Youthforia Is The Reason I’m Tired Of Forced Inclusivity In The Beauty Industry

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The question begs: how did we go from that to this? Last August, Youthforia launched a skin-tint serum foundation, claiming it was 'safe enough to sleep in.' Read more on Grazia

Enter Youthforia. A skincare first makeup brand that has ticked both boxes. And, the internet is not happy about it.

Cosmetic chemist Javon Ford responding to George with an in-depth analysis of the foundation’s pigments. 'This foundation only has pure black pigment , no other colourants', versus Youthoria's lighter shades that included three different pigments. 'Skin tones typically have some combination of eumelanin and pheomelanin,' he added. 'The pheomelanin is where we get the red and yellow undertones.

For me, this is nothing but an excuse. It's at odds for a brand owner that previously claimed to want to make a perfect formula before bringing extended shades to market to then release a product in record time before it's been fine-tuned.

 

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