Social Media Inspired Makeup Lands Space in ULTA ft. Fiona Co Chan, Founder & CEO of YOUTH FORIA, Podcast Summary
In this episode, Ekta sits with Fiona Co Chan, Founder, and CEO of YOUTH FORIA, to discuss the brand’s fantastic adaptation to marketing through the COVID-19 pandemic. But, more importantly, creating a makeup brand that is not only simple to use but great for the skin, so much so that you forget to take it off!
“Some of my happiest memories are, funnily enough, the first time I got to buy lip glosses, and makeup, it’s something where you beg your mom for years to let you buy makeup. I remember that excitement of finally buying my own makeup, I wanted that for the brand.” (Co Chan).
Even though Fiona had little experience with marketing makeup, she knew she wanted to create a line that would not make consumers look beautiful but be kind and gentle to the skin.
“I did not come from the industry, prior to this, I was workings in tech. I used to basically sell software to data centers and that took me to some of the most polluted cities in the world. Fast forward a couple years later, COVID hit, and I just wanted to create makeup that I could see as an extension of my skincare, but prior to YOUTH FORIA I had no experience in beauty, no contacts in beauty at all.” (Co Chan).
Fiona wanted a line that would not only be clean in formulation, but she also wanted consumers to have some nostalgia and positive experiences with their makeup and skincare.
“Even the name, ‘YOUTH FOR’, refers to this emotion where you’re really happy in your adult life, you get taken back to your favorite childhood memories. This is an emotion that I’ve always experienced that I just didn’t think had a name to it. So, I named it YOUTH FORIA.” (Co Chan).
You can listen to the full episode here:
Authors: Jasmine Boskent & Remy Vidal
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