Black influencers say Youthforia’s new shade is too Black [Video]

It may be 2024 on the calendar, but mainstream beauty brands are still being schooled by consumers of color on the need for more inclusive products in the marketplace. This time, beauty brand Youthforia is feeling the heat from social media for a lack of diversity in its foundation shades.

It all started in October 2023, when Black beauty influencer Golloria George called out the brand for its lack of inclusivity. She took the brand to task on TikTok for misrepresenting their darkest foundation shade offering, pointing out the discrepancies in what appeared online, on the packaging and what actually came out of the bottle – which was several shades lighter. Back then, Youthforia offered 15 shades of foundation, but George wasn’t able to find one that got even close to matching her skin tone.