused.
- Elena Marques Founder, Beladoce Botanicals
I think knowledge and education of color theory and key elements of your industry is a vital place to start. Basic color theory whether in art, even color correction in hair, teaches us that rich darker tones require the mid-range red/brown pigments. It’s hard to not see it as a cruel microaggression.
I also think the lack of representation across our industry is a persistent issue that needs to be fixed: consulting, hiring, working with, getting more input with women of color, particularly Black women. Industry-wide, we need more investment into research, models, input and representation across the board.
I believe there’s potential to be saved, but with a lot of action to never have this happen again. Words and apologies alone are not enough.
- Camille Bell Co-Founder and CEO, Pound Cake
Here are the lessons:
- Hire a product development manager. If you can’t afford to hire one full-time, reach out to consultants on LinkedIn who charge hourly.
- It's important that you involve your community in the development process. Reach out to people/artists on Instagram, TikTok, YouTube or in your city to visit your lab/office. If you don’t have anywhere to invite them to, just send people revisions every step of the way. This inclusive approach ensures that your products meet the diverse needs of your audience.
- Do not nail down a formula until it’s been tested on a wide range of skin tones.
- Be welcoming of feedback and have self-awareness. We’re working on a product launch for later this year and doing focus groups left and right to make sure it’s perfect. I’m a light-skinned Black woman, so I have made it a mission to make testers feel comfortable enough to be honest about how our products work on their skin. I start these focus groups by saying, “If you think these are absolute trash, please vocalize this. These are for y’all. So, if we’re missing the mark, please let us know, my feelings will not be hurt.”
During our last event, where we hosted predominately brown dark-skinned makeup artists in the Philly/NYC area, I had a darker skinned woman tell me that we could do better with one of the shades. I took that feedback seriously and invited her to our lab (paying for gas, meals and a day rate) to tweak that final shade until she was happy with it. It doesn’t stop there though. Now that it’s nailed down, we are doing another round of testing by sending out to other darker-skinned women to ensure the shade is flattering on all.
There was a time in beauty when brands were fumbling back-to-back with foundation launches. One of those brands, Too Faced, made the decision to hire Jackie Aina to help them with the expansion/correction of their problematic line.
Obviously, you have to have some coin to do a partnership on that scale, but working closely with someone who knows more than you about what you’re trying to accomplish will usually have a positive impact on the quality of your product. In short, if you want to make products for a particular community, hire people from that community.
Historically, non-Black brands have been forgiven. I believe Youthforia will be fine. However, I think Black consumers are going to find it difficult to trust them again given the lack of care, squandered second chance and connections drawn between the shade and blackface paint.
- RaeDawn Johnson Founder, Balaeyon
Indie beauty brands should learn from Youthforia's controversy that true inclusivity goes beyond marketing claims, it requires diverse representation in decision-making roles.
Also, stay in your lane. If you're a brand who specializes in one specific area than stick to that until proper things are in order for proper execution to the next thing.
To avoid similar missteps, the beauty industry needs to prioritize hiring chemists and product developers with experience in creating products for people of color and commit to diverse teams including makeup artists and product developers who bring firsthand knowledge. Rushing the process for the sake of inclusivity can lead to oversights.
As for Youthforia, the brand can potentially recover by acknowledging its mistake through a transparent and humble public apology from the founder, accompanied by a detailed plan to address the issues and improve diversity and inclusion within the company.
If you have a question you’d like Beauty Independent to ask beauty brand founders, please send it to editor@beautyindependent.com.
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