Youthforia's Response! I think I know what they're REALLY doing |What’s Up in Makeup Special Edition

[@fluidcreativity3124]

The fact that TirTir a KOREAN brand took the criticism from an AMERICAN market and expanded their shade range twice in 4 months without being disrespectful on the shades let's us know there is no excuse!!

[@emilylerman9028]

their shade range isn’t even that good though-such a jump between the last few shades

[@Lkf-br2zr]

@@emilylerman9028 tir tir had less than 10 shades and in the span of four months made to over thirty and even now when Fiona reviewed their darkest shade and said this is still not a match and there's a jump in the last shades they said give us a bit of time and we will fix it so to me that sounds like actual work being done rather than the things that youthforia has been doing and honestly that's what I think everyone wants to put in the actual effort to be inclusive and also a Korean brand not having access to many black people for testing during the manufacturing process can be particularly excused but an American brand ? That's just ridiculous

[@tapartygetsmewetter]

@@emilylerman9028 yes but they are working on the shades in that take the place of the jump currently. Crazy how they’re still more inclusive than youthforia even with the jump

[@DryPaperHammerBro]

@@Lkf-br2zr Yeah, generalising here but Korea's generally fairer skinned

[@lei1384]

YES SO WELL SAID

[@SimplyyBreon]

Did anyone catch that she said people change UNDERTONES in the sun? I’m not going from neutral to warm toned with a tan. 🤦🏾‍♀️ if you can’t even grasp undertones, a makeup brand is NOT for you.

[@digitalbrinjen3245]

Yep, noticed that, blew my mind too.

[@LadyDragonbane]

I know! I can't believe no-one talks about it

[@doritofist8369]

Absolutely appalling

[@NoelleTakestheSky]

My daughter is very cool in winter, and in summer, when she’s tan, she looks better in neutral or warm. What changes is her skin tone, and that visually changes the appearance of her undertone.

[@freyamariano106]

Yeah I had to rewind to make sure I heard that right….

[@TheChakka888]

I am with Audra - this brand is just not something I will touch. The fact they have not taken shade 600 off the shelves says it all. Thanks for the update!

[@ladymissgd]

Why there are several other brands who sell the exact same color?

[@danica5235]

@@ladymissgd there aren’t

[@meforever8121]

@@ladymissgd name them

[@autumnsprite]

​@@ladymissgdI mean they sell that color in lipstick and eyeshadow and stuff, not foundation 😂 literally the only pigment in the ingredients is BLACK

[@squidia5134]

@@ladymissgd what brand?

[@ps1hagridoufofcharacter]

"i made the shade range smaller because choice is overwhelming" while showing 8 almost identical light shades... Fiona, girl, are you hearing yourself

[@SophiaDerivan]

How do you like a comment twice because you’re spot on!

[@kai_fatallysapphic]

GIRL IT'S NOT ICE CREAM😭😭😭😭😭

[@nikolasincorporated]

As an esthetician, I’ve always been completely against this brand. Don’t sleep in your makeup! It ages your skin terribly, regardless of if it’s “breaking you out” or not.

[@milkyshakes]

Bruh, I just heard about that- like, yes let's collect environmental debris and keep old oxidizing sebum on the skin all throughout the night! That can't be bad for me! lol

[@elleelsaltador2657]

Same! As someone who has had acne their entire life and oily skin, the concept always sounded disgusting. I will go as far as saying the concept sounds stupid.

[@justinejustice_league1857]

Right! Going to sleep with lacquer on your face doesn't sound good at all

[@CasseeCat]

When I heard this was a “selling point” for this foundation I was like… bruh, this is 2023/24 we KNOW about skincare. Number 1 warning for premature aging or skin damage is SLEEPING IN YOUR MAKEUP! It is a red flag into her complete lack of understanding and blinkers on the beauty industry. A Foundation range? Are you mad? Clearly trying to break into the Asian beauty market and with that range but launched in the US like a Noob. But the Asian market is all about skincare… and you thought sleeping in the foundation would work?

[@laurafaehnrich4261]

As someone that sleeps often in their spf/ makeup that gives me the ick. I often fall asleep at like 5 pm by accident or doing skincare is just to hard for my ADHD brain some nights. So at least 2 mornings in the week I have to deepclean my face because of that and it's not even like the makeup looks good after a night of sleep. There is barely any left and what's left looks terrible. What is the benefit of sleeping in your makeup? Even if it were not terrible for your skin. Why would someone do that? You ruin your pillow case, you wake up and have to wash your face way more that if you just did you skincare in the evening. And most of all, most of my skincare I use at night because my makeup/ spf sits better if I only use minimal skincare in the morning. So by not washing my face at night I miss out on all the benefits of those products, making my skin in the morning either dry or super oily. I just don't see why anyone would do that. It just makes my morning routine longer because you have to take off yesterday's makeup and you have to put on today's makeup.

[@leo8812]

I’m still so shocked that the original foundation range could be so deceptive! It’s not even a case of “the shade looking different on the website”-there’s no way it could be so different!! Even the color on the box looks nothing like the shade in the bottle. That’s 100% deceptive marketing! I do not think this company will be able to come back from these “mistakes.”

[@monicapatton1405]

I don’t think they will either.

[@writheagainsoon]

Sadly, I think they will. There are so, so many people who genuinely do not care, who don't use youtube/ tiktok/ ig and solely get their news from fb (where this isn't nearly as covered as other sites). And even more who will pretend to care and actively wait for the drama to pass so they can continue buying from them unapologetically. Many are just using online orders, if people don't see them shopping in store, no one can say anything 🤷‍♀️

[@leo8812]

@@writheagainsoon that is a great point that I hadn’t considered! I’m sure there are still many supporters of the brand and people who are unaware. Only time will tell, I suppose! 🤔 Thanks for adding your thoughts! :)

[@amateurastronomer9752]

Thank you!!! This point often gets lost. The tik toker wasn’t even complaining about ‘not being included’ in their shade range as a black woman, she was complaining about the false advertising. This is important because so many people came for her saying “Stop begging racist brands to care about you” and “just support brands that represent you and stop giving this brand attention”. And it’s like that wasn’t even her point, she was calling a brand out for false advertising, period, the end 😂. The fact that the OWNER turned it into an inclusivity issue seems like a cop out and a bit manipulative.

[@maryeckel9682]

And they put up those pictures of the dark guy like it would match him. Bait and switch.

[@michalovesanime]

Its so weird cuz its not even just about us black people. There are so many dark skinned ASIAN people in the world... The colorism of it all

[@19Carmelita92]

This is such a good point. I see so many people defending Korean and Chinese brands as well because “all Asian people are pale”. Like, no they’re not! Just because their media showcases people with light skin tones only doesn’t mean that that’s all that exists. By that metric, all American women must be Kim K clones 😂 I know Chinese people who are darker than me (I’m light medium in the winter and tan in the summer).

[@registeredjopper]

​@@19Carmelita92Dude, I've MET Chinese people, Japanese people, Mongolian people, MANY Indian people, and so many more who are darker than ME (as a medium-toned black woman). Yet, without fail, they will all wear their racism and bias proudly like it's the newest Prada. A mess.

[@kuroroedamame]

As fellow asian girl here i could tell you, asian ppl are COLORIST asf, the amount of insult i heard against people who have dark skin, or even slightly darker than everyone else... The bullying and insult- calling, in the name of "jokes" and "we just worried about you and want you to look better, try this xyz product that makes your skin more white" 😭 mf whAT!?!??

[@ZeBiii]

There is no ethnicity that has a one significant skin tone right?!! 😂 Im middle eastern but light olive ton that can look greyish.. you bet till this day (34yrs old) didn’t find one foundation that matches me 💀🤟🏻

[@InvisibleRen]

@@19Carmelita92I think the OP was referring to South Asians. Tan East-Asians are a valid but different conversation. Brown Southeast Asians and West Asians are closer to the conversation, but yeah, OP was talking about South Asians most likely who are found everywhere from South Asia to Southeast Asia to the Caribbean to UK and US, etc etc.

[@taylorg2320]

Her saying "I get too overwhelmed by shade choices" sounds like "I'm used to an east asian market that caters to me specifically and the western cultural diversity is inconvenient to me." I lived in Korea for a few years, and every brand there only ever offered two to three shades, all of them light, all of them with a pink undertone. The culture there is very colorist so the foundations basically dictate the beauty standard. If you don't fit into them, the message is "tough luck, ugly." It seems like the Youthforia CEO has always been able to comfortably fit into these shades and she wished she could have just made a foundation for that type of market and not have to be so "burdened" with the needs of multi culturalism.

[@registeredjopper]

THIS. Exactly this.

[@lindadoucetowen]

Precisely this. The East has an image and you put on the makeup to match. Not match your make up to you.

[@registeredjopper]

@@wickywickyjoka its super crazy that you wrote a whole comment just for this. are you okay? everything okay at home? correct dosage on the meds? lmao please get out of here you absolute loser

[@rhynochi]

Yeah, I always felt bad when I saw even kpop idols who didn't fit those undertones so ppl seemed greyed out or like weird bc even tho they are pale they don't fit the undertones. And especially idols who weren't even super tan but obviously darker than whatever the shades available at the time catered too. I know more Korean brands have added some more colors for the already sort of pale side of Asian skin but it's still kind of lacking for the foreigners who live there. Unfortunately, Sephora has now failed twice in Korea so you can only rely on Korean/Chinese brands to extend their ranges. Japan is East Asian pale too but they still kind of more inclusive for the Japanese women there with different undertones (cool, neutral, warm) and not just like 3 foundation shades. Obviously still not inclusive for say foreigners, but def better than what I heard about Korea when I grew up on Kpop during Gen 2.

[@elleelsaltador2657]

Exactly this. Fiona should have just launched in SK or China if wanted to do this. But her products will never hit in either because they're basic and boring asf

[@MakenzieHallie]

100% couldn't agree more, she made this "job listing" as a look at all the things I do. She seems more condescending and victim-y every day. Just feels really really gross.

[@zanderisamazing5043]

Ha! No one asked her to do this and everyone knows starting a small company is a labour of love

[@artmaks9363]

hey, actually I work in the industry - it's the misconception, they doesn't do that. Leadership position means you have like 10 people to delegate these tasks to, in reality you only take care personally of the second point. It's more of an office job.

[@InvisibleRen]

But it doesn’t even make me feel bad for her. Don’t launch at stores like this if you’re a small business running it by yourself with your husband. It wasn’t a problem until she clearly needed a DEI specialist or team. Suddenly then all those jobs became too much, she’s claiming. But instead of hiring one person for a single task, she’s whining that she can’t hire one person for a team’s worth of jobs? I don’t get how she expects us to react to this passive aggressive victimhood defense. All of this came about because her eyes were too big for her stomach, so-to-speak. She tanked her own brand and this acting like a victim just isn’t going to make anyone feel bad for her. At this point, I really wish she’d just go the way of Trump and own being a brand that excludes certain demographics. That she doesn’t want to put in the effort because she can’t handle it. That she actually doesn’t care and was just going through the motions because she thought it would benefit her.

[@GirtheAlienGoldfish]

It's so loudly passive-aggressive.

[@IdkFoxii]

Her saying she's pregnant like that's supposed to change how she put 10 light shades & 4 sub par tanner colors.

[@ambersmith2612]

Manipulationnnnnn

[@Neco2684]

But didn't you know? This is the first pregnant woman to work while pregnant **sarcasm**

[@jenniferlynn3537]

i.e. “Please take pity on me! All this stress isn’t good for my unborn child that I chose to have now so people would find me more endearing! 😢 “Gosh, I hope we don’t go bankrupt and end up homeless and begging for handouts to feed my newborn!” 🎻 🎻 🎻 🎻 🎻 🎻

[@funkychild2294]

People get tired of “cancelling” but you have to raise hell to set an example. How many times and years people with darker skin not been able to find their shade ? DO BETTER. PERIOD.

[@umassigkap]

This is actually “cancel” worthy . If we didn’t cancel over every little trust we wouldn’t be fatigued by it

[@GirtheAlienGoldfish]

I'm pale as hell and up until fairly recently, shade ranges haven't quite been able to match my skin tone. I can't imagine what it's like for darker-skinned people.

[@Coolhotgem1ni]

Exactly and this is exactly why racism thrives, it feeds off the little things. If we didn’t call them out from the beginning more people would continue to think of black people as an afterthought like we don’t matter to begin with. If we didn’t call out the black foundation more people would continue to think dark skin black people are pure black and see them as animals like once again like they don’t matter. We have to call out even “small” racism and micro aggressions, It’s how we learn and do better

[@tirzanicole]

“i get overwhelmed trying to match my shade if there’s too many” simply ask a sephora employee for a shade match?? this is just lazy and racist….

[@rvanderjagt5944]

Right? I want a big shade range because I remember the bad old days when we did not have nearly the choices we do now, and you just had to guess what the undertone was in the shade that matched you.

[@VirginiaGeorge]

Yes. I’m olive and things often don’t match well, so having choices to test is important. I feel like it’s more overwhelming to not be able to find something that’s close than to have to choose.

[@3s_muycar0]

Plainly and simply. Just super disheartening that there are folks that agree with this mentality. People that are heavily melaninated are beauty consumers too and they should be included in the shade range just as much as anybody else

[@p5ych0_w1tch]

no, but like seriously. she's basically saying that her issues is that she has too many options that work and she's lazy with choosing??? like, sorry, that is the opposite of the problem that many other people have, especially darker/deeper skin people, or people who are extremely pale. how can you run a beauty brand, and not understand that of all things, FOUNDATION is one of the elements where people actually care about matching their colour precisely?? we're past the early 2000s times, when people used to just walk around looking orange and with a neck that doesn't match their face, regardless of what colour/tone/undertone they had. it's important and makes a huge difference. being too lazy to colour match with your own stuff, doesn't mean others are, and if anything is proof she shouldn't have gone down this direction of products in fhe first place it's actually so insulting that she continues with this line of argument, trying to make herself out to be the victim.

[@swolerabbit]

if “there’s too many options that may work for me” is your complaint, you’re automatically incredibly privileged lmfaoooo idk who gave this woman the audaaaacittty to think that her undeniably privileged position gave her the authority on developing a shade range for those who are not privileged enough to ✨just have too many options✨ it’s absolutely insane.

[@thisisavivistanaccount7866]

“intimidated by large shade ranges”??? I mean…some people get intimidated by not having their shades exist in most make up brands but okay Youthforia

[@ZeBiii]

Ufff this. I have light neutral olive skintone (a mouthful). Im 34 & till this day never found matching foundation 💀🤟🏻

[@fairy6126]

@@ZeBiiiomg girl try About Face the Preformer foundation. im a light olive and f2 olive matches me so good

[@itsmecandicemarie]

I saw a video of someone go & mix a lighter shade with that shade & it didn't lighten. It literally turned grey. & that's all anyone needs to know. It makes me so sad that Black people are still dealing with such a deep level of racism in the makeup industry.

[@ZeBiii]

Someone on yt analyzed it & came out it literally had only black color & a bit of white… so yeah will turn out grey 🤟🏻

[@katfayegarrett3872]

I was wondering about that while I was looking at my L.A. Girl pro mix drops...

[@freyamariano106]

Because it’s black. People’s skin isn’t black. We are human beings made of flesh and blood, wrapped up by skin that can have varying degrees of melanin. We’re all a mix of blues, purples, reds, gold, brown, blush, cream, olive etc.

[@mehreenjaved5636]

My working background is 4 yrs in beauty and 2 years in a tech start-up. That JD (job description) is literally the outline of our entire start-up company - and that's saying something 😂😂😂 Fiona is either really unstable/out of touch to have pushed that JD, or she really doesnt care. It's also ironic to me that this JD is ultimately hiring a POC to be doing multiple roles and being severely undpaid in the process. As a POC, we are often underpaid and the sheer irony that as a female and Asian brand owner, you're behaving this way in 2024. This brand needs no more attention from our community moving forwards. What a disaster.

[@lindseystein9676]

Makes me worry for her current employees. Are they being worked to the bone so she can save money on less employees?

[@registeredjopper]

Let's be honest here- it's pretty much because she's a fair-skinned, conventionally attractive asian woman that she can afford to be so out of touch. she's going to get support from her community plus white people (who don't care about inclusivity) plus other races/ethnicities that don't experience this level of disregard and further gaalighting on a regular basis. And she'll be fine, her company will be fine, and she won't learn a damn thing. The best thing for black folks to do really is to disengage and simply ignore.

[@elleelsaltador2657]

Sorry but her being Asian especially East Asian doesn't make her less of racist when East Asians are extremely racist against South and SE Asians. And most of them are also colorist against other East Asians.

[@jennabellerhiannon]

ew

[@oceanasong]

That bogus job opening is a masterful example of passive aggressiveness - it's disgusting.

[@basicallyno1722]

Youthforia’s creator has legit crazy eyes.

[@TheAudraReins]

Friend! Thanks again for inviting me and my sweaty post work makeup😂 love you lots🖤

[@jenluv]

I appreciate you taking the time after a long work day to hang out and share your thoughts. Love you back!

[@RadBadJodster]

Your make up looked amazing and your insight so valuable!!!

[@KayKell1215]

@@jenluvgreat video ladies! Another bigger question is what does that say about Ulta and other retailers continuing to still sell this product as well!?

[@d6375]

You're glowing beautifully!

[@teri2466]

There's absolutely nothing wrong with your beautiful post-work face 😊

[@monz]

She comes across as so disingenuous. I don’t trust her nor I do believe any of her lame excuses or “apologies.” No second chance is deserved. This brand can burn.

[@lilren2021]

She was kinda half smiling in the apology video. very strange for me

[@lenachoi2148]

To me personally, it felt very much like someone who is trying to reason with someone who they think is being irrational, if that makes sense? Almost like a parent speaking to a child.

[@Tink00]

@@lilren2021 That bothered me so much

[@PoopiGirl.23]

She’s been given the same advice over and over again. She’s clearly not even listening, why waste more energy with someone who talks to you with their eyes glazed over?

[@ilefttheband]

Honestly tho. She was given MULTIPLE chances. I mean idk if you've heard of TirTir but hell even they launched a diverse shade for their cushion foundation after a black creator asked them to.

[@Traditional_revolutionary]

I didn’t catch it before, but NO ONE changes undertones no matter how tan you get or don’t get. That’s what an undertone is….an unchanging, underlying tone of warm, neutral, cool or olive that every person has. There are pale olive shades of skin and there are neutral darker shades of skin. I don’t think she understands what that means

[@s.d.9543]

This is correct, except that olive is a medium skin tone you'll see in a lot of Mediterranean people. It's not an undertone, but has a cool (ash/green) undertone.

[@rebekkakhigson]

Actually olive does not mean medium toned, yet refers to a stronger green tone in the skin. All depths of skin tones can be olive.

[@softcoffeewhispers]

@@s.d.9543olive is an undertone. I am Mediterranean and pale. I have an olive undertone.

[@AnaPie896]

@@s.d.9543that ash/green undertone is present in pale and deep skin shades as well, not just tan! But I only recently learned that, About Face has great olive undertones in different shades 🤗

[@rhynochi]

@@s.d.9543 I think the belief in the past was olive refers to a specific type of medium tone for Mediterranean ppl or Europeans in that area, likely due to a lot of reading materials. I've only ever heard those in that area described as olive. But more and more ppl have discovered across ALL skintones (pale, medium, dark) that olive would be an undertone. Many ppl have wondered why they never fit the available shades, even pale white ppl, and it's because their undertone never fit cool, neutral, or warm. It's more like we have developed our understanding of color theory for skin more so we are now trying to be more inclusive not only the darkest skintones but also palest and other shades in between we've missed out on before.

[@cv6442]

The "shut up" shade... thats exactly what it was. No thought into actual black skin. Im so sorry my sisters, brothers, and beyond. Ugh we all deserve better than this!!

[@lillianthorne6441]

When no one takes the job she can join the chorus crying that "No one wants to work anymore"

[@switzer_no_switzing]

Correct!!! 😂

[@katfayegarrett3872]

💯❤️

[@kallixtii]

I guarantee you she literally put like 10 job descriptions into Chat GPT and asked it to create one job posting to encompass all of these roles, lol.

[@jenluv]

Why didn't I think of that????

[@bennybenz7722]

And the 2 darkest models being men is.. telling.

[@user-ko1fp1vf7h]

@@bennybenz7722 men she found in Dubai mall

[@amykh7647]

The "Product Development Leadership" portion seems to be describing an entire department! There's no way a single person could do everything listed.

[@christinegraham2579]

With all these responsibilities that one new employee is supposed to be handling on a day-to-day basis, why they’ll never sleep! They ought speed up production of an android like Data from the Star Trek franchise to do all these tasks. I think it will be quicker, and far less stressful for a new employee to try to handle the job of 10! Is this answer “tongue in cheek”? Somewhat, but more of a “wake-up and smell the burning coffee” type of answer. Because the founder/owner/CEO of Youthforia hasn’t got a bloody clue!

[@cerisemin]

Also she acts like her brand is not sold in Sephora and Ulta where if you’re “ intimidated by all the shades” you can just go to someone who works there and ask for a color match 😅

[@NoelleTakestheSky]

If you don’t mind strangers touching your face. Some people can’t handle strangers touching them.

[@anny8720]

@@NoelleTakestheSky either way no foundation range is going to have more than 10 shades that might match you if they have good shade diversity, so her argument about being overwhelmed with choice in a 50 shade range doesn't hold up

[@Icarusinhischariot]

@@NoelleTakestheSky if that’s such a big issue then the workers are 9/10 willing to let you swatch yourself and scan yourself. This is a non argument and the workers aren’t gonna grab your face the moment you ask for help.

[@cerisemin]

@@NoelleTakestheSky never had someone touch me just to color match, where did this happen to you?

[@thesyrupdude]

@@NoelleTakestheSky you can also probably swatch your arm to get a relative match. employees arent going to just start putting products on your face randomly without your permission

[@katiearcher4475]

Im only 8 minutes in. And still cant get over the blatant false advertising in those shades and then the excuse for it. In what world is it okay to market and sell products as a specific shade and then have the product be a completely different color without disclosing on the page that it wont match??? Like, she could have fixed all of this by having a disclaimer saying these shades to come, pre-orders only, products may be much lighter then advertised.

[@alexdavis7577]

it’s the way in the first one the box colour label doesn’t even match the foundation colour

[@katiearcher4475]

@alexdavis7577 facts. Like, any other product that had such an extreme color difference, no one would question why it would be an issue. If i buy shoes in the color blush, the box says blush, and when i open the box to look at the shoes they're a grey or light tan color, absolutely no one would respond with "you should just be happy the company even put blush as a color option!"

[@jennifermayberry6200]

The ‘key responsibilities’ reminds me of every nursing job application I read lol. Like, do it all.

[@RadBadJodster]

Fiona is a train wreck if she wrote that JD. That is like an outline for an entire company!!! This company should probably just go away. And they are still selling shade 600 on their web site. 😮 Ugh.

[@umassigkap]

I swear she had AI do it

[@katfayegarrett3872]

They should sell the company and move on.

[@steelcutoaths3033]

Seeing the info you shared about the “job listing,” my first thought was that they’re looking for a unicorn. Then, I thought “not a unicorn, a scapegoat.”

[@Feynix4]

Exactly what I thought, they’re looking for a scapegoat

[@aprilrich807]

The job description should be re-titled Scapegoat. I have so much to say about this atrocity, but it’d be WAY too long and time consuming. And I’m sure that most have the same thoughts. And hey - Audra is a total rockstar! Lastly, you look incredible, Jen!!

[@deborah587]

My thoughts exactly! When Jen was summarizing the job description, that was the first word that came to mind.

[@reneebaus613]

Agreed, I was thinking it should say you have to wear a red shirt.

[@user-ko1fp1vf7h]

The job description had me actually dropping my jaw like she’s had to be clinically unwell to think (1) person can do all of that for her.

[@thisisavivistanaccount7866]

exactly! and it’s crazy that it’s just 1 person handling all that, since it seems like something a team should handle.

[@ilefttheband]

girl they just want a slave 🥲

[@sanjanat1085]

It's like they're leaving the shade on the shelves so people will continue to buy it even if just to criticise it. Like bad publicity is still publicity and any publicity is good for them. And if this is the case, it's an even bigger reason to just not trust them. I've heard positive reviews on their formula for the lighter shades but guys, there's so many other brands that are genuinely good and inclusive or at the very least not this insensitive. Honestly, if tirtir, a Korean makeup brand could expand properly on their shade range in just months, what is Youthforia doing??

[@kimberly3706s]

I am loving the Tirtir red mask cushion foundation, and my Cool Fair complexion isn’t available from all foundation lines (neutral fairs pull orange on me) but let’s be real: expanding shades isn’t the same as having an Inclusive shade range. A beauty company can have a very small line and still be inclusive. A beauty company could offer hundreds of shades and still not be inclusive. TirTir is NOT inclusive; BUT I haven’t heard the company promise to become inclusive. Whether companies are required to be inclusive or not is a red herring debate - a company should do what they say they’re going to do or accept getting called out on it.

[@sanjanat1085]

@@kimberly3706s They have a diverse range of tones, with warm, neutral and cool undertones. Their shade range was expanded based on feedback from black creators, for example Darcei. She asked, they listened. How is that not inclusive? To add, they're also further expanding their shade range to reach even darker with the different undertones.

[@sugaandspice5963]

Girl adding darker shade ranges isn’t inclusive. They just expanded the range. From the jump they didn’t include those darker shades. However with that being said it is a Korean brand and initially they’re for their homogeneous Korean audience.

[@FabiolaMacabre]

Yeah I wish people stopped buying it just to make content 😑

[@kimberly3706s]

@@sanjanat1085 Is a reactionary response inclusivity? I don’t agree that expanding the range makes a range automatically inclusive. 3 darker (latte) shades and 27 diverse fair shades is certainly not a sign of inclusivity …but are they moving in the right direction, sure - I guess I expect better RnD from companies prior to Western expansion, which is a significant and planned procedure, doesn’t happen overnight without time and thought. Why should we need to keep “parenting” a business and teaching them basic ways to be less racist? It’s 2024, learning should come before action. I’ve run out of slack to cut. Businesses who don’t expand their range until it’s been requested are not businesses that are mindful or had intention to be inclusive.

[@bflogal18]

So basically, the title of the job listing should be “Future Fall Guy”.

[@Feynix4]

Job title should be scapegoat

[@basicallyno1722]

😂

[@jennifermiller1042]

Audra was right on so many points. If you already bought it, use it so it doesn't go to waste and if a brand doesn't represent you, walk away were my favorite points they made. Always happy to see Audra on the channel!

[@bookwyrm1383]

I think people who think this isn't an issue do not realize that it is indicative of the overall larger issue, which is the idea that some people aren't really people

[@Neco2684]

THIS!!! 'What undertone? Only human beings have undertones.'

[@kairos-049]

Also saying “there are bigger issues” is such a disingenuous argument because injustice is injustice at any scale. The gall to spend your time and energy demeaning people for being mad and then say “there’s bigger issues out there”. Go tackle those bigger issues then, since you care so much about them.

[@itsbrimeeks]

@@kairos-049also we can all walk and chew gum. This is a terrible thing that happened and also their are multiple g*nocides happening in the world. I can care about all of it? It’s bizarre when people insist I can’t because THEY simply don’t care. Yikes!

[@AllieDawson]

Their response told me everything I needed to know. They just don’t care-they are just trying to save face

[@sahie]

They appear to have missed a very crucial thing: The word ‘sorry’. Sorry doesn’t fix anything, but it is the start of any good apology if you truly mean to try and correct the harm you’ve caused. It wouldn’t be my apology to accept even if they’d given it, but everything else rings hollow for me without apologising to the people they’ve hurt multiple times now.

[@rielleferri]

I think one of the reasons this whole saga is so captivating is that the founder shows a psychological inability to take responsibility, which can be fascinating to watch, reminds me of behavior from narcissistic personality disorder, you hit the nail on the head with the manipulative intent of the "job" posting.

[@swolerabbit]

24:21 THIS PART JEN, THIS PART. the husbands “there’s no one to fix a problem but you” was so whiny to me, sorry. i’m sure it’s stressful, but yeah… you’re the brand owner. you own a brand. you started a company. if you suck at running a company, that IS on you! the job listing is ABSOLUTELY just a passive aggressive stab at the community blaming them for being horrible at their jobs. if you’re doing all of this as the ceo… why? you’re not supposed to. if you haven’t even hired a cfo… why? you’re supposed to! if you don’t have a single other employee in product development… why? you’re supposed to!! and then when this doesn’t work out and no one applies they’ll get to sit there and say “see?! if people really cared about inclusion within our brand they’d apply! obviously it wasn’t that big a deal and no one actually cares, or they’d do it, it’s not our fault! i’ve done all i can do!” this is just a very ugly statement from a very ugly person doing ugly things trying to cleanse themselves of their own ugly attitude and put it on everyone but herself. mean girl bully shit.

[@swolerabbit]

also later in the video audra came back and i clapped lol second comment just to give much much love to audra 💖

[@Neco2684]

👏🏽👏🏽👏🏽

[@swolerabbit]

@@user-bc5mz9bx5n maybe if you include lots of pictures, she’ll finally understand she’s done something wrong! ✨

[@Lasomie]

Less people to pay 🤦‍♀️

[@MsLollipopgirl27]

The job posting is WILD. They are basically asking for someone with a bachelors in science, a bachelors in business AND marketing, as well as comm professional. For all of that to make sense they would need to make well over 6 figures.

[@registeredjopper]

they should make 7 figures. considering they're the inner suite, marketing department, QC department, and probably in charge of the lattes and sandwiches for the meetings too

[@weirdhousewivesclub]

I am Southeast Asian and there is a big problem with Asian brands (and especially East Asian brands) not having inclusive shade ranges - and this is not for an international market, for an ASIAN market. Because fairer skin is more desired in many Asian cultures, they often do not make darker foundation shades. I can't find my shade in many brands, and I am far from the darkest skin tone present in Asian countries - in fact in the Philippines, where my family is from, there are indigenous people who have very dark skin that would not be covered by the Youthforia original launch. Given Youthforia's actions and their response, I will not be purchasing from this brand now or in the future. It is very clear that they don't want to take ownership of their actions and while there's not much I can do, I can vote with my dollar.

[@deathwave8375]

I'm tired of people pretending it's okay for these brands to cater to very light skin tones just because they are Asian. Even if we are not talking about southeast Asians a lot of whom can have brown skin...east asians can be tan.

[@Boohurghhoo]

​@@deathwave8375but you can't even begin to say something abt that bc it just gets yelled back at you fair skin fair skin fair skin 😪

[@Toa_general]

14:12 this type of thing annoys me the most, I HATE people who go “there are worse issues so don’t look at the smaller issues” Using other people’s issues as a way to downplay other issues, is nasty work, they seem to forget the smallest issue can lead to worse, if you normalise and ignore one bad small thing, it gets worse.

[@Gabrieliuka]

Also, can you not be passionately supporting huge issues like food shortages in Sudan AND also spend some 5-10 minutes being pissed about this? It's a response that people who have never been part of large movements have, because they don't have experience in participating in food drives, fundraisers, or other community service to any notable extent. Time is limited ,we will never know even a fraction of problems in the world, but our compassion is never so stunted that we can only ever care about one or two things.

[@MR-ek6yk]

Like, Fiona is not going to drop everything and start a charity in Sudan, she's going to keep running this company, so complaining about the makeup is not taking anything away from more serious problems. Nobody is going hungry in a foreign country bc a black woman got on the internet and reviewed a bad makeup foundation. Smh.

[@Auntkekebaby]

!!!!

[@aleeysaurasrex]

Listening to your breakdown of just the job listing alone was so insightful and eye opening about how job listings are.

[@jenille08]

I agree. The job description was overloaded to make it unappealing and difficult to find a candidate, thus never actually filling the role. I'm changing YouthForia to calling it NoForia or ManipuForia.

[@Cat-tastrophee]

I vote for ManipuForia ✋️😂

[@MeadowMonkeyMyers]

How about DysForia

[@WafaDailyVlogs]

We should all collectively agree not to buy any of their products AT ALL so they go out of business and not be allowed in the beauty community. doesnt seem like theyll EVER listen/learn.

[@IdkFoxii]

THIS. I ALREADY DOMT WEAR MAKEUP lol but the thing is is that they could easily be under another brand or buy another brand shares and hide behind that knowing the name leaves a stench

[@juliadandy6019]

Few minutes in and that job listing is INSANE! Do they not have employees in any management? By the responsibilities they list it's almost like they have a factory to produce and nothing else. Ridiculous. Seems not only that they want to overwork someone, they want a scapegoat for when things go wrong. And yeah, they are definitely looking for a POC to be that, that is ABSURD! Edit: as someone comment below, though the job description doesn't require a POC, that's my speculation that they would hire someone of color.

[@cassmacdonald-perfectlyimp2486]

Well they don’t have decent PR that’s for sure

[@auburrito5168]

I don't even think the job description indicated they need to be a POC, just someone to deal with matters that make Youthforia more profitable for the POC market.

[@juliadandy6019]

@auburrito5168 you are right, it doesn't explicitly. That's just speculation on my part.

[@meatofmink]

Im in the back end of cosmetic surgery and this is absolutely a full team’s job, multiple teams even including marketing, supply chain, sales, all these parts work together to make a business work.

[@malsdiary]

A brand that fixed their shade range perfectly after getting some feedback is TIRTIR and they are a Korean brand (Korean makeup is known to be waaaaay too light for darker skin tones). It’s extremely sad to see that some brands like Yourhforia in the year of 2024 give us basically nothing when it comes to darker shades

[@Nicolesid1]

I am a Project Manager, and that job is for sure a team need or it is going to have A LOT fall through the cracks. There is no way someone is going to have STRONG skills in all these areas and not be in a C-suite position and still be lacking something. This is a "shut up" job listing for sure.

[@Chewtubehuskyhouse]

Just started the video but OMG Mark Cuban must be KICKING HIMSELF over this!! His first- and now surely his last- makeup investment on Shark Tank.

[@herefortheshrimp1469]

Silver lining that a billionaire is about to lose a bunch of money and be stressed out, if you ask me lol

[@viviandevries1615]

I was just thinking the same thing... She keeps saying she's a small independent company but she has shark tank backing.

[@kookootrix1978]

Out of prominent American billionaires , he's promoted more progressive causes, but, yes, Youthforia is a shitty company with a shitty name.

[@user-rz3nu3lm5r]

LMAO I didn’t even remember that. I always wished that they’d have a section in shark tank where they talk about all the businesses they invested in that failed miserably like this. I know they would never bc it would make the sharks look bad but it would be interesting

[@Chewtubehuskyhouse]

@@user-rz3nu3lm5r the way I’d tune in SO FAST 😂😂

[@lajourdanne]

Audra is so right. We can walk and chew gum at the same time. And to refute that is to minimize ALL the problems people are using as a comparison for what a “real” problem is. Those problems are not there so that we can dodge tough conversations.

[@user-ym2cr3lh8t]

This woman needs a pr teammm my lord. no critical thinking with the ceo whatsoever.

[@violetheise4717]

I don't believe in hate brigading people online, even when they have done awful things because it doesn't actually help or fix anything. But I definitely believe in bullying companies for doing bad things. I just went and "upvoted" a bunch of 1 star comments on Ulta's website for this foundation to do my part to tell Ulta in my own way that they should reconsider selling this product/company.

[@kimberly3706s]

Exactly. Criticism isn’t hating. It’s never okay to get personal and threatening, etc., but valid criticism and responding with justifiable indignation towards a business/corporation isn’t “cancel culture” or bullying. We are allowed to have public standards and expectations on the companies that want our money. We need to use our purchasing power, because it’s one of the few powers we have as individuals.

[@mariesikk]

The brand owner isn’t even qualified for the posted position.

[@alcndite]

that singular job listing is usually a full team of people, unless you're applying to be a manager and watching over a team of people that's a ridiculous job description

[@sarahramirez7433]

The job description is for a director role, which is the head of a department. Which explains the multiple roles this position will play.

[@inkasaraswati7625]

@@sarahramirez7433 I was wondering if there is a team under the position, but companies don't usually post job listings for directors so the whole thing is questionable.

[@ambersmith2612]

@@sarahramirez7433to direct WHOM?? There’s no one else in their dei department

[@registeredjopper]

​@sarahramirez7433 their IG post literally said they're creating a new position- you don't create the position of a director for a pre-existing team because that team would already have a director/manager. This listing is for one person to do all those things. And even if it is more so for this person to be a liasion to all the people who do all those things, that's still too much for one person to oversee, review, coordinate, and report on.

[@19Carmelita92]

You NAILED it about the job opening description. When you were reading that off, my FIRST thought was that she’s trying to passive-aggressively show how much she’s doing at one time. As a former and recovering passive-aggressive myself, I saw that immediately haha. As a business owner myself who is stretched THIN, I say this. Boo hoo! You made your bed, you lay in it! If you couldn’t take on doing a foundation, you shouldn’t have. Period. Nobody asked her to make a foundation. Nobody forced her. She wanted all the glory of an inclusive shade range without putting in the effort. As a white woman, I am appalled and I will never support their brand whether they (eventually) get their act together or not. I can’t imagine what it feels like to be a black consumer watching this play out!

[@akikawa_ch]

When I first saw that foundation, I thought "What's the problem?" because I didn't understand the undertone issue. After watching your videos, and your interview with Audra I realized how f*cked up the situation is. They made a mistake with the foundation, but then they completely missed the line with every response.

[@transsnack]

I'm not even sure it was a mistake. Their entire thing is makeup, they know how human skin tones work. Even if it isn't...idk... common knowledge for the general public, they don't get that excuse. Heck, I'm a digital artist and I rarely draw people (I'm a horror artist, so even when I do they usually aren't alive anymore so the shades are different) and I knew that people had undertones no matter what their shade their skin is (or was, in the case of my art, lol).

[@ririflutter]

there will just simply never in the world bebe a darkskin person who can match that shade! even the darkest people in the world don’t appear “pure black” there is alwaysss some dimension and more. even the palest white person can never be paper white. so when they give us a shade that is just literally the color black with nothing else in it is honestly just very reminiscent of minstrels

[@laurafaehnrich4261]

I watched the first Video when I visited my parents and was kind of laughing at it (in a horrified way that I could not believe that, not amused) and my dad asked me what I was watching and laughing at (he doesn't understand english as good) and I told him that there is a makeup brand that realised a pitch black fundation with just straight black pigment and though they would cater to black people. And even my white, nearly 60 yo father, who has no understanding of makeup, color Theorie or knows really any POC (not living in USA) was shocked and understood that this is an issue. The fact that youthforia doesn't acknowledge that that is a big issue and they fucked up just shows me that they knew it and totally understand the problem just don't care. They want to be just like other SK and Chinese brands and are mad that they have to cater to the market they are selling in (Western market) This was a shut up fundation.

[@violettbun]

I feel like the whole "i get overwhelmed when shade matching when theres 50 different shades" is an excuse to be lazy

[@sarahjayne6132]

I’m sorry but this whole thing is utterly ridiculous. Youthforia may as well just say “we’re Asian owned and that means we’re completely okay with running with our cultural implicit biases and outright racism regarding people with darker skin color, even though we say we’re inclusive.” It would be more honest then whatever the hell has been happening here.

[@MaknaeUlzzang]

That comment that said they tried but missed the mark is just wrong. They didn’t try at all, every other shade has an undertone and multiple colours in but that shade was pure black. Nothing was added, nothing was done to “try” and make a shade that dark at all! They just thought we wouldn’t notice. If they actually cared they would have seen that they couldn’t find a model and pulled that shade off until they actually put effort into it. The only mistake made was they thought we wouldn’t see it for what it was (pure black pigment)

[@Mighty.Matcha.]

i agree.the most basic step of making a foundation is to study the different undertones and it’s basic knowledge that no person’s skin tone is just one colour. Even if it’s dark.

[@MaknaeUlzzang]

@@Mighty.Matcha. exactly! If they tried the shade wouldn’t just be black and this whole thing wouldn’t have happened

[@taylorg2320]

I agree 100%. The CEO KNEW that she wasn't able to find a SINGLE person to fit that shade, which means she was well aware that anyone who purchased that shade would realize that it didn't match at all as soon as they applied it. This leads me to believe that she was okay with selling that shade and getting her money back on it knowing full well that it would be un-usable to every single person who bought it. She just hoped that black people would just assume that they weren't dark enough for the shade and move on.

[@Mighty.Matcha.]

@@taylorg2320 the thing is, even if there is no other person she can find - (which I think it’s just excuses btw. There’s so many dark skinned models she could’ve hired.) she should at least include a few undertones, even if it’s not on point, it still matches!and why rush to release when you know you need more time to perfect something

[@MaknaeUlzzang]

@@Mighty.Matcha. the “foundation” doesn’t match anyone because it doesn’t have undertones… it’s pure black pigment, she was never going to find anyone it matched because no one is pure black. Humans have depths and undertones and she knows this that’s why every other shade they made was made out of 3/4+ different pigments combined. She did not make no effort in the “darkest shade” because it’s just black…

[@bennybenz7722]

As an Asian person, I truly believe in 2024 Asians are definitely the most racist but because of being a minority (were quite literally the majority) we get away with it. Im Chinese and the Chinese government is LITERALLY colonizing Africa as we speak. It needs to be talked about how xenophobic East Asia is even to other Asians.

[@bookwyrm1383]

umm, yeah, had kids with a Vietnamese guy and have been acquainted with many other Asians from other countries, so can concur that I've seen this in play as far as how Asians judge others including other Asians

[@jellyrolly]

And so many of our own people fight to get white privilege instead of fighting against racism 🙄 Too many are ok being pickmes to white folks as well (especially my own sisters - which kills me as a woman to witness).

[@bennybenz7722]

@@bookwyrm1383 it angers me so much. Even my parents are like this. Thankfully Im from Queens NY so I was able to take classes about the african diaspora in school and wow … my fight for equity will never stop.

[@mermaidmelody7896312]

As a fellow Asian, I agree!

[@joesmith733]

This is common knowledge to most people in the west actually.

[@emilym7650]

Please have Audra on more. Your chemistry is great & they are really someone special. The thing that pushed me over to subscribing to you is the fact that you're friends with them. It's not that you're not awesome in your right, it's just that I have SO MANY makeup channels that I'm subscribed to that I can barely keep up with them, & I didn't find your channel until I had already amassed my formidibly sized menagerie of awesome peeps. So I almost clicked away but then you mentioned being friends with Audra & I was like "Okay, this lady's legit, I need to make room."

[@arturmaksymilianka2860]

Now you and Robert Welsh are people, who I listen, when I want some good beauty content. And I am not even wearing make-up. 😊

[@zahedah80]

They aren't driving any change.....they are the definition of same old same old token shade

[@stinajones9847]

Agreed!!!

[@asc23channel]

100% agreed! It’s not a real job offer…I consider it trolling. But I also have to say: It’s ok if she doesn’t want to create such products. Just clearly state it…and done. Audra is down to earth! Best wishes ❤

[@chocolatte522]

She's offloading everything she feels she does, in order to remove/ distance herself from the process. It's also someone to throw under the bus, if they "miss the mark".

[@asc23channel]

@@chocolatte522 Basically!! It reminds me of a stubborn spoiled kid, that got confronted and stomps around angrily! lol Slightly unprofessional…but she decides. Best wishes ❤️

[@kimwhatmatters4085]

Her excuse is the perfect example of how we’re gaslight when you bring up racism, it’s explained away, we’re privileged/entitled &mistly too sensitive and we’re actually the racist one because we make everything about race.

[@carolumyi4768]

For Fiona nothing will ever come to a close about the darkest shade of foundattion, until she owns up to her mistake and says she is truly sorry for what she did.

[@NoelleTakestheSky]

Thing is, she can say, “Sorry, I tried and got it wrong,” and that will be picked apart. Nothing shy of “I’m sorry I’m a raging racist who doesn’t deserve to live” will be good enough, but even that would then be used to cancel her. In business, the less said, the better. The more she says, the more videos get made. The less she says, the less new stuff. People love to hate.

[@hannathehumblebard101]

This is a dead brand walking. I've no doubt that fiona will eventually pull the products left and completely rebrand with a new name/new packaging. But they're trying to get their money for what is out there. I've seen dancers needing black pointe shoes for various roles use this instead of sharpie but that's about the only thing it's good for XD

[@elleelsaltador2657]

I disagree. Black face paint is cheaper than buying that stuff. Also we will have to be more hawk-eyed and read up on executives/board members in makeup companies now to never give her money ever again. Also we have to be boycotting her husband's company and everybody supporting them as an example.

[@hannathehumblebard101]

@elleelsaltador2657 oh I never said it was economical. But it really is all that foundation is good for - and they're better off donating it to dance companies rather than letting it languish in a landfill

[@NoelleTakestheSky]

Pointe dancers aren’t using Youthforia. There’s already pancake makeup for pointe shoes, and other paints. My household is a ballet household with one former and one current pointe dancer.

[@NoelleTakestheSky]

@@elleelsaltador2657 Trying to drive people to the streets is shitty.

[@LydiaTarine12]

Didn’t BareMinerals use the ‘it’s so gentle and natural, you could sleep in it’ line back in the day? 😂 I don’t think it lasted that long.

[@transsnack]

Oh, they're still using that line in Ulta. They haven't backed down on it at all.

[@LydiaTarine12]

@@transsnack 😂 Oh dear.

[@kimberly3706s]

Lol, sure sleep in it, we have No Idea why you awoke with acne and blackheads from clogged pores. It’s your fault.

[@madmudd96]

Dude… BareMinerals had me in a chokehold in HS with that marketing… 🤦🏻‍♀️

[@NoelleTakestheSky]

@@kimberly3706s I’ve been doing so for years, and my skin looks many years younger than my age. Not everything clogs your pores.

[@melissacoviello2886]

Thank you Jen for covering this again and including Audra in the conversation. I enjoy their commentary and the sass.

[@d6375]

I bet it took her the whole month of silence to write that job listing! 😡

[@BronziArt]

can we also talk about how the only men on the first model sheet are modeling the two darkest shades? you cannot tell me they failed to find women dark enough- it really feels like another instance of racism and sexism towards dark-skinned women specifically and the way black women aren't seen as 'feminine' by white beauty standards

[@ZijnShayatanica]

I speculated in Jen's previous video that the brand owner preyed on the men being unfamiliar w/ makeup [so they don't know anything about undertones/can't provide constructive feedback], the way racism affects beauty releases, & social media [so they couldn't look up the brand & know what happened]. She literally plucked them from a mall & took them to a passport photobooth.

[@yvonnel1942]

@@ZijnShayatanica This makes so much sense. I feel like if a woman familiar with makeup had swatched 600 she wouldn’t even let Fiona put it on her face bc she would immediately know it wasn’t right. She. Knew. Every step of the way that this wasn’t right and still did it anyway.

[@ZijnShayatanica]

@@yvonnel1942 Exactly!! And when it seems like she pulled a camera trick of mixing the two darkest foundations, or swatching 600 but actually applying the lighter shade? They would have never known it was wrong or been able to call her out unless she shared the video to them specifically. Like... It's just so screwed up.

[@stargirl1589]

The job description is so common in light-speed projects at pharma companies too. Its nothing new, but those who accept those jobs leave within 3 months 😅its too much work with little pay.

[@bowiebunny7059]

As someone who works with brands. This kind of position is real. Employees are stretched to the limit. However it wouldn’t be said out loud in the job listing. It would be pushed on them once they are hired!

[@JordynC1994]

Esthetician here. If you do anything with makeup, it is drilled into you how important undertones are. Thinking you can do one pigment and be fine is a ridiculous take for a literal makeup company.

[@RavenSchreit]

Youthforia legit just said "We don't understand black people so we're gonna given up and hire a single black person to do an entire product line for black people and, of course, only get paid 1 salary." GOT IT. Of course there are worse things going on in the world, but if we're going to sit around and allow a company in our modern society to STILL be run like it's pre-civil rights movement, what are we doing anymore?? I'm just glad she didn't post this on Juneteenth...

[@analinsaturria6845]

Audra’s perspective was great in the previous video, and it’s phenomenal here. I appreciated learning from her that there are actually a lot of luxury brands that do make shades I could use (she is darker than me and she showed a whole bunch of foundations from luxury brands that I had just assumed wouldn’t have a shade for me, and assuming is just as bad). So now I have more options that I know could work for me thanks to Audra, so thank you!

[@TheAudraReins]

I'm so glad I could help! I'm a LOVER of Foundation❤

[@analinsaturria6845]

@@TheAudraReins I’m especially guilty of assuming Chanel is never going to have anything for me…you proved me wrong!!!!!

[@kemhug2623]

We are so used to things not being for us. If they had leaned in to the fact that they didn't want our business, it would have been fine. However, that one Korean cushion brand was able to do it... In Korea. 😅

[@PerkiPerkins]

Tell me why I logged into LinkedIn and they removed all job posting. They used to always post there open jobs. I remember applying for marketing one last year around this time. They do not have a diverse staff at all. Being that she’s from the Bay Area & based out of the Bay Area she should have known better!! I’m from the same area, I used to always say how I live in area which is like a bag of skittles. We have every group, culture’s . ethnicity, etc. I loved growing up in this area because it’s so diverse and I was able to grow up and experience the different culture.I’ve always been able to try and see things from other’s perspective and how it would impact them.

[@SussexSandra]

I still think they should have taken the Nikita Dragun route and said nothing. Instead, they should have taken the time necessary to rectify the situation in silence. Going to social media with their foolish responses has just dug them deeper in a hole that they won’t be able to get out of easily.

[@NoelleTakestheSky]

Exactly why I don’t think the lack of responses is a huge issue. An apology can come from the heart, and these channels will still shred it and insist someone doesn’t mean it. They cried too much, or not enough, or didn’t phrase this in that way, etc. These channels will be relentless until they’d destroyed someone. Nikita was right in choosing to stay silent. Once the internet has decided you’re wrong, only your death or silence will shut them up.

[@Lambroux]

So I don't really know how to articulate this perfectly well, but the longer this is going on, the more Fiona is giving me a vibe similar to my family. I'm Korean and Filipino and the way Fiona has been handling this just feels very "yeah that tracks" when I compare it against what my family who are first generation immigrants. I can't pin point the exact thing she's doing for it other than vibes and the vibes are giving me ick.

[@makeupwarrior1]

I work in Product Development for the beauty industry (9 years) and depending on the brand size, this is actually a typical job description for a small start up brand. Small brands need to have people wear multiple hats, but those people are usually paid more or given equity/ stock in the company since they have to have skills in multiple fields and may not have the capital right now. Larger brands can afford to pay more people/ split the roles of PD, project management, and brand/ product marketing but sometimes pay less per role. It varies from brand to brand and I’m not on youthforia’s side, but would like to help add to the knowledge. That being said I still think Youthforia messed up so much in other aspects and I love how in depth and thorough Jen goes into these topics.

[@abhimac27]

Wow!!!! Great information, Jen! So they invented a job that no one in their right mind will apply for. I mean....come on!!! They are low-key becoming Stephen King villains over there.

[@amypanddirtytoo1926]

Oh. Also. Im human resources at a billion dollar company (so a very large one). My job is to find a DEI captaincand to make sure they are able to doctheir job in the best way possible, to find a SEPARATE person who can lead the product team (im not in beauty, im in home improvement so different teams, but same general idea) and to make sure they are able to do their separate job as best as possible, to find yet another SEPARATE WHOLE HUMAN BEING for bookkeeping and to make sure theyccan do their whole ass separate job as great as they possibly can. Need i go on? She should also add Human Resources to that list since she obviously doesnt have someone because no human resources employee would put up that job listing and hire for it.

[@lindseystein9676]

I doubt they have an HR person. I worry for her current employees. No doubt they’re extremely overworked

[@TheMayorsDaughter]

Thank you for this! Audra makes excellent points! Thank you for helping me to view other perspectives. I was NOT a fan of the flub Youthforia made. Thank you for helping me be better! Mad crazy love and respect to both of you!

[@tdsollog]

I completely agree with Audra. This is a brand that is in my rear-view mirror.

[@chloec1394]

To me, this seems like Fiona is trying to make sure that she isn’t liable for any fallouts going forward because she can say “well it wasn’t me but..”

[@dubioc7678]

“I am done, please leave us alone” 😂😂 100% We don’t care about this brand, please STOP! 😅

[@AKbaby89]

"The shades are all neutral, so we will have some with warm undertones, some with cool undertones" Girl....thats not what neutral means😂😂😂😂😂

[@comradewindowsill4253]

the converse of 'the sky's not blue, it's sometimes azure and sometimes indigo'

[@Allison_Troy]

Anyone trying to minimize why the black face foundation hurts and damages black people doesn't understand how micro-aggressions and blatant aggression like this and all the gaslighting of people when they call it out causes long term damage to black people. This brand continues to take actions that make it impossible for me to ever consider buying their products.

[@AmeerahMuhammad]

The audacity of this brand owner is never ending. I think this “job listing” is a stunt.

[@ReemadreeMonzur]

re: fiona’s agenda, i think when no one understandably bites the job application, fiona will say that no one wants to work with youthforia and DEI

[@thisisavivistanaccount7866]

they are still selling the 600 shade, they have brand reps borderline harassing black people in stores….they do not care and they will not be getting my money

[@Azira_Amane]

I'm sorry they're doing WHAT

[@twoweeeeeks]

"I've seen this behavior before...I used to teach elementary school" I lol'd. But so true. I think there's something here too about the performative side of being a "high achiever", which I'm guessing was reinforced by her ivy league education and entry into the start-up world. The mantra is go big or go home. The expectation is to get head pats just for being ambitious. Unfortunately, that doesn't pan out for women/PoC the way it does for white men who are the gatekeepers for those cultures. eta so well stated by Audra. All the applause.

[@MossTunic]

that job position should just be called "Youthforia's Sacrificial Scapegoat". one person to do what is necessary for a team to get done properly cannot end well for them as a company or as an individual. they will 100% burn that person's social life & career if something bad happens again.

[@Raithization]

Wasn't there a Korean brand that managed to come out with good darker shades within like. A month or so of being called out for a bad shade range?

[@transsnack]

Oh, Tir Tir! They did a great job and they pushed it out fast after getting that critique.

[@SussexSandra]

I think you’re talking about Tir Tir. They expanded their shades from 9 to 30. However, 27 of the shades are suffering undertones for fair, light & medium. They then tacked on 3 shades at the end. Caffe latte shade. A normal coffee with milk shade. And finally an express shade which was a very dark brown with cool undertones. The first 2 shades look to me to be neutral. The positive is, they came up with 3 dark skinned shades. The negative is, they only had 3 dark shades. It would be great if they used those 3 shades as a bench mark and then developed 2 differing undertones of each. Eg. a warm and a cool version of the first shade. That’s what they did with the fair light and medium, where there are at 4 variations for each shade. I wanted to try the Tir Tir cushion foundation. The second brown shade may work, but without a description of the undertone, i’m not risking it.

[@kimberly3706s]

@@SussexSandraAgree. TirTir’s expanded range doesn’t make the line inclusive, imho. Hopefully they have additional shades in development and will become inclusive in the future.

[@Viviolau]

Tirtir. I don’t think I’d find a match for myself but I appreciate the fact that as they try to break into the Western market, they’re expanding to include the various populations of people. The short amount of darker shades to me seems to be a genuine example of trying and “missing the mark” people try to give Youthforia. When your original market has a limited range of tones, I can be more understanding of not getting it right but trying initially. I hope they continue expanding.

[@itzsebi1841]

Let’s not forget that they were on shark tank… they def have the budget and connections to do better and hire more people

[@laurajameson1261]

I watched the Robert Welsh video on this when it had dropped, and immediately thought I can't wait for Jen to speak on this. Watching Robert's video, I had the exact same thoughts as you about this being their strategy. The owner is giving me vibes of a damsel in distress, nothing is working for her :( what a sad, sad brand. Pathetic.

[@mammabear8774]

Jenn. Great info👏🏻👏🏻 don’t forget she also said she was pregnant, so essentially saying I’m doing all the work for my brand AND I’m pregnant so feel even more bad for me

[@apocketfulofprose]

I’m commenting after just watching the part where you talk about child development, and I think you are spot on. This seems to be exactly what is going on.

[@rmmmmt2796]

Just because your a beauty brand(makeup) does not mean that you should make complexion products whether its concealer, foundation, etc. Not all beauty brands have too. Youthfroia could have stuck to cheek products, lip products , maybe eye products. Then still be a brand people have liked and purchased from.

[@roshnipatel2000]

She only tested it on 120 people?? In college, each of my classes were 30 people. So she tested it on 4 classrooms and basically said it would fit everyone??

[@lowle]

CRYING at the job posting im studying business administration (cringe) and if i created youthforia as a fictional brand for an assignment and wrote all of THAT as a job description for a postion, my professors (usually wonderful and very dedicated to giving the best possible constructive criticism) would just throw the paper at my face, fail me and write "lmao girl WHAT" as the only feedback 😂