In California, makeup brand Youthforia is solving one of the biggest problems associated with cosmetics: forgetting to wash it off, resulting in days of oily or dry skin. To address this, Fiona Co Chan founded the company during the pandemic.
The company’s products have been certified 98% biobased by the US Department of Agriculture BioPreferred program. Youthforia’s BYO Blush is comprised of 20 plant-based ingredients and changes color according to individuals’ pH. Its Dew Gloss for lips uses castor oil as its base.
“For us, our highest priority is skin health and choosing skin-friendly ingredients,” Chan says in a blog post. “We prioritize following Green Chemistry principles and choose to formulate without fossil fuels as much as we can. As a brand owner, my approach is not to demonize chemicals or synthetics but to be very transparent in our formulation philosophy and to explain why we choose the ingredients we use.”