Let’s cut the niceties and start from here: it’s 2025, and “foundation shade range” is not a revolutionary idea anymore. We have AI-driven skin analyzers, pH-reactive foundations, and global communities calling for actual inclusivity. Yet, some brands still think “diverse enough” means 15 shades that barely skim the spectrum.
Worst part? That weak “inclusivity” backfires harder when the shortcomings get called out, and we always see who’s listening, who’s indifferent, and who’s hustling a PR face-plant.
Youthforia: A Shade-Range Trainwreck with a Price to Pay
Take Youthforia. Founded in 2021, it exploded with trend-forward pH-reactive BYO blush oils, even snagged a $400K Shark Tank deal with Mark Cuban. But when they launched the Date Night Skin Tint Serum Foundation with only 15 shades, people noticed. That’s a fail by 2025 standards, especially when the industry now respects 40+ shades as basic courtesy (marieclaire.com, businessoffashion.com, thedailybeast.com).
So they added 10 extra shades. But that darkest shade, shade 600, was basically jet-black paint with no undertones. Influencer Golloria George called it “tar in a bottle,” did a side-by-side with black poster paint, and flooded TikTok. The backlash was instant and fierce (beautyindependent.com, time.com, thedailybeast.com).
Retailers like Credo Beauty, Thirteen Lune, and Revolve yanked their products. Social media lit up. Loyalty vanished. And on August 4, 2025, Youthforia announced it was shutting down, with a 50 % off final sale and a heartbreak-tinged goodbye (marieclaire.com, beautyindependent.com, thedailybeast.com, cosmeticsdesign.com).
This wasn’t a misstep. It was sarcasm disguised as inclusion. And users still remember.
How Brands Keep Failing Shade Matching
- “Proof of concept” excuses don’t cut it. Youthforia’s founder tried to defend launching with limited shades by saying they were testing the formula. That reads as lazy, not strategic (globalnews.ca, primetimer.com).
- Expansion is not innovation. Rushing an expansion (especially with a shade that doesn’t even resemble a real skin tone) is worse than having no shades at all.
- Delayed apologies are worse than none. Youthforia waited months to respond. Once that shade footage went viral, the damage was already irreversible (beautyindependent.com, cosmeticsdesign.com, thedailybeast.com).
- Token “diversity hires” aren’t enough. Even though Youthforia brought in Oby Jemedafe to lead inclusivity efforts, the trust and time lost couldn’t be bought back (beautyindependent.com).
The Takeaway: Inclusivity Isn’t Optional Anymore
If your brand says “we’re for all skin tones,” prove it, or don’t claim it at all. People see through lip service. If you can’t support a 40-shade launch, fine. Just say, “We currently offer 15 shades, working on more.” That’s honest branding. People respect clarity over gaslighting.
Example of Doing It Right
Remember how Fenty Beauty busted open the industry in 2017 with 40 foundation shades? That is what inclusion looks like. It wasn’t a nice gesture, it was smart strategy tied to real demand (en.wikipedia.org).
TL;DR
- Youthforia collapsed after launching with a narrow shade range, then adding a deeply problematic jet-black option. The backlash killed them (beautyindependent.com, thedailybeast.com, cosmeticsdesign.com).
- Inclusive enough in 2025 = 40+ foundation shades, thoughtful undertones, fast accountability.
- Want to brand yourself as “for everyone”? Put in the work. Or fold.
Still having trouble finding your perfect foundation shade then read my post on how to find your perfect foundation shade to discover the right foundation shade for you, quick warning! you might just turn into a pro MUA…wink*