American make-up brand Youthforia created a make-up similar to black paint. The scarcity of shades reminds of an age-old problem in the makeup world.
Make-up brand Youthforia is criticized online for the shades of its make-up creams. Criticism has led to the fact that has been removed by the dealer from the shelf side of the series.
The brand released 15 shades last year foundation linewhich received a lukewarm reception due to the narrow range of tones.
When the brand started to create shades darker than the customers’ wishes, we went from the ditch to the source.
In March was added to the series ten new shades.
Several Tiktok users have now posted videos of themselves testing the darkest shade. Based on these, it is not a shade of dark brown, but a completely black color.
Herein lies the crux of the problem.
The beauty industry has long been criticized for favoring fair skin and the fair beauty ideal.
Several media have reported on the Youthforia incident, such as Time, CNN and ABC News.
No shades, just black pigment
The color of the foundation doesn’t seem to have any undertones at all, it’s literally black. When trying to mix the shade with lighter shades, the end result is gray.
Chemist Javon Ford open With his Tiktok video a list of contents of foundation shades. Based on that, the light Youthforia shade has three different undertones, while the darkest shade has only black pigment.
Texas beauty influencer Golloria George test with his viral video Youthforia’s new shade and applies black face paint next to it. They are almost impossible to tell apart.
George’s skin tone is really dark, and he has been testing the darkest shades of different brands in his videos for a long time.
George also tests the second-darkest shade in the foundation series, based on which there is a huge difference between the darkest shade and the second-darkest shade.
– It feels like a whole bunch of undertones and depth was missing. It’s disrespectful, George states for CNN in the interview he gave.
He emphasizes that the tone can be suitable for someone. Still, there are just too few shades.
The brand remains silent
Youthforia has not responded to the criticism. The company has only re-shared on Tiktok the March videowhen asked about the darkest shade.
The brand has received funding in the United States through the Shark Tank program last year. In Finland, the format is known as the Lion’s Cave.
Youthforia’s case is not unique in the beauty industry.
Among other things, the Black Lives Matter movement, which defends the rights of dark-skinned people, highlighted the problems in the beauty industry a few years ago.
At that time, the mega giants of the beauty industrysuch as Nivea, Unilever and Loreal, promised to stop using terminology related to skin lightening, among other things.
Time magazine in an interview, Golloria George says that today several brands already create a wide range of different makeup shades.
That’s why he finds it incredible that the products of some brands are still not accessible to everyone.
In an interview with Time, he suggests that Youthforia should give up shade 600 completely, and start creating darker shades, starting with its second darkest shade.