Beauty brand Youthforia SLAMMED by influencers for 'inclusive' $48 foundation that's been likened to 'black face paint' and 'tar in a bottle'

Beauty brand Youthforia is in hot water after creating a skin tint that was meant to be 'inclusive' - but instead has been compared to 'black face paint' and 'tar in a bottle.' 

The brand previously launched a foundation that upset customers because it included only 15 shades - with many influencers speaking out about how the brand was not inclusive. 

This spring, the brand introduced 10 new shades, and according to a cosmetic chemist, the darkest one contains no other undertones. 

The shade made major waves when TikTok content creator Golloria shared a video and asked her 1.4 million followers, 'Which side of my face is the black face paint or the Youthforia foundation?' 

A beauty brand made major waves when TikTok content creator Golloria made a video and asked, 'Which side of my face is the black face paint or the Youthforia foundation?'

After Youthforia founder Fiona Co Chan introduced the darkest shade, beauty gurus were less than impressed

The $48 Date Night Skin Tint Serum Foundation describes itself as the 'first ever foundation you can sleep in' and offers 'light to medium coverage... for effortless, long-lasting wear.' 

Youthforia founder Fiona Co Chan originally explained it was her 'intention to launch this as a proof of concept to see if people even liked the base formula,' before expanding the line. 

However, after Fiona introduced the darkest shade, beauty gurus were less than impressed. 

In fact, Golloria started out her now-viral video by putting black face paint on one side of her face and the makeup on the other, calling the product 'tar in a bottle.'

'Who is that color?' the content creator asked before putting the black face paint all over her face to show how similar they were. 

'When we say that we want you guys to make shades for us we don't mean to go to the lab and ask for minstrel show black,' Golloria added. 

Instead, 'we mean is to take the browns you have made, create undertones, and do what you need to do in the lab so that it's a darker shade of brown,' the creator said.

She then showed that the swatch was 'literally jet black' on the website, calling it 'disgusting and disrespectful,' and declaring: 'This needs to be pulled off the shelves.' 

One person tweeted, 'What youthforia did was malicious compliance and racism wrapped in one and I hope nobody is confused about that' 

Commenters agreed, as one wrote, 'Youthforia destroyed their brand by making excuses instead of actual good shade ranges.' 

'Also why does the black face paint have more warmth in it than the foundation?!?' another TikTok user questioned. 

'What if it's the right match for some?' was a popular inquiry, although other content creators proved them wrong. 

Los Angeles-based cosmetic chemist Javon Ford shared a TikTok where he broke down the ingredients and confirmed that for the darkest shade, 'there's only one pigment,' and 'this foundation literally only has pure dark pigment.' 

The chemist explained that skin tones typically had red and yellow undertones, and suggested the brand use Nars or Fenty as a blueprint. 

'This brand does not care about us,' Javon continued. 

On X (previously Twitter) the response was much the same, as people questioned why they would create a shade that wouldn't work on almost all people. 

The $48 Date Night Skin Tint Serum Foundation describes itself as the 'first ever foundation you can sleep in' and offers ' light to medium coverage... for effortless, long-lasting wear'

One person called out the brand by writing, 'Youthforia messed up so badly even yt (white) people who are artists are like this makes zero sense'

'They can't even say it's to make foundation darker bc (because) it'll just make GREY color theory classes are needed desperately better yet liquidize the whole company,' another tweeted

One person tweeted, 'What youthforia did was malicious compliance and racism wrapped in one and I hope nobody is confused about that. They sold black pigment as a foundation to insult the people who called them out.' 

Another person called out the brand by writing, 'Youthforia messed up so badly even yt (white) people who are artists are like this makes zero sense, people with the darkest skin tone still have undertones you can't just straight up use BLACK?' 

'They can't even say it's to make foundation darker bc (because) it'll just make GREY color theory classes are needed desperately better yet liquidize the whole company,' they continued. 

A popular sentiment read: 'Are there people that are much darker than her? yes! Is there anyone so dark that there is no nuance in undertone as is the case for this foundation from Youthforia? No!' 

DailyMail.com has contacted Youthforia for comment.