Youthforia, the make-up and skin care brand founded by Fiona Co Chan, is closing down.
Co Chan announced that the Gen Z-focused beauty business would be shuttering its doors after four years via an Instagram Story (4 August).
A closing out sale is taking place on Youthforia’s website, with 50% off everything and all sales final.
"My decision to close Youthforia was a tough one – and a heartbreaking one," Co Chan told Cosmetics Business.
"No one prepares you for how much grief you feel when you decide to close down a brand.
"But starting small businesses, running small businesses, and then deciding to close a small business... all of these different stages are tough, all in different ways.
"But I am really grateful for the last four years.
"As hard as it was, it was a great journey and I have so many
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