Youthforia is universal. It’s the moments of utter bliss you get when you're young. Your first lip gloss. The cute text and the screenshot sent straight to the group chat. The waiting, the rush. Crushes, summer break, long chats that last till 3 a.m. Getting the giggles with your best mate, hungover af, waiting for microwave mac and cheese. The lights going down before your favorite band starts playing. Being completely in it, and taking it all in. Like if confetti was a feeling.

That’s how how we want to make you feel with every product, every time. ✨


We’re big on having fun but we’re serious about the environment. 🌎

The beauty industry loves fossil fuels (which makes sense because liquid plastic feels nice), but that doesn’t really work with our whole “wanting a future” thing. That's why all of our ingredients, including synthetics, are plant-based. This means we don't have to compromise on quality or textures.

We make our products biobased 
 each with at least 90% renewable ingredients (instead of fossil fuels) and our products are certified by the USDA BioPreferred Program.

We follow Green Chemistry principles (Google it, it’s super interesting!), which basically means doing what we can to make Youthforia environmentally-friendly and reduce the amount of gross, dangerous toxins we put on our face and wash down the drain (FYI, if you use 15 non-biobased products a day, that’s around 300-500 chemicals made from fossil fuels now on their way to finding Nemo). 

Caring about and being kind to the planet is cool and important and so is using safe stuff on your skin. 


Youthforia was founded by Fiona Co Chan in 2020 right when COVID hit. She kept coming back to this idea that the best part of wearing makeup is going out with your friends and sometimes that means forgetting to take your makeup off. She really wanted makeup that was good for your skin, so good you could sleep in it. 

During the development of Youthforia, Fiona slept in all of the lab samples (and might have recruited her husband to sleep in them too) and woke up with much better skin. It completely changed her beauty routine philosophy - makeup is an extension of skincare. And sleeping in our lab samples is a huge part of our testing process.

She's also passionate about Green Chemistry and not using fossil fuels and it's a big pillar of the Youthforia formulation philosophy, because most makeup contains liquid plastic and she just didn't want to do that.

She likes making beautiful makeup that has a unique spin on existing categories while being friendly to the planet and being good for skin. Basically, the entire Youthforia brand is just a collection of things she finds interesting to work on and is all about inspiring fun and being with your friends.