Youthforia
Mid-Range“Makeup so good for your skin, you can sleep in it.”
By Viktoria @vioda.makeup · Published · Updated
Youthforia is a mid range makeup brand from the United States, founded in 2021 by Fiona Co Chan. It's best known for its BYO Blush color-changing blush oil, "Makeup you can sleep in" philosophy and Plant-oil, skin-friendly formulas.
Youthforia is an American skincare-meets-makeup brand founded in 2021 by Fiona Co Chan on a single provocative premise: makeup gentle enough to leave on overnight. Every formula is built around plant oils and skin-loving ingredients rather than the drying, occlusive bases the founder wanted to avoid, and the pitch of 'makeup you can sleep in' turned the brand into an instant talking point across TikTok and Shark Tank, where it landed a Mark Cuban investment.
Its breakout hero is BYO Blush, a color-changing blush oil that reacts to each person's skin pH to settle into a custom flush — a genuinely novel format that racked up tens of millions of views and became one of Ulta's most-searched blushes. Youthforia was Ulta Beauty's first East Asian-founded makeup brand, and its Date Night skin-tint foundation and BYO Lip Oil round out a compact, buzzy range. Because the pH-reactive blush is constantly benchmarked against pricier tint products, Youthforia sits squarely in the dupe-comparison conversation.
Popular Products
What Youthforia is bought for. The ones we've found dupes for link through to the comparison.
- BYO Blush (Color Changing Blush Oil)
- Date Night Skin Tint Serum Foundation
- BYO Lip Oil
- Pregame Cleansing Balm
Known For
Brand Philosophy
Makeup that doubles as skincare — plant-based, gentle enough to sleep in, and playful in format.