Cute Packaging Isn’t Enough: The Rise and Fall of Youthforia

Youth Foria announced they are going out of business following their disastrous foundation launch last year.

Youthforia quietly announced they are going out of business earlier this week and I'm disappointed but not surprised.

When they first hit the scene post-covid, every designer in the beauty industry had their eye on them. The packaging was adorable, the colors popped, and their lifestyle photography was pure mood board gold. It was the kind of visual storytelling all brands dream of: fresh, fun, and instantly recognizable.

But great branding can only carry you so far.

Their foundation launch last year came with just 15 shades 🤯. (Yes, in 2024.) The lack of true inclusivity was outrageous. The backlash was swift, retailers pulled out, and even after adding shades, the trust damage was done.

From a design perspective, this is a perfect example of why hype can’t replace homework. Aesthetics, formulas, and brand voice matter, but so does knowing your audience before you launch.

Listen first, launch later.

Prototypes, focus groups, diverse review teams before fame or funding. Trust takes years to build, seconds to lose. And there’s no refund on reputation.

Always sad to see beautiful packaging leave the shelves though 🥲 ✌ .