At Youthforia, we believe that makeup is an extension of your skincare - and we’re innovating with makeup you can sleep in. We love the mix of elevated playfulness, and high quality unique formulas. A dose of fun without compromising on performance, or skin health.

Youthforia is universal. It’s the moments of utter bliss in your adult life that remind of your childhood joy. Your first lip gloss. Getting a case of the giggles. Like if confetti was a feeling.

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



We are a clean and sustainable makeup company with skin-friendly ingredients. We test all of our makeup by sleeping in it.

Using plant-based synthetics to achieve the luxurious textures and high performance we want while offering nutritionally-dense and BioBased formulas to improve your skin with every wear.

We follow Green Chemistry principles— formulating with at least 90% naturally derived (instead of fossil fuels) and our products are certified by the USDA BioPreferred Program.

Our products are powerful multi-taskers, not only do they make you look and feel beautiful, they’re high-quality treatments for your skin.

All of our products are infused with our proprietary blend found in the Skin Chi complex.


Youthforia was launched by Fiona Co Chan in 2021. The idea for Youthforia came about right when COVID hit. Perhaps it was the inability to go out and see people, but Fiona 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 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 lab samples is a huge part of the Youthforia testing process. Above all, we love caring for your skin - we truly believe that makeup should be good for your skin.

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 microplastic and she just didn't want to do that. Fiona was recognized by Byrdie Eco Awards as a Eco Beauty Hero and a Disruptor.

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.