The TRUTH About Youthforia's Darkest Shade | What's Up in Makeup Special Edition

[@jenluv]

Hi everyone. Thank you for sharing your thoughts on this topic. There are MANY people who aren't watching the video and commenting things like "there are people that dark" and "it's just a mixing foundation". No there aren't and no it's not. Please watch the video. It's very clear that both of these things aren't true. If you don't want to watch my video, go watch makeup artist Robert Welsh's video because he says the exact same thing. Thank you. kzbin.info/www/bejne/h4rQhKKNh9ilZrc Also, yes, some brands purposely make white foundation and black foundation as well as rainbow colors. Examples include Indi Beat's Face Base and Sunset Makeup's Colorful Foundation. NEITHER brand markets these as natural makeup. They are NOT MEANT to match human skin tones. Youthforia's black foundation was clearly meant to match human skin and it does not. That's the difference. Thank you for watching.

[@kiyotan1048]

yeah, and most of the time, the people who said these stuff are not black at all and just colorblind as fuck to not notice that even the blackest person on earth will still have different kinds of undertones. it's obvious that the brand just threw this out to insult those who called them out for their previous "darkest shade", which makes the flak they're getting well-deserved.

[@meghanodonoghue9066]

I would like to caution you that one or more of those brands utilizes manufacturers that take part in 're-education camp' labor in Western China. Those camps are more colloquially known as concentration camps for a minority demographic of primarily Muslim people. It is literal slave labor. If we are going to call out a brand for poor decisions, we should not be encouraging business for brands who are committing far worse atrocities.

[@Bailey_Dreamfoot]

Yeah- honest to god this would not even be a debate if they did this the other way around and made a completely white foundation. They're a makeup brand, small business or not, you should know your foundation needs an undertone.

[@PretentiousNitwit]

Absolutely not. Exactly like other people are saying: there is no one on earth whose skin tone is PURE BLACK just like there is no one on earth whose skin tone is PURE WHITE. And basic colour theory throws out the “mixing colour” argument immediately. I honestly have to think youthforia is rage baiting to stay relevant and viral cause there ain’t no way they went “black people black so they get hex code #00000 🙂”

[@sherimorgan7107]

Yes! The darkest skin tones will still have undertones and that there, that's jet black. That's like putting out a clowns cake white face paint as a natural shade for light skin, it does NOT work and it's not even close to them actually putting in any effort whatsoever. It's just ridiculous and honestly, it's pretty racist if you ask me 💜I haven't watched the video yet but I've seen what this shade looks like and idk if anyone will agree that it's racist, but it is in my book.

[@jodiekelly1355]

ALSO why were they trying to find a model to fit the foundation? When they should have found the darkest skinned models and then formulated a foundation that fit them!

[@FishareFriendsNotFood972]

Because that would have required hiring at least one black person..... 🤦‍♀ The models they 'searched the streets' for I don't think they paid

[@kirstieleigh90]

That's what I was thinking; look into 20ish models of ranging skin tones - like Jen was saying 5 Fair, 5 Medium, 5 Dark, 5 Deep, and tailor your shades to your models. Don't just make things up.

[@DeeLite220]

And those models are easy to find, that’s why I’m not buying any of it. Flummoxed? Look on social media or in any major city in the world. Plus the owner is not an ignorant woman who lives in a bubble. 🤬

[@hotmessmombie83]

Exactly

[@politereminder6284]

And the shade didn't match even those guys, but because they aren't models, we will never hear from them. Its straight up black pigment

[@AgathaMisty]

I’m incredibly pale but I can’t imagine brands putting out a white paint and expecting me to accept this as my foundation colour and to be happy that they ‘made the effort’. Actually heart breaking.

[@bebesimpleson9]

Such a good point! Thank you!

[@vissennav]

Polish pale as paper girl here. I'm living in Medditerean country and is SUPER HARD to find mine shade. I can not imagine how ppl with deep dark complexion feel when they look for their shade. Fenty is super but THIS PRICE... 😢

[@sophiaderrick7550]

Right, like, even albino people who don’t produce melanin STILL couldn’t use a straight up titanium white foundation because they’re still tinted by the fact that blood is running under their skin too

[@beautifulmermaid718]

@@vissennav Estée Lauder double wear or maybe too faced born this way may have a shade for you. If I can think of any more I’ll add later.

[@codirennke1109]

Exactly. I usually cant find a shade light enough for my pasty self, but a pure white wouldnt be correct either. Idk how anyone thought this would be acceptable.

[@FearfullyandWonderfullyMade.]

I’m South Sudanese. 🇸🇸 We have some of the darkest runway models in the world. Our deep skin has undertones. Nobody is jet black. This was an insult.

[@apriljones1013]

Anok Yai is Sudanese right? She is the most beautiful person on Earth in my opinion, and her skin tone could not be prettier.

[@hey34]

Fam, so true. I assumed the best for this company but seeing the facts is just draw dropping. I was hoping they made a complex colour for people with deep rich tones but JET BLACK?¿! The girls were right, I was wrong. The company was DEAD wrong.

[@Raghad-ek3eo]

So true ALL humans have UNDERTONES and just adding black pigment is VERY insulting.

[@chxrryery4188]

I’m south Sudanese too and your 100% right !! Even the darkest of our population have an undertone stereotypically a slight blue one but pinks and yellows occur also!!!

[@caylaclanton6074]

Now see I was thinking Nyakim Gautech!!!

[@xerofelix7090]

"Oh no! We can't find a model for our darkest shade!" ... uh, yeah. That's cause there's nobody with charcoal black skintone. I'm white & dumb as a box of rocks, and even I could've figured that out. 🤦

[@JadaPaige-kf9df]

dumb as a box of rocks is my new favorite thing 💀🤣

[@timeittakestoletgo1687]

lmaoOOOOO at least you’re self aware

[@transsnack]

Right? Like... I'm whiter than most types of bread, and I work nightshift, but even I could tell that this was bs.

[@aesthetix3398]

She’s Asian

[@VeronicaSpark]

Thank you for the giggles! 😂 Although I'm willing to bet you're much smarter than you give yourself credit for.

[@echantllezpae7836]

The fact the only pigment used was JUST black while all the other shades used a combination says everythinggggg

[@aavi.]

right?? like so what is the legitimacy of their other shades as well? If they were any qualified mixology lab they would've known to add in at least a few undertones to make it SEEM legit to people. Since they did not even know that, how did they even know how to make the other shades? It honestly seems very shady

[@larsswig912]

@@aavi. haha. "shady" indeed

[@Desaundrea]

True I believe it was intended to say “ Here’s the only shade we WANT to give you, now eff off!”

[@nobodygoodh]

@@aavi.pun intended or..

[@alicebrown635]

@echantllezpae7836 yeah like, as an artist to even make BROWN you need to add yellow red and blue, it dosent mater how dark you make it you NEED at least a hint of those primary colors to make actual skin tones.

[@EVEspinosa79]

As an Economist I will say this: you model after reality, you don't expect reality to fit into your model.

[@blablah6931]

@@Itsstuff7328 I think they’re not as “niche” as you think they are, like in number people who are plus size or who are people of colour make up a massive proportion of the population in most countries now, so why do you think that they shouldn’t be catered for? Like I get what you’re saying, but I think the point is that not producing these things is actually weirdly restrictive compared to what the actual market wants and what the population is, and the assumption that people of colour or plus size people are a niche is actually a perception created by how brands used to treat these people - it isn’t really about numbers, which niche would imply, it was just because these peoples features weren’t trendy that brands didn’t cater to them. Surely, creating a brand that only caters to light skinned people or skinny people would be much more niche in terms of numbers, really?

[@blablah6931]

@@Itsstuff7328just some stats to back this up: “NHANES 2016 statistics showed that about 39.6% of American adults were obese. Men had an age-adjusted rate of 37.9% and Women had an age-adjusted rate of 41.1%.”. I also found that the 2020 US census found that only 61% of the population identified as white, meaning the remaining 39% were either black, Latino, Native American, Asian or mixed race. So yeah, that’s why, it’s not a small set of the population. Obviously it differs in different countries though, which impacts I guess why many East Asian brands like this one seem to get into controversies about inclusivity in the west, but it is tricky to figure out if it’s just because there are less plus size people or people of colour in East Asian countries, or if it’s also influenced by eg racism or fatphobia , which are kind of rampant in many East Asian societies compared to western standards sadly. I think what makes it tricky is in most cases it’s likely a combination of both.

[@zoidfinch]

​@@Itsstuff7328 I invite you to listen again to the interview with Audra Reins that is in this video to understand what a majority of people in this "niche" market are actually asking for and what they are actually upset about. Also, for some perspective - there are 333 million people in the US. Even just 1% of that market equates to over 3 million people (and I promise there are more Black folks in the US than redheads). These supposedly "very small percentages" are actually millions of people. Most retailers and manufacturers can afford to and would actually make money off of making and selling products for those folks.

[@alb91878]

They're not asking all companies to cater to everybody. They're saying that they can understand that you can't make a shade for every single person but if you're going to come out with 20 shades do five shades for each skin tone. Not 15 shades for white people three shades of brown people and two shades for super dark people. Make it fair.​@@Itsstuff7328

[@misjuiceefroot]

@@Itsstuff7328 You lost me with “niche.” I don’t think you truly thought the implications of that comment through. Brown skinned people are not “niche.” Your comment is so out of touch with reality.

[@Serithe]

I don't understand how, even as a non-Black person, you don't realize that nobody's skin color is #000000 black.

[@randomlyswatching9481]

Are you a dev😂 hexa huh

[@randomlyswatching9481]

Reminds me of css😂

[@Serithe]

@@randomlyswatching9481 I've played around in CSS a little. 😅

[@rosam674]

In the same way, nobody's skin color is #FFFFFF white.

[@salamander6014]

omfg yeah

[@jessicatredway3760]

And people who are saying that you know Gloria is just not the darkest person in this product will work for some people have clearly never watched her content. When she finds a product that is legitimately darker than her, she is overjoyed. She raves about the shade range and goes a shade or two up to try and find a better match. Because she knows that there are people darker than her as well, she's not stupid.

[@jessicatredway3760]

@@ShaSha-zq3my It feels like they're trying to accuse her of colorism. Like, "You aren't the darkest person on the planet you must think darker people don't exist or deserve representation." Which yep, is also gaslight-y

[@jenniferlynn3537]

I think the criticism that Gloria is universally displeased with deep foundations to be unfair: she IS quite complimentary of some of the dark skin foundation colors. And yet I also believe that Gloria’s expectations of makeup brands to be somewhat unreasonable. Her position seems to be that any makeup brand with a foundation line should be offering a complete range of shades AND cool/neutral/warm undertones - which is unrealistic if not impossible. I think it’s simply non-feasible as a business model. What’s wrong with a makeup brand catering exclusively to a certain demographic? Why does everything have to be about inclusivity all the time? Where will this insistence upon inclusion end? Will every fashion designer be compelled to produce apparel for every body size and shape? Must every restaurant provide offerings from around the world or be accused of excluding certain nationalities and their preferences? I’m quite fair - and have been purchasing foundation for over 40 years. And it’s been my experience that certain brands simply don’t mesh with my physiology: They’re too warm, too yellow, too dark, or don’t gel with my skin type. And never once in all these years have I thought that a makeup brand “owed it to me” to formulate something to my particular specifications. Rather, I felt it was MY responsibility to hunt down whatever brand best suited me - and purchase that product. Now, I think it’s everyone’s prerogative to advocate for a brand to create something suitable for him or her. Go get ‘em - I wish you well. But brands shouldn’t be cancelled because they decide to “stick to what they know and are good at.” Fenty Beauty makes some spectacular products that just aren’t flattering on me - and that’s fine. I purchased the lovely Diamond highlighting compact they offer and meandered off to peruse other brands’ products. What it boils down to for companies is what will provide the best return on their research/development /production/marketing dollar investment. The demographics of the U.S. are shifting, and brands that fail to follow the trend will be left out in the cold. It’s their choice.🤷🏻‍♀️

[@12363haha]

@@jenniferlynn3537we get it Black people shouldn’t ask to be included our bad thanks for this grand idea ❤😂

[@atashka5966]

Agreed! She isnt just trying to find HER specific shade in these brands. She is looking for brands that are not just inclusive for her tone but also people darker than her, so she can share with those people as well

[@jenniferlynn3537]

⁠@@12363haha You know perfectly well I said exactly the opposite - literally, “I think it’s everyone’s prerogative to advocate for a brand to create something suitable for him or her. Go get ‘em - I wish you well. But brands shouldn’t be cancelled because they decide to “stick to what they know and are good at.” My opinion coincides with that of Audra at 47:21 - who pointed out that Physicians Formula has steadfastly refused to create a wider shade range, “and that’s fine” according to her at 49:30 . Physician’s Formula is a small brand - I think I’ve only purchased one product from that brand in my entire life - and my hunch is that given their market share, they just don’t have the budget to invest in developing a wider range of foundations because if it fails miserably, their bottom line and reputation would be negatively impacted. That’s what I was alluding to: there are small, niche brands which cater exclusively to certain markets. They shouldn’t feel pressured to provide a wide spectrum of shades that a L’Oréal/Lancome, Estée Lauder or a MAC is capable of (and arguably is far more ethically obligated to, given their annual revenues). The emails I receive from Ulta often contain banners mentioning that X, Y, or Z brand is Black Women-Owned. Such brands often don’t offer a wide range of products since they cater to the needs of darker skinned women. As is their absolute right - especially given how under-represented deeper hues are in so many product lines. I’d be beyond ridiculous petitioning them to invest in me as a consumer. This is what I was driving at. And it doesn’t just go for people of deeper shades, but people with different undertones to what a certain brand offers. Charlotte Tilbury’s line is way too warm for me - as is Dermablend and Shiseido last I checked. I’m not kidding myself that my lifelong struggle with foundation is anything remotely close to what my darker friends have experienced. I just believe a modest makeup company catering to a specific group - wherever on the spectrum they may fall - should be allowed to do their thing. Youthforia’s CEO appears to be of Asian or Pacific Island descent - maybe she was hoping to target that demographic or possibly a mixed-race audience with mid-range shades or whatever. If their deepest shade was nowhere near Gloria’s skin tone, did they really deserve to be slammed for that? Obviously after Youthforia’s ignorant and dismissive launch of the new deepest foundation in their collection, they absolutely deserve everyone’s disdain. It’s abundantly clear Youthforia’s didn’t test their foundation on a single person - which is inexcusable. But setting that debacle aside, I’d like to see people be more strategic in how they approach the cosmetic industry’s representation of them.

[@kallixtii]

The fact that she tried to flex that her darkest shade was darker than Fenty's! Oooooof.

[@batmanrobin2011]

That was a HUGE OOOF! You could see how rich and dark and beautiful that Fenty’s darkest shade was and it actually has UNDERTONES! I wish people understood how importing undertones are

[@ShannoWhamo]

That was something that stood out to me and I think that's what lead them down the path of "well we're going to make the deepest shade ever!" without thinking about why Fenty and other inclusive ranges didn't do it themselves. Obviously, because those brands were not trying to "win" an argument in the sloppiest, most insulting way possible.

[@miglek9613]

also, hasn't Nars already made a shade that's darker than Fenty's but isn't black paint in one of their stick foundations?

[@claudeyaz]

You really can't blame people the entire way that some people are talking about these topics and pushing for diversity sounds racist as f***.. The racism of low expectations is disgusting

[@manuela1044]

Especially knowning Fenty is black owned, big big mega oof.

[@wishuback_]

as an art major; we don't use black for anything PERIOD! because essentially nothing in nature is pitch black, everything has an undertone; a cool undertone, a warm undertone, usually we mix whats called an 'optic black', which is a mixture between brown and blue. besides, all people have a mixture of yellow, blue and red, it's literally the way we are taught to paint people, no matter the undertone or the shade. the fact that this brand decided that pitch black, a color that NOTHING organic and natural has, was an acceptable (and even something worthy of praise?) is absolutely astonishing!

[@cr0wdedteeth]

this! this entire situation and fiona's responses kind of highlights how the beauty industry thinks of black consumers. they think of them as hypotheticals, fantasy, or concepts. Not real people with real skin tones just the everyone else. If youthforia truly cared about having inclusive shades perhaps they should have consulted with color experts, BLACK beauty creators, maybe even have golloria been the model they made their newest shade after. Literally anything but this

[@lulukazhila6309]

Good point. You would think that if they're playing around with color they would understand the basics of color theory. They didn't care to be competent clearly. All the more insulting.

[@zoekatsirma4435]

This is finally a useful comment because I was wondering A) if this is just meant to be added to another color to make it darker and since I have pale skin B) if an actually white shade would be a good thing to add to makeup in the winter to help it match my skin tone better. Does the same apply for white?

[@wishuback_]

@@zoekatsirma4435 it wouldnt be helpful to add black to something to darken it, generally speaking! its better to add a complementary color or something :/ or mixing a purple or a dark red in, depending on the undertone i guess, but in the case of white, i think it depends but it should work as long as it doesnt take out all the undertones of the base itself, in which case you would have to manually add red and yellow!! but i think it could be helpful in your case:)

[@zoekatsirma4435]

@@wishuback_ Thank you for answering! Time to experiment I guess!

[@celesteharvey978]

Nobody is jet black. The darkest black person has undertones.

[@miglek9613]

nature barely has jet black in general, that's why art students are discouraged from using black paints for painting anything in general, even objects

[@cassmacdonald-perfectlyimp2486]

Yeah. This wasn’t just tone impaired, it was, IMO, a nasty thing to do.

[@capybaracake]

Even artists very use true black in their work. Everything has undertones. Shameful for them to pretend they were doing something innovative or kind in creating a one tone foundation.

[@Thamazgha-tamurth-enegh]

Right? A black person is a shade/hue of brown and there are many varities of brown from very light to very deep and beyond. Plus people come in human undertones. No body is either straight up red, orange, purple or pink etc. The same way that I have an olive undertone, I'm not straight up green like shrek😂

[@nyxtheking1781]

Literally. As an artist, one of the first things you learn about mixing skintones, ANY skintone, is to not use pure black paint/pigment. I don’t get how anyone making makeup products don’t know that

[@GracieLions]

Why can't brands just go with simple maths? Say you have 30 shades: first 10 are light, next 10 are mid tone, final 10 are dark. It's not rocket science. It's that simple.

[@lisahiselius6539]

truly!!

[@casuallyceltic]

And if they wanted to get super fancy, they could take every single shade and add different undertones.

[@iidaaarnio2720]

Yess!! I'm not as frustrated as people with darker skin but the lack of olive toned darker beige-ish foundations is ridiculous. The shades usually stop before my shade and then continue from a lot darker ones OR are all neutrals/yellows :---) Doesn't work if your undertone is olive.

[@satiricgames2129]

​@@iidaaarnio2720 this

[@rosered5485]

​@@GracieLions You'd think that would be a good idea, right? It doesn't have to be perfect from launch, but at least that would show effort, lol! I kinda have the same problem but in reverse. My skin tone is so light that I've only found one shade that works for me and half the time the stores don't even have it in stock. Even most ivory shades are too dark for me. Even though I joke that I'm Casper the ghost, undertones are super important for skin tones.

[@katwalker07]

For me, it's the audacity. "Oh, you want darker shades? How about this one. It's pure black. Is that dark enough? Or are y'all gonna keep whining about the shade range?" The pure audacity of it! Pure bs. Either have an inclusive shade range, or just tell people the truth: you just don't want certain people wearing your stuff.

[@hopstepjumpsplat]

Releasing a shade that has not been compared to a single person irl during formulation whilst claiming to be plucky underdog start up in need of some grace for the size of their range is ✨a choice✨ for sure.

[@catherineduncan6611]

That’s how it feels to me, too

[@comfortme]

even the darkest skin has the ever slightest tinge of brown. you are right this is straight up bitchin racist. they did a half ass job cause they’re petty

[@ellewang8767]

Yep, that's exactly what they did.

[@meghanodonoghue9066]

I don't think it is about not wanting people to wear their products, not defending this particular brand but in general, but cost and manufacturing. I am a very fair neutral. I have found maybe three foundations that work ... short of... I don't think all the brands are being vindictive but actually creating the product. Black woman spend more on makeup than any other skin tone demographic.....it only makes sense in a business to cater to them.

[@shebelievedshecould8858]

To me, it’s passive aggressive. “Oh, you wanted dark?” “Well, here is black”. It’s a slap and it’s offensive.

[@gowon_supremacy]

this!!!! they literally launched this to say stop bothering us

[@wigglemelon8807]

Extremely passive aggressive and a micro-agression at best. Like it literally feels like they threw blackface at us.

[@niki1990]

i'm going to hell for laughing 😂

[@spacemountainvanity]

and then to film herself looking for someone to model that shade a few days before launch?? the brand made it very clear that this was at best an afterthought and at worst malicious

[@luyandamthembu5678]

Exactly

[@Claire_by_the_Seashore]

Fiona, babe. Please. Don’t waste my time. “We would never alter the shades you see online?” Honey. We saw it. Don’t.

[@bellrose2659]

Litterally!!!! You could have just said “we realize the color online doesn’t match the color in real life, we will be working on quality control” like bro we all see it you can’t lie

[@toqa6735]

I thought u were quoting Shreek😂

[@summermarie5626]

She tried to play in our faces like we blind

[@Claire_by_the_Seashore]

@@summermarie5626 💯

[@haroldmanicotti3815]

Right! The color isn't even just darker in the online picture. Its darker on the actual packaging compared to whats in the bottle. Its clearly misleading. Liza Minelli Lies up in here with that "We would never alter the shades".

[@LapostropheAura]

My theory is that they made a jet black foundation in order to swatch it next to other brands' deepest foundations just so that they could say, "Look at us!! Look at how much more inclusive we are than everybody else!!"

[@fairychangeling8337]

Im a albino and could never wear pure white foundation. So the fact this brand just threw out a black paint for people is ridiculous. That a brand that deals with colours doesnt understand this should, in my opinion, be closed down. Unforgivable, buy from a different brand as this brand doesnt deserve anyones money.

[@zoekatsirma4435]

I have always wondered, as an albino, are you able to find a shade that matches your skin tone?

[@fairychangeling8337]

@@zoekatsirma4435 nope I have to mix my own.

[@HeyLetsDoAThing]

As a very pale person, I do often use clown white as my highlight shade, but doing it as a foundation is CRAZY because the foundation is meant to be between your highlight shade and contour shade. If your foundation is pure white or pure black, there’s no way to highlight the white or contour the black.

[@liv97497]

Exactly - no matter how light or how dark, we all have blood running in our veins.

[@skrittle555]

@@zoekatsirma4435 Not OP but I honestly stopped wearing makeup years ago because I looked like Trump in every foundation and I had had enough of giving my money to people who clearly didn't want it. It might be better now but eh, too little too late.

[@uribove]

"we didn't find a model for our jetblack, blackest black 2.0 not to sell to Anish Kapur" shade

[@Greeeenmoss]

😂😭 loll not anish kapur

[@randomlyswatching9481]

Eh maybe he could use that in Some show 😂...who knows

[@PondOfGlue]

LMAOOOOO

[@CloudslnMyCoffee]

Stuart Semple is amazing :)

[@RachelSings21]

@@CloudslnMyCoffee my vague claim to fame is that I went to secondary school with him. Was I friends with him? Nope, but he was in my year so I’m claiming it 😂 love what he’s done, it’s so petty and funny and fabulous!

[@eldupont3095]

the original "darkest shade" - the one that was like 7+ shades lighter than Gloria's natural color - my first thought was "oh they sent her the wrong product. somehow the bottle got filled with the wrong shade" - i even expected it to come up in the apology. but no! i guess it really was just really dishonest marketing

[@LunarCatKan]

Same! I was like “uhh did she not think it might’ve been the wrong product by accident?” But then nahh the first apology proved that thought train wrong

[@LotsofLisa]

Yeah, I thought it was the wrong product in the box. Because there’s no way anyone looked at that bottle and that packaging and said, “yes, this is great and I am not a moron.”

[@GenderedMess]

I legit thought the same thing, when I saw the colour swatch on the box compared to the actual foundation.. genuinely thought they accidentally packaged the wrong one in said box. Was proven extremely wrong with the horrendous 'apology' and the owners actions in general.

[@lema9509]

everything else aside, "my younger self six months ago" is such a hilarious phrase

[@alexia3552]

It’s really giving “That was a totally different person! I don’t know who that was! I’ve grown and changed since then!”

[@SmellMyKnee15]

Right. My eyebrows went up at that. I’m so glad I’m not the only one that caught that

[@kairos-049]

Releasing a dark grey/black foundation feels genuinely vindictive. Like, I do not think you can explain that away as a sloppy mistake, what lab just happens to make a dark grey shade.

[@cyntheknitter9927]

Yes it does. If you cannot see undertone in the darker skin tones, then you have no business creating complexion products for any skin tone

[@SnoodleDoot]

Exactly! I saw someone comment on another video about this that it seems like the brand just said "You want a darker shade? Fine, here." It's awful, tactless, tasteless, and just plan wrong. All skin has its variations and undertones. This "shade" they put out is just insulting.

[@riaglitta]

It was literally one color, a black oxide. Every other foundation is like, 3-4 colors mixed. They threw black in a bottle and called it good. I don't seem them putting clown white in a bottle for the pale girls. It's so sad.

[@khills]

⁠@@riaglitta YouthForia doesn’t. Haus Labs did, tho.

[@2nicnag2]

It shouldn’t even be called a ‘shade.’

[@ElioAurum]

with 12-15 shades, you can TOTALLY have an even distribution of tones. i'm so proud that we're holding these brands accountable

[@ishathakor]

yeah if anything it's a better idea to have fewer intermediate shades and cover more of the shade range of people's actual skin tones instead. you can mix light and dark foundations to get a proper shade match but if it's just too light there's literally nothing you can do and the product becomes completely unusable

[@chappellroanmemes]

@@ishathakor i mean half the world is in the middle they shouldn’t have to pay more for two products

[@CatU-U]

@@chappellroanmemes I mean, since you’re mixing the two it will last about twice as long.

[@yoshita4140]

@@chappellroanmemes you're not paying more. you're paying for 2 foundations...

[@TheLily97232]

Yeah.... 10 are shades of white/fair and 5 yellowish dark broN

[@syd658]

Another thing I’ve seen was people saying it was a mixing shade. A creator mixed 600 with other shades and it was gray/ashy.

[@maryeckel9682]

Yeah, that's a no.

[@469ka37]

Honestly, advertising it as a mix in still would have been better. There's a difference between a bad product vs straight antagonism.

[@emmacarroll3665]

@@469ka37yeah like if out the gate she advertised it as a mix in to deepen shades it would have gone over much differently. Ashy when mixed is a bad mix in, this is what you said straight antagonism.

[@politereminder6284]

Black makes the worst mix color. You just end up with grey and dull. Even fine art painters hate it.

[@syd658]

@@politereminder6284 Yeah he was debunking it's a mixing shade claim. wish I could remember his account name

[@amiraking6688]

It breaks my heart when Galloria lights up like she won the lottery just because a beauty brand have bothered to do the BARE MINIMUM and match her tone.

[@ambersmith2612]

“ we’re just a tiny brand” a LOT of indie brands cater to us… you’ve said who you are and it’s anti black

[@EllyFLuft]

Also, they are not a tiny brand. They are sold in Ulta.

[@Tianna-tk5px]

Don’t buy from them

[@flora9866]

Small brands aren’t sold at JCpennys 💀💀💀

[@Sing_A_Rebel_Song]

I gotta know what they think a “tiny brand” is cause last time I checked small businesses don’t get sold at Ulta

[@swatkabombonica4103]

A lot of them can't even get white shades right. All are expected to buy multiple and mix. Like most of us are doing all ready

[@AmeerahMuhammad]

What truly astonishes me- but shouldn’t at this point- are the people who were defending this and arguing with Black people on IG about it. Black people are not BLACK. They are shades of brown. And the idea that what is essentially just black pigment would be marketed as a foundation tone is truly disgusting. Youthforia proved they didn’t care about Black people and they doubled down on it with this release. This was a giant middle finger to Black makeup users.

[@cassmacdonald-perfectlyimp2486]

Hard agree. My youngest sister is black (we share a Dad) and it enrages me how skincare and makeup really don’t cater for her in a meaningful way. She has to be super careful of skincare as it often bleaches the skin! How is that Ok in any way? And of course, she struggles to get a shade match that a) matches and b) does what she needs it to do in terms of skin concern, largely because of a lot of some of the damage done by skin care. Oh and her Mom (who’s Ugandan) has a weird thing about skin tone in her and BLEACHED HER KID’S SKIN as a kid.

[@tunamayhoe]

I've seen people saying "I've seen people in that shade", like what??? It really shows a lot of people don't care about black people being treated as non-humans.

[@kuroitsukim834]

@@MomeGnome White people also have undertones, no one is straight up paper white, man. It's disrespectful to release a black pigment with no undertones as a shut up shade. And it IS hard to find super light shades too!! These are concepts that can coexist, personally I don't wear foundation, but it's sad to see brands that aren't inclusive of the darkest and the lightest shades in 2024

[@ElleBlaq]

@@kuroitsukim834that part! Some people don’t want to get it regardless, but you explained it perfectly

[@justinejustice_league1857]

Exactly, black people aren't black. However, this affects anyone with deep skin. It's not a race issue. I'm Tan 76 in KVD and I've seen Indian people with deeper skin than me. It's a universal hate and dismissal of anyone who has deep skin. It's just that more black people are speaking the loudest when this happens.

[@rejeaniat8189]

It breaks my heart to know that she was walking around that mall looking for “the blackest person”.💔

[@jenluv]

I hadn't put that thought into my mind yet, but you are absolutely right... I wish you could see the "nausea face" I have right now. You are absolutely right.

[@v25467]

It's wild to me that she posted that video in the first place. Idk how it was supposed to be a good look to have customers know that behind the scenes the CEO is running around like a chicken with her head cut off days before the product launch trying to get model work done that should have been completed MONTHS ago. Like somehow that's supposed to be good social media pr work...? Mind boggling, every single bit of it

[@nraflower]

jeez that’s such a good point… 🤢

[@denkinoms]

​@@v25467 like how lazy, tone deaf and unprofessional can you get? She's basically admitting she did not base her shade on a real person. Does she not test her shades on real people?!

[@JustAGuy632]

That was exactly my thought when I heard that. I think that kind of “shopping” for diversity really shows that she doesn’t actually care about inclusivity, but just about being right. It’s also what convinces me that shade 600 was malicious; as much as I want to see the best in people, it really seems like she mass produced a shade that obviously wouldn’t work on anybody to prove a point and then had an “oh crap” moment when she realized she needed a model that could actually wear the shade for advertising.

[@tiatia8236]

"my younger self six months ago" is unintentionally, high key hilarious

[@Abjanila]

@tiatia8236 I'm gonna use this as an excuse whenever I need to apologise to my wife. "I messed up. It was my younger self, 10 minutes ago that didn't do the dishes." Hopefully it'll work and she won't get mad 🤣

[@tiatia8236]

@Abjanila good luck to her 😂

[@AutumnSwatches]

Some people are so racist that they take any criticism a Black person makes as an attack and think we just need to be grateful for whatever scraps we get. It annoys them if we have self respect and speak up for ourselves.

[@suavesweett]

Wow you said it perfectly. That’s what I was seeing on IG stating that “Why did she intentionally pick the darkest color?” Pointing how it obviously isn’t for her and for people of that color…No one is just jet black even if it’s supposed to be a neutral. It should never be close to actual black face paint and only have black pigment. But no one wanted to hear that and basically said be grateful.

[@madlie2452]

I don’t know why they get mad when people make those valid criticisms either. Most people on the planet earth are medium to dark skinned. Catering to an American audience that is increasingly getting less white shouldn’t be an issue.

[@Ay-B]

It's giving . . . narcissism. They love to gaslight and tell us they "didn't mean it!" They absolutely mean to do that foolishness.

[@Ajae78]

Yup. And they’re almost always the same people who say, “Racism doesn’t exist anymore!”

[@justbecause9049]

I agree. This was an intentional act. How can she not know that she put out a jet black foundation? She knew.

[@Angee2009]

Youthforia wasn't being insensitive, they were committing fraud. To intentionally deceive the buyer into thinking what they are purchasing is one shade, and it ends up being a shade not even close, that is fraud.

[@RayRayDoesStuff]

I'm pretty appalled that on the website the initial darkest shade showed a really dark model but the darkest shade was soooo light. Insane.

[@laechelle]

exactly this, and neither apology addressed the deception, which to me, was the bigger issue

[@cassmacdonald-perfectlyimp2486]

THIS

[@katiearcher4475]

This! They used a dark skinned model and claimed it was a foundation that would match their skin. The foundation they actually made, my daughter is irish Filipino, would match my daughter during her summer tan.

[@maggiee639]

If I received that foundation in that box my dumba** would assume they messed up and put the wrong foundation in the box. This is insane.

[@AKbaby89]

The fact that it truly is minstrel show black, just gives me the worst vibes. It makes me so uncomfortable.

[@manic_girl]

I thought the same thing. Like it’s just blackface paint. If they did it on purpose, it’s offensive. If they did it out of ignorance, it’s still super offensive. If you can’t find a model to fit the darkest foundation shade that’s a pretty clear sign there’s a problem.

[@emsa5034]

@@manic_girlwait, look up “darkest skin color in the world” there are people in Senegal and Sudan and Papua New Guinea, they are literally black, they DO exist so y’all are really just insulting their skin color ??? She probably sent it to her to show her she extended the shade range as much as humanly possible

[@cassmacdonald-perfectlyimp2486]

Same. It’s really giving off whiffs of racism and that’s not a good move

[@bridget7539]

I'd say it was a micro aggression but the fact that they made it like that and sent it to her specifically, that term doesn't feel strong enough. And it's hard to believe it was done out of ignorance.

[@maggiee639]

This genuinely made me sick. How dare Fiona okay this??

[@shiwashere]

As someone incredibly pale I feel so much for the girls that can't get good deep and dark shades of makeup. Took years to find products that matched my skin and it was such an exciting and happy moment for me and to know that others can't have that same moment makes me so sad

[@May-ob8oq]

Same i got to a point i Do it myself because the ones i found are to expensive

[@denkinoms]

How cringe is it to walk around the mall looking for black people to lazily use a booth to take pictures instead of taking your time testing your product on real people 😳

[@propogandalf]

LAZY. And clearly an afterthought. No other shade was constructed without care and testing on real people.

[@JessicaCEP]

In Dubai! Where money comes from!

[@whodoesntluvpapas]

That's one of the most insulting and infuriating things about this video, honestly.

[@am_Nein]

Embarassing!

[@TheGrandy123]

what I dont understand is why she went to dubai? why not africa?

[@taraocomics2245]

It's very telling that she waited until the last minute to get a model when she should've found the model first and made a shade FOR THEM. From the get go she was treating them as an afterthought, absolutely dehumanising.

[@Neco2684]

Oh totally dehumanizing! Do dark skin people even have complexity of skin undertones?? Obviously not, only humans have that.

[@rainyrealestateASMR]

It blows my mind that she advertised that fact by making it into a whole story. How did think that would come across other than '1: We didn't bother modeling our foundation colour on real skintones and 2: We didn't bother trying to find black models until a few days before the launch."

[@taraocomics2245]

@@Neco2684 It's so infuriating, I wouldn't use their products even if they were free, honestly hope they never recover from this.

[@taraocomics2245]

@@rainyrealestateASMR Righhhhht? I'd be so embarrassed like did they really think that made them look good?? "We couldn't find anyone who matched this foundation" maybe that should've been your first clue that maybe you fcked up??? Such a disaster, being that loud and that wrong??? May they never recover, karma needs to hurry up.

[@maggiee639]

She says she did casting in nyc, LA and Miami and couldn’t find someone?! That’s a bunch of bull. I’ve been a makeup artist in nyc for the last 10 years and I have friends who could model for the darkest shades, let alone have done makeup for darker complected people. It’s not hard. Neutral dark base, add either red, yellow, or blue to adjust the undertone. So long as your lighting is good it’s easy.

[@cyntheknitter9927]

I think Robert Welsh is correct. People do not see undertones. I mean can't they see that even the darkest skin has an undertone? WTF

[@maryeckel9682]

I read there's a legit green undertone in some dark complexions.

[@Lenka18s]

Lisa Eldrige's foundation in 2,5 is a bit dark for me BUT she nailed the undertone, and despite it being wee bit darker it is the best foundation match I have ever had. I have a few foundations that have the required depth (well paleness in my case) but due the the undertone not being correct they do look either too pale or too dark/orange. So yep - unterdone matters no matter whether one is pale as a sheet of paper or has the richest of deep tones.

[@AudraReinsOfficial]

​@maryeckel9682 yes, this is true. It's why some neutral shades end up turning me grey 😂

[@cailinanne]

@@maryeckel9682I’m light af and my skin is SO GREEN 😂 I follow specific green girlies who do reviews of foundation just for us because we don’t have a lot of options either! (Fenty has always had our 6)

[@gretchenisasquirrel]

Part of it has to do with fluorescent lighting in stores. They prevent ppl from seeing the colors and undertones correctly. A customer, shouldn't have to scurry outside to have the daylight shine the truth on them and the combinations of skin and new creations of hue and tint. Regardless of the gaps and need for bridges, the stores need to set up suceess for customers.

[@WafaDailyVlogs]

i hope the owner of youthforia watches this video. you summed this up PERFECTLY and she needs to sit down, lower her ego and LEARN.

[@propogandalf]

I haven't finished the video yet but I'm starting to theorize the owner did this on purpose for press. Get the company name out there, then correct the mistake to show how inclusive you are and willing to learn and grow.

[@rainbowdino9310]

@@propogandalf if she did it feels incredibly racist. Like "oh it's too light for you? Well you're black so you only get black" And the people trying to excuse this foundation by looking for people who LOOK jet black ignore how skin works to support that narrative that we should take what we were given as a win and not an insult.

[@Feynix4]

Golloria was on point when she said it was minstrel show black. Absolutely disgusting.

[@Lyzi.B]

Growing up we had a family from Uganda move in down the street. I became quick friends with both girls as they were my age. Those girls did tons of plays, theatre, choir, etc. They lived for it! She would take BLACK face paint and mix a small bit in her palm with the darkest foundation she could find. Sometimes adding a tiny bit of brown and other colors too. She did it surgically, and perfectly every time. Dot, dot, mix, mix... That was the only way to get a close enough match to her extremely unique shade! Those gorgeous girls had the most beautiful, most complex, richest, and memorizing skin! Deeply pigmented and blemish free! I've only seen a few people throughout my life that had such a deep, richly melanated skin color like those girls did. 20 yrs ago it was shocking to me that they didn't have accurate or even reasonable choices for foundation. What's crazier is the fact we're still making our richly melanated brothers and sisters do this ridiculousness just to get a correct color match. The straight black bottle of iron oxide pigments had my jaw on the floor, honey!! I couldn't figure out where they got all that audacity and stupidity to think nobody would actually notice? Not expecting anyone to buy or try it? I'm so lost and confused. How do you get called out for lacking foundation options and decide to double down and offer them black face paint?!!! Whoa y'all!! That's so blatantly disrespectful, I can't, I really can't. I don't even have the words!! That bottle says so much without saying anything at all..

[@Somaniaezekiel]

Is just sad

[@MaryKurosawa]

I think the craziest part is just expecting THAT to fit someone? did they do it out of stupidity or out of rage like they want dark give them black.. cuz thats just rude

[@IamaDanish]

@@Somaniaezekiel No. It's infuriating.

[@theflyingspaget]

They could have made a mix your own foundation kit if they really didn't want to bother. Hell if you got this without knowing how terrible it looks, I think that's the only way to use it. But no they just pretended that should be the foundation. What monsters.

[@Ebonygazelle]

She knew exactly what she was doing. Stop gaslighting us. We will support brands that care about us.

[@Browndrea]

Fiona’s facial expressions during the apology videos just felt insincere and the product now just proves it.

[@politereminder6284]

Smirking all the way😏👀

[@raiiyna1620]

was about to say the same

[@bellaway]

The smiling 🙄

[@Wes-Tyler]

I got the same impression. The weaponized incompetence reminds me of my narcissist ex

[@arisboba]

The goofy ass smile. Idk why people think making shitty products is going to make their company have longevity. It's never worked for ANYONE.

[@nonoo2157]

Golloria seems like such a lovely creator! I don't understand why some people are saying she's overreacting. As someone really pale, if someone gave me the colour of paper (and not because I'm goth) I would be extremely upset. Golloria is completely in the right.

[@nonoo2157]

@@ShaSha-zq3my Yes! Agreeing HEAVY on the empathy part!

[@Spoiledandsalty]

Total girl crush, beautiful and informative

[@gaileenkern3240]

"We would never alter the tones." My ass. It's obvious that the model wasn't using their darkest shade.

[@katiearcher4475]

The model they used was black. The foundation Gloria first got was for tan skin. Like it wasnt even editing the tone. It was straight up lying on the shade

[@cynthiafisher3392]

I believe that the Brand Owner has genuinely shown that she does not care about anyone over a medium shade. She put zero thought into that last shade and knew it and launched anyway.

[@63rambler66]

Half of the shades are medium deep to deep on Ulta, the last 20% looking very deep. Ulta usually has trouble selling all of their deepest inventory without eventually marking it down.

[@elodieelvira7913]

@@63rambler66when it’s grbage, sure. But I’m pretty sure Fenty is selling just fine

[@user-ayiy824jbd]

@@63rambler66that doesn’t mean they should stop selling them. the key word in “racial minority” is “minority”. of course there are more people with whiter shades. but they’re human nonetheless (obviously) and should be able to wear makeup. obviously.

[@annamendoza3479]

As a Southeast Asian, this issue is making me think that the issue stems from the generally negative perception towards people of African descent in many Asian countries.

[@gisellespringer]

Honestly whyyyyyyyyy?????? Every colonizing nation has gone into Africa and taken all of its riches and profited. Without Africa half of these countries would be destitute. Yet African descendants and Africans on a whole get a bad rep. We've made many inventions in the progression of humanity yet we get a bad rep. We have some of the most stunning human beings with the richest skin tone yet we get a bad rep. We have the greatest amount of environmental diversity on one continent yet we get a bad rep. I just don't understand how being precieved as anything other than majestic and beautiful. -signed a melinated queen 👸🏾❤

[@Hey_there_its_hanna]

I can see that. Though this brand owner is not just marketing to East Asia where the skin is predominantly paler. If this were a KBeauty brand that was getting imported by resellers it might be different - that brand isn't intentionally selling outside of their country. If you're going to launch a brand in a country with very diverse skintones then you should be marketing to your audience. All skin is beautiful.

[@WookieWoman]

They need someone with a deeper complexion on their team when it comes to developing shades.

[@MrsBees]

Nope. It's because 95+% of the population fall into the fair to medium range. It's about economics and being able to sell to the biggest audience.

[@al-ky5un]

@@MrsBees no way you’ve just said white people are 95% of the population 😭😭.

[@kf9781]

You made such a good point about Fenty Beauty/Youthforia. What Fenty beauty did was revolutionary especially considering that it was their first launch. Brands immediately started extending their shade ranges (excluding brands like Nars because they have my favorite foundation Namibia which I prefer over Fenty) a few months after. Example; Kylie cosmetics! They are trying to top what Fenty did. I still feel like brands are doing this today. Not even because it’s Rihanna but simply because they want the flowers and the same praise Fenty got.

[@MaskedReviews]

Yes! Inclusivity is great, but not as a PR move and not if you don't know what you're doing.

[@lilpetz500]

This right here. Fenty is the product of high acclaim because on first try, they singehandedly tore open the arbitrarily locked doors of shade ranges for people with darker skin, and undertone range. After Fenty happened, most big brands were suddenly able to actually attempt darker tones, suddenly multiple others who've been around for decades were able to expand to have wide ranges. Meanwhile, Youthforia took away the lesson of "it sells to be able to claim a dark range!" rather than the actual learning moment of "people want to be able to use foundation, and have only the options of like 3 brands that can work, and whatever they come out with"

[@DystopianOverture]

Fenty told the world 'hey you can be inclusive of shade and undertone you are all lazy'.

[@nikolasincorporated]

Okay but her bouncing a dry beauty blender on those guys pretending to apply the foundation for the tiktok was lowkey hilarious for me. 🤣

[@DopamineDecor]

Right?

[@jillmarie3841]

With terrible quality footage, too…

[@ZijnShayatanica]

It was so pathetic, lolol

[@Sing_A_Rebel_Song]

And the Oscar for best comedic performance goes toooo Fiona!

[@anhserc3534]

First time I saw that I was in legit tears 😂 she definitely tried it.

[@batmanrobin2011]

When we have brands like Haus Labs, Fenty, Urban Decay NARS etc making these beautiful gorgeous dark and rich shades for black people with the darkest skin tones there is absolutely NO REASON for the lack of inclusivity no reason at all. It’s 2024 and every person should be able to find complexion products that match their skin tones and undertones. It was like Youthforia put out that 600 shade as a jab to black creators and black people in general. This hurt Youthforia and I don’t see them being around for the long run if this is the products they are gonna put out. Disgusting

[@CircumstancesNeverMatter]

I think regardless they’ve lost a lot of support in general because of this. I honestly felt like this was kinda malicious low key.

[@violetviolet888]

There is no brand that is ever going to make enough shades to match every skin tone. As a *cool medium with an olive undertone* , warm olives and black people have more foundation choices than I do. However _cool dark skinned people_ will be the most under-represented overall. I bought green face paint to add to two shades of foundation and I mix the three pigments every day to create a foundation shade that works for me. Black foundations are far more represented in the cosmetic industry. A brand would literally need to make a minimum of 150 shades to fairly represent the human skintone spectrum.

[@Nina-hz9vv]

I think the real issue is that, if brands don't have enough money to make their foundation inclusive, why make one at all? They literally aren't inclusive because they're trying to maximize profit and they usually don't care about the customer. As an economist I can almost guarantee the reason they make 20 shades of porcelain is because the biggest number of customers are white, so they simply don't bother. What's even more infuriating is when brands that have the cash STILL don't use it to expand their shade range, again in the name of profit. It's so sad to see and it's even more sad that people don't care and still support these brands.

[@angeliemaguinda]

@@violetviolet888 I feel you T^T. I'm a fair cool-toned olive and its so hard to find foundations that fit me. I'm just settling with my current one which is maybelline fit me in shade 120. still slightly yellow for me fr

[@clevername763]

@@violetviolet888 Yes! I am medium-tan extremely cool and I don't have a shade in Nars or Urban decay. It's completely under-represented in most brands. My perfect match is 3R in Dior and most brands don't even offer a single cool shade in the entire medium range. I don't expect brands to offer 150 shades, but offering an adequate spectrum should be the bare minimum

[@dumbnhung]

I'd like to see Youthforia put out a "Liquid Paper White" for its lightest customers. See how that goes over!

[@blissfullyblunt888]

@@MomeGnome im pretty sure the white shades you say from other products that are "paper white" , does not look like white facepaint which is basically clown make up. Neither white or black face paint has a different color to match human skin undertone. People do use white powder culturally, but it isn't used as a shade match.

[@Ajae78]

@@blissfullyblunt888Don’t even bother with such a thoughtful comment. The “No one cares” sentence should clue you in that this person thinks black and brown folks need to STFU and take whatever sh*t we’re given and be super happy about it. All the same type of responses/comments are being intentionally obtuse about the lack of undertones because again, they don’t care.

[@Futurebound_jpg]

The goths could use it 😂

[@ravenoctober9936]

Only time I would ever use a white foundation would be to lighten a shade I have already that is too dark but is my undertone. (The lovely rmc makes a good white cream foundation to do just this) Also let’s not pretend that black is the equivalent as a white foundation cause it’s not. Alot of people could make use of a white foundation in some form or another when it comes to makeup irregardless of race. Or should I say much more usable than a pure black. A full on black foundation? Literally not usable for anyone unless you’re doing fantasy makeup. And as the gentleman said in the video black is a terrible mixing shade. White on the other hand is typically not. (Obviously some acceptions it can come off as chalky or ashy but otherwise much more usable than a black) this this was straight up racist and there is no getting around that. This shit is wild. (Also white people don’t have the history of discrimination as poc do, again using white as an example is not an equal to what this company did)

[@pastellatte2006]

The goths are gonna love that

[@bo-audhd]

Issuing black paint as a face foundation gives me psychopath vibes. Not one professional model agreed to get involved into this

[@aquatiger8]

the biggest red flag for her should have been when *professional models* were GHOSTING HER over this freaking foundation shade

[@bo-audhd]

@@aquatiger8 exactly

[@debleb166]

You could literally get any random amateur painter to make you a better looking foundation colour in ten minutes 😭

[@null6353]

jesus christ, when will people stop throwing out diagnosis' to people. that is extremely stigmatizing to people with personality disorders, and also just makes you look incredibly stupid.

[@margaretbush]

@@bo-audhd paint in general is a temporary item that you can put on your face….. it’s generally so bad for it. Them literally just selling expensive face paint in a foundation bottle for ONLY black people is both racist and a scam

[@spinstercatlady]

I feel like Youthforia got annoyed and basically said "you want a super dark shade, we'll give you a super dark shade" and made a straight up coal black shade lol 🤦‍♀️

[@Somaniaezekiel]

And I will tell you there is no black person in Nigeria that wants a black and charcoal foundation, they always wants lighter foundation

[@FishareFriendsNotFood972]

I think, while tragic, this product says something poetic and profound about racism. ALL human skin is a complex combination of many, many tones. Our skins are melting pots of so many pigments, each shade so nuanced, so unique. We're all different blends of each other. You can spend a lifetime trying to get to the bottom of one skin's myriad undertones, which anyone working in makeup knows. So making a 'dark skin foundation' that has literally only ONE pigment, when the rest of the line blends many pigments, holds it apart from all the other foundations. It literally is making a statement of 'I don't think dark black skin is human skin'. It's the complete psychological stripping of personhood from black people, in a bottle.

[@lisaoatman6244]

Wonderfully said

[@annamendoza3479]

Very profound and your sentiment was wonderfully expressed.

[@AmeerahMuhammad]

Exactly this.

[@calihhan4706]

❤

[@EmL-kg5gn]

This is so well said!!! It’s truly disgusting behaviour

[@DRKMSC]

The owner sent out emails to ambassadors just a few days ago asking them to “correct” people on social media upset about this foundation shade and people are simply misinformed and are just causing confusion. Just wow. Instead of addressing it themselves they are asking people on the PR list to combat what they are claiming is “misinformation”. Extremely bizarre and unprofessional behavior from the CEO of this brand. What a mess. update: if you are looking for proof of what im saying read the article on The Cut website

[@MoreCoffeePlease.]

Whoa. She’s terrible. Holy shit.

[@tamberjune]

😮😮😮

[@YogaCheryl]

OMG, that's horrible!

[@WookieWoman]

Gotta love the "link to prove what you're saying" commenters... It takes all of 10 seconds max to Google. 😂

[@maryeckel9682]

Cosmetics gaslighting

[@Zamkuma]

When Nya put that pitch black foundation on her face, my jaw legit dropped..... They really out here trying to CLOWN the dark skin beauties! I'm never supporting that company.

[@Ryanneey]

I don’t understand how lots of drugstore brands have been able to provide an expansive shade range for years, but somehow, prestige brands can't. There's no excuse!

[@63rambler66]

Apples and oranges. Those are gigantic corporations with decades of formulation history and market research. A first launch from a tiny brand can’t compete with that. I see tons of brands on ulta with their darkest shades marked down. Obviously there are not enough buyers, even after producing smaller inventory for those shades.They involve a higher risk of losing money.

[@abookishmess]

@@63rambler66 That's a false narrative. Because you'll see other shades on sale? Also even if a shade is left over maybe it's because folks don't want makeup that's about to expire despite the discount? For example the mascara goes on sale doesn't mean nobody is buy mascara maybe just not that brand? Also foundation last for forever so that's also a factor. Also how do you know they aren't staging it to look almost gone for *gasp* more sales. Which they do often to use the fear of missing out to get you to buy

[@EmL-kg5gn]

@@63rambler66 That doesn’t explain the false advertising though. Also there are indie brands that are inclusive!! It can be done when people care

[@63rambler66]

@@abookishmess "False narrative"? It's fact. Nobody stages "almost gone" by marking prices down. Especially specific foundation shades. Most of the time dark ones when it's only a select few. And why would specific shades be the ones about to expire? Likely because they weren't selling.

[@63rambler66]

@@EmL-kg5gn Yes, you are right, esp about the advertising. But inclusive will still be more costly and more risky. Foundation/concealer is the last thing I would do with a small brand.

[@Candy-md1uk]

I am very pale. Until fenti, I wasn’t able to find foundations that matched me in my country. That is no longer a problem, since brands seem to be making more pale shades. There is literally no excuse to not make deeper shades. If they all magically adapted and can suddenly make great lighter shades, then they can make a good range of dark shades, it’s so fucked up that they refuse to do so

[@darklightangles]

She smiled during that apology/explanation, and it looked and felt fake. I pray that one day, issues like this will be a thing of the past.

[@itsmeley534]

Listen. I do not wear makeup. I don't watch makeup reviews. I don't care for anything makeup. But I did see her review, and somehow, you got me to sit down for over an hour on a topic I needed education about. Microaggression exists everywhere, and even though I am not the target audience for makeup companies, this somehow still affects me. The fact she targeted anyone with dark skin, like just anybody that she considered "black" and not dark skin, is incredibly alarming. You did great with this video; I loved your commentary and your respect for people who look like me because, at the end of the day, color does exist, and you cannot grow out of racial biases until you humble yourself and truly become educated on things you were not taught growing up. I also don't think she is a part of the lab process for her foundations, nor does she want to be a part of it. If anyone can look up ingredients and figure out the color swatches have no type of undertone, then she can do the same. And with that, you gained a subscriber, happy to be here.

[@jaiyeolaolaribigbe6518]

You spoke my heart. Subbed now too. Gonna share❤

[@stacydevaughan5585]

Meeee toooo! I am like how did I get here, but watched the whole video. I am not a makeup wearer😂😂😂

[@timmyecarter3449]

why in the world would you create ANY foundation color without using ACTUAL human skin as your guide???!!! youthforia was thoughtless to the point that it feels downright intentionally hurtful and dismissive. to create a color first and THEN try to find someone it matches is next level incompetence. btw- loved audra's insights. i think she nailed it- bad publicity is still exposure for youthforia.

[@NovaDoll]

They don’t like black people.

[@baileydubs]

While I do think Audra is right in not giving these brands the time of day instead of ragebaiting, seeing videos these creators have made, makes me as a light skinned person not want to support them even if they have a wide range of shades for me. So I think in a way it’s good for people to know what these brands are doing so they we can stay away from them. But maybe that’s just my thought process

[@RayRayDoesStuff]

I agree. I think it's good to call out these brands so I can avoid them.

[@MaryAnneAchieng]

I see where they're coming from, though. I'd never heard about this brand until this story started getting covered and if I'm looking for a new brand (esp as a Black woman) I look for creators that look like me for recs

[@thelonleyUchiha1]

I also don’t think it’s sustainable for them either in the long run. If your sales are only getting a boost from you saying awful things eventually people just move on…so you have to keep escalating your awfulness until finally everyone hates you or you break an actual law and get in actual trouble. You can really tell when he character of certain people who know they can still make money not being awful but just choose the other way cause it’s “quicker”

[@shinyandnotpanicking]

This has gone to such an extent where I feel like it no longer matters whether the brand is THAT stupid or just flat out malicious. The effect is ultimately the same. Blatant racism and disrespect. No consumer deserves that. Nobody who loves fashion and makeup and expressing themselves and participating with their friends in a hobby they enjoy deserves that.

[@SummerAlleriaWindrunner]

You- you put captions for me? 😍 On that choppy clip? For those of us who have bad hearing or auditory processing disorder?? I'm genuinely touched. Most people don't even THINK about it. Thank you so much for that 💖

[@maddieb.4282]

Closed captioning is like the bare minimum for accessibility

[@maddieb.4282]

And the entire video is captioned. Even non captioned videos use talk to text now (although imperfect it’s helpful.) Top right of the video screen, there’s a CC icon

[@SummerAlleriaWindrunner]

@@maddieb.4282 I know. Thanks you.

[@katey.shu02]

@@maddieb.4282 chill, they're just grateful

[@jessm.9320]

I mean she did make a revolution by gathering together makeup artists, chemists, makeup enthusiasts, artists, and people who rarely care about makeup all against her brand lmao it's just not the revolution she wanted

[@Mondscheinstaub]

I also notice a lot (!!!) of dark foundations are really warm and make deeper skin tones have that orange/red tint. Like why? I recently saw a video with a dark skinned girl who had olive undertone, it was crystal clear that it was olive. Not only did the make up artist use a lighter shade to brighten her complexion (which I found odd), but also used a really warm tone that made her look unnecessarily orange. And people commented how great she looked with the make up. As a very pale, cool toned girl, I was baffled how so many people seem to be kind of color blind … or just so accustomed to seeing foundation as something yellow. No matter how light or dark skin is, it has undertones - and no, warm, yellow, orange is NOT as super common as foundations make it seem.

[@mick6247]

I’ve been noticing that alot to, the darker the shade the oranger it is ,I have to use lighter foundation because foundation that’s SUPPOSED to match my skin tone looks orange.. it seems like so many of these make up brands think putting a little warm colors is “undertones” . They put as little amount of effort as possible so they can to make it”inclusive”

[@betisbaby]

Usually brown/black skin types are dark orange and have a more calid (?) undertone (i mean its the most usual), but yea there's no excuse to do the same mistakes as others makeup brands

[@unholierthanthou7748]

People truly have no idea how dark skin works. Dark skin has just as many undertone variations as pale or medium skin tones

[@liv97497]

Olive skin is SO hard, whatever shade - I have light olive skin and the orange problem is the same in lighter shades, too. Some combinations seem especially rare to find good foundations for, like cool/neutral dark tones, or neutral mediums.

[@The-one-and-only-Fruitcake]

Im pale as hell and i cant wear drugstore foundation because its so yellow on me. Fenty is my best match lol

[@alexalemon7821]

I don't think Youth Phoria can come back from this. I wouldn't purchase from them. This was so disgustingly ignorant of them. Audra put it all so beautifully to just not give them a platform

[@Viviolau]

This is the first time I’m hearing of this brand and….not a good look. Def never giving them any money ever. esp when I have Fenty and Nars and other brands who are willing to work for it

[@izzy6455]

Black is different than most colours, too, it does not reflect light. It absorbs it. So the effect of wearing this would create a strange inhuman look. The colour does not respond like any other colour. So even above the fact that it is too dark and has no tones, on the eye, black will not reflect as skin does. No glow, that all skin has naturally.

[@make.upexperiments7269]

The gall of someone actually thinking in their brain “brands just can’t win with you” and then actually SAYING it??? Wild.

[@haroldharold9042]

Wild. That foundation is “winning” with exactly 0 human people. Of course people are calling the brand out. Makes no sense to bootlick for a brand that did this. 😂

[@jodiekelly1355]

Even the fact about 'as people get more tanned' is a direct quote from the abysmal Tarte launch. Do not tell me she didn't do it on purpose.

[@MsBNoodle]

Yes! I was like where have I heard this before!

[@Sandra-Renea]

Thank you! I was trying to remember who said this mess a few years back!

[@Kiterpuss]

Also, the undertone of your skin doesn't change if you tan. No amount of sun exposure changes the ratio of melanin and eumelanin your melanocytes create, just the amount. You could change the overtone if you use a fake tan but that's not what she's talking about either.

[@Suzanne4415]

​@@KiterpussI mean as a very pale person any tan def makes me more warm (yellow), but I fail to see what that has to do with people on the deepest end of the spectrum, who to the best of my knowledge, exist all year round.

[@propogandalf]

​@@Suzanne4415Hahaha thanks for the laugh. I just imagined myself and others disappearing seasonally like a ghost.

[@serenideehope]

My 17yr old daughter is mixed (I'm very "fair and her father is quite dark) we were looking for a shade of a lighter coverage skin tint for her to wear to homecoming.....It was way harder than I thought and she isn't even as dark as this creator. This kind of thing makes me sad.

[@batmanrobin2011]

It makes me sad too, I can’t imagine how frustrating that is. I hope you can find her perfect shade because she deserves to feel absolutely beautiful and I’m sure is gorgeous

[@ambersmith2612]

I’m a light skin and their “ darkest shade” before is literally my skin tone

[@3ofClovers]

I feel this as a mixed kid (Korean and Black) and I have a olive undertone along with super sensitive skin where for the longest time I didn’t wear makeup because I couldn’t find my shade and also I would instantly breakout. I’m also covered pretty much all year (because of sensitive skin) so my face is much darker compared to the rest of my body since it’s like the only thing that gets sun. So any time I got matched at a place it was always wrong because truly I needed to be matched to my neck or shoulder. Always sucks.

[@alb91878]

Maybelline and Walmart has gotten better and Estee Lauder finally has my correct undertone. I found it about 8 or maybe 10 years ago. In my profile picture I'm very light skinned, but I can get really dark. I have Olive complexion and I'm very warm with neutral undertones. Everything either looks extremely pink or extremely yellow on me. I would have to mix anywhere from 2 to 3 different foundations to get my close match. Estee Lauder might have something. It's their Double wear line and it's about $45 before taxes at Ulta. Maybe there might be something there for her!

[@jaiyeolaolaribigbe6518]

​@3ofClovers We all should be wearing sunscreen daily to correct the face tone, and the CLARINS set can help you correct the darkness of the face compared to neck and body.

[@kuromiscakeluvver]

i don’t understand why these brands don’t bring in the people who are critical of them, especially in these situations, and TALK to them, get them to HELP

[@joperez6745]

Arrogance, like Jen says in the video. They just assumed it they knew enough and didn't need more perspectives.

[@maddieb.4282]

Why would someone like Jackie Aina or the other creator want to go into a possibly hostile environment and work with people who have demonstrated that they are potentially racially antagonistic and that can’t make decent makeup on their own? They shouldn’t have needed an outside consultant to avoid this issue

[@kuromiscakeluvver]

@@maddieb.4282 i see, i didnt think about that, thanks for letting me know!

[@Sensansenkai]

I'm both white and don't wear makeup anymore, but I am an artist and I am APPALLED that they really just put iron oxide in their foundation formula and really thought it would match someone's skin tone. That's like day one color theory- true black is the absence of color. Every human skin tone, no matter how dark has some kind of hue to it, and as makeup formulators, they should know this. Audra's comparison to the "shut up ring" is so appropriate.

[@pauwula]

What I don't understand is why would you be looking for a model AFTER you created the shade and had it mass produced?? You'd think they'd test it on people before releasing it

[@larinadorca5781]

I thought that's how product development works but I see I was wrong. Now I understand why is that hard for me to find my undertone too and I'm quite fair, I can't imagine the frustration with darker shades since there are even less options, it's sad

[@hellzbelle229]

That’s why I refuse to believe that this is a “mistake” or that their choices in shades come down to the economics of running a small up and coming company. Wasting money producing nonsense that they didn’t actually test on anyone is the opposite of sound business practice.

[@jzmina]

As a little black girl growing up in the late 00s I wanted to embrace my femininity and wear makeup (even though my mother and older sister didn’t). I thought I just didn’t live in an area that had my shade. I thought the stores near me were too small to get the full range of shades. I couldn’t find a shade that worked so I gave up. I decided “the best foundation is clear skin” and never used complexion products. It wasn’t until the mid-late 10s that I realized they literally just didn’t make my shade. Like at all. Not a single company. I’m not even the deepest shade. They just didn’t make it. I wanted to like makeup. I enjoy doing crazy eyeshadows and liners. But I never got the chance to try and now I can’t stand product in my skin.

[@silvsevie]

As an artist, you never use black paint for mixing or darkening colors unless you are making grey, it's a big no no. if you want to darken other colors, instead of using paint with black pigment, you mix your own faux black with red, blue and yellow, it looks basically black but it has depth and doesn't make other the colors muddy or gray. Even if you are painting something black it's better to mix your own with other pigments, because putting a black 3d thing in a 2d space means interpreting light, shade and giving it depth and structure, black pigment just makes everything seem flat and not read properly. A big advice given when doing realism is never to use black pigment because it doesn't read as natural or realistic because our eyes don't perceive things as truly black thanks to lighting.

[@PanPanPanit]

As a plus size person I feel the same way about plus size clothing! Companies will bring out the ugliest plus sized clothes and then use the low sales as an excuse to not cater to us.

[@DopamineDecor]

I hate that Target doesn't offer petite clothes. 😢

[@muppetbrows]

Yes why can't they just make the same things in larger sizes. I don't want to dress like a grandma just because I'm fat.

[@larinadorca5781]

Talking about clothing, I can't find cute lingerie, I'm really petite but big boobs, impossible to find because they're too large even if the cup itself fits and when I find what fits they're ugly, looks like grandma lingerie. Jeans won't fit either, too long. Now talking about the video, I can't find a true match for my fair skin because of my undertone, that frustrates me, I can't imagine for those with darker skintone who can't find like more than 4-5 shades. I feel like when it comes to makeup, there are always more variations when it comes to beige/medium tones, there are a lot.

[@zuzukram]

No legit why do they have you guys dressing like somebody’s grandma…

[@ghoultooth]

@@zuzukramFr. Don’t even get me started on the dresses. They always flare out under the boobs like a damn tent

[@AutumnSwatches]

This is why people should stop saying "Black Skin." Black is a race, not a skin tone. People who are racially Black are not Black in color; we are beige, tan, and brown in color.

[@SE-gs6gd]

I think anyone with a modicum of common sense know this. Most people who refer to themselves as “black” know they aren’t doing so to highlight their skin tone. It’s an inclusive cultural term lol

[@AutumnSwatches]

@@SE-gs6gd I agree. That’s my point, but I also have the advantage point of being in these types of situations and discussions a lot. There was recently a Fenty post where someone referred to the woman is having black skin, which isn’t helpful as a makeup category.

[@NoelleTakestheSky]

No one is white either. We use “black” and “white” as general descriptors, and most of us understand that it’s not literal. Even “tan” is flexible. When tan on my daughter is pale compared to the winter-without-sun skin of her best friend. His tan would be skin damage on my daughter. Tan things are too light for him, too dark for her, but we all understand that it’s a general descriptor. Beige is usually seen as a shade of white skin, tan is usually medium and brown is darker. Seems the only solution is to stop using colors and start assigning numbers, which I think some companies do.

[@AutumnSwatches]

@@NoelleTakestheSky some of this is the exact point I’m making. We need to be descriptive. If someone says that the model has Black skin, I have no idea whether the picture Storm Reid/Zendaya, Kerry Washington/Halle Bailey, or Lupita Nyong’o/Viola Davis. it will be much more helpful for them to say the model has medium-deep skin or something like that. Obviously this goes for white too. We could be talking about Michelle Dockery and her complexion or we could be talking about George Hamilton in his complexion. The point is neither black not white are helpful descriptions of a complexion. I really think we agree with each other on that. Brown even gets conflated because people have also started to use it as a racial category to classify people who are racially neither Black nor white, regardless of their actual skintone/complexion.

[@AutumnSwatches]

@@MomeGnome The only thing is while it wouldn't be a big deal in general, it does feed into confusion and unhelpful choices when it comes to makeup.

[@nicollevandyke5950]

I have the luxury of walking into a store and finding my shade no matter what. I can’t imagine how frustrating, alienating and disappointing it must be to not have that option. I now only shop companies that include expansive shade ranges because I support brands that get it. The rest of the brands needs to get a clue.

[@jodiekelly1355]

I am the same! There is no reason at all that anyone, especially light and fair skinned people, should be buying from these brands when we don't have to! Plenty of brands cater to everyone and we have the ability to choose.

[@christinegraham2579]

Thank you for giving me a really good idea! Your thought processes are spot on, my friend!

[@TheMariaKM]

@@jodiekelly1355 fair skinned people doesn’t have that many options either. Not many brands makes them light enough.

[@MoreCoffeePlease.]

@@TheMariaKMWhich brands do you think don’t have enough light shades?

[@nicollevandyke5950]

@@TheMariaKM Fenty Beauty has extremely fair shades to inclusive shades and the products are nice.

[@sami_saurus]

when will people get the wild concept that EVERYONE HAS AN UNDERTONE because EVERYONE WHO IS ALIVE HAS BLOOD UNDER THEIR SKIN. like thats literally it. You have blood so you will literally never be pure grey or black

[@agus_mimi]

yup! also the comments saying "oh but you can mix it to have your shade :)",, like i'm sorry that people don't want to have ashy and muddy foundation on themself, bc somebody doesn't know how color theory works---

[@DystopianOverture]

@@agus_mimi Those people refuse to listen to the artists who know colour theory telling them at jet black isn't what you use to darken colours.

[@raindeer9787]

The color of skin is so complex, with several undertones on just your arm, so its utterly dehumanizing to say that someone would be pure black. Hardly anything on Earth is pure black, its such an insult.

[@BrigitteDiessl]

That black paint is absolutely dehumanising! Shame on Youthforia.

[@sjpink99]

All of the people in Golloria’s comments purposely being daft claiming “well you wanted dark, and now you’re complaining?” is ridiculous. You may not think you see undertone, but you definitely do. That was dark grey paint. The deepest skin still has undertones, blue, red, purple, whatever it may be. Not to mention the jump from the previous darkest shade to this new one is massive. There was no effort to actually include more shades, just to tick an inclusivity box.

[@Kittichanlove]

Youthforia will never get my coins 🙅🏾‍♀️🙅🏾‍♀️🙅🏾‍♀️

[@simply_taisha]

They definitely won’t get another cent from me. Today I expeditiously returned my foundation and blush that I picked up a couple of weeks ago. I can spend my nearly $84 on something else. 🤦🏾‍♀️

[@spirituallyappointed6880]

Ever...

[@MissTeaJay]

Not ONE THIN DIME!! EVER!!

[@LCx829]

I never thought once to buy this brand but now omg they think dark means black ? wtf?

[@laurentweet9254]

FACT. this completely killed the brand for me. disgusting behaviour

[@embre2518]

as someone who's an artist litearlly the ONLY time we use the color black is for pupil of your eye otherwise we never shade with black, we're told not to do that because that's NOT how shading works.

[@MilaWht]

As an artist, YES, I've been told multiple times, never use pure black, use really dark brown, cause nothing is #000000 black

[@embre2518]

@@MilaWht or purple even!

[@abbyelectric]

same here! though I also use it for lineart because my art style makes use of bold, black lineart, but that and the pupils is literally the ONLY time I would EVER use pure black on a drawing ever. Personally I do need to work on how to approach colouring darker-skinned people (I'm white and consume a lot of Japanese media which doesn't have many darker-skinned people in it, but I think dark skin is super pretty and want to do it proper justice in my own art!), but it's certainly not hard to look at someone's dark skin tone and see that it's very much not black, and is rather a mix of rich browns with depth, dimension and undertones.

[@asphodellie]

this is soo correct i never ever use anything black only hues of blue/purple if it really needs to be dark

[@lynn6367]

when making skin tones don't you have to like... go more into reds for the darker tones and stuff?

[@bapsbaby6441]

The way people try to gaslight black people into accepting the bare minimum is gross. It’s not a topic for them yet they want to speak for us

[@Bambinia]

🎯

[@whatscookingoodlookin1]

It ain’t even the bare minimum

[@actinglikeseals]

That Sudanese creator is STUNNING HOLY MOLY!!!!

[@JaimeLeighArt]

And her voice/accent was just so nice to listen to!

[@MoreCoffeePlease.]

29:39 HOLD UP: aren’t complexion shades tested on actual skin *before* launching it publicly?

[@janainna908]

Sometimes yes but from what I have seen they use plastic pieces to make shades. Most companies fly in models to test foundation.

[@CircumstancesNeverMatter]

You’d think that they tested that on a hockey puck 😂

[@swatkabombonica4103]

​@@CircumstancesNeverMatter😂😂

[@Sammvoy]

I’m pretty sure that brands that care about their image do product testing before releasing shit like this because again, why would you release a foundation that matches no one? It’s so illogical

[@raindeer9787]

You'd think they'd find a model like the ones shown at 23:38 and match their skin, but instead they made their single pigment iron oxide "foundation" and tried to find someone that fit to excuse their incompetence and downright racism. It's gross. "Someone *must* fit the color we made, it's not impossible to be pure undertoneless black!" is seriously what that street casting video gave off. Just in denial that they didn't actually make a skin tone foundation.

[@silverwitch6863]

I don’t believe that ALL brands have to produce shades for ALL people. Find your target group and fine. But DO NOT offend people by „offering“ them a shade that clearly is nothing but an incredibly rude offense.

[@herb4n7egend]

if a makeup brand released a foundation that skewed dark and advertised it as super inclusive and i (pale as a ghost) said "hey you should make some lighter shades your light shade isnt light enough for me" and they released white face paint to shut me up and then tried to advertise it as revolutionary or something.... thats like telling me to shit in my hands and clap and smile while i do it. like honestly, just say "sorry this product isnt made for you, there are other products on the market for you to check out"

[@mchjsosde]

@@herb4n7egend the fact is, people are mostly calling out huge brands for not being inclusive. niche brands and smaller companies probably cannot sustain a larger inventory of options without it becoming a strain on the business. Big companies however obviously have hundreds of products in dozens of shades and years ago many of them did not have extensive shade ranges for any of their products. that's where most of the criticism lies, understandably. It seemed like this brand wanted to appear inclusive on the website to avoid a 'callout' and crossed their fingers that no one would notice that the product was not actually formulated for dark people. The false advertising is so shady and insulting

[@Lolollollloolllsskskekske]

@@mchjsosde eh you can’t say people are “asking the smaller companies to be inclusive” when those same companies market themselves as inclusive first, Then that’s just people giving valid criticism.

[@Mia-dc6qo]

@@herb4n7egend 100% agreed. when i was younger, i could never find a foundation to match me bc it was always too dark, even the lightest shades. i wore concealer as foundation and it was still too dark. i would have been so fucking mad if someone handed me literal white face paint.

[@psychedelicacynical]

the fact that in response to criticism, they then put pure black colour in a foundation bottle and threw it onto shelves.....I'm kind of speechless

[@jojomakes]

She’s absolutely lying about not being able to book any dark skinned models in LA and NYC cause we’re out here baby!

[@Samson16436]

That was so embarrassing honestly. How can it be hard to find models in two top cities in the world people go to to be models?

[@nabilanawrinnijhum]

They heard black people wanted colors that matches their skintones and decided to release a literal black foundation. Wth is wrong with them

[@iridizousa8578]

I can't believe that we are having this conversation in 2024... She clearly thought there's no person that would match a stark white shade so why does she think there's a person that would match jet black? This is astounding honestly

[@cearathomas930]

Black is not a tone, its a color. She asked her labs for as black as they could get, rather than how deep, dark, or rich. There is a difference between /tone/shade and color. A shut up ring is a good way to describe the disrespect and lack of genuine care.

[@kaheivi]

the fact that they could not find a model that dark to test on makes all the people’s claim of “well there are people that dark” completely false. so many dark skin creators have tried the foundation and it’s still not the correct shade.

[@theflyingspaget]

There are definitely people who are around as dark as that. There are not people who have the same skin tone as that. It matches the luminosity, sure, but the hue is all wrong. It'd make you look dead inside.

[@jdishmael001]

On a side note. This video gave me documentary. It gave exposé. It’s giving Diane Sawyer 60 minutes. Whew I am blown. The journalistic prowess…. Is this YT News?

[@aquagamer1212]

She has a very nice ‘newscaster’ voice 😍

[@propogandalf]

I like the way she actually fact-checked

[@ladytino5715]

Body language, the way the youthforia founder hunched over and smirked at the camera and gave excuses. she is definitely considering darker brown complexions last and is unapologetic about it.

[@christinegraham2579]

This deepest shade from Youthforia seems to me that it’s a gaslighting attempt by that company. It’s a very ugly thing to do to your customers!

[@arishaxml]

U can’t even mix it bc it’s pure black just turns gray

[@AmethystEyes]

So true!

[@i.n.n.i]

Audra said it all! We need to learn how not to hype brands that don't make quality deep shades. They're not trying, they're profiting.

[@anonymousperson2839]

How is a brand this inept? This whole brand seems like a mess. I can't believe that the brand released basically black face paint. Then the brand owner going to a shopping mall to find someone to model the foundation and using a passport photo booth to take a photo? So unprofessional. They should have initially pulled the whole line until they had a inclusive shade range.

[@janafisher7701]

I can’t believe that in 2024, a cosmetic company straight up legit made a black foundation! It’s like they were saying “this will show them” but can I just say that all of the women of color featured in this video were absolutely stunning! And the eye shadow that Audra was wearing was beautiful!

[@RoseQuartzxo]

This is one of the best videos Jen has put out. Unbiased information, highlighting Black voices and creators, and a lil bit of conspiracy n humour. The interview with Audra was such a fab inclusion and such an important conversation to observe. Thank you Jen for everything you do for us as viewers and the beauty industry as a whole

[@atashka5966]

I loved hearing Audra’s perspective. I think what they said was very intelligent, eye opening and well worded! Thank you Jen for letting Audra freely speak and allowing them to share their thoughts with all of us!