US – Cosmetics brand Youthforia is reclaiming the fun associated with applying make-up and appealing to a sense of hedonism emerging in the inter-Covid period.
It claims its plant-based products are ‘safe enough to sleep in’, reflecting the brand’s core values that cosmetics should be good for the skin, while removing any worries about taking make-up off after spending time with friends. Launching with a colour-changing blush oil, a range of hydrating lip glosses and magnetic make-up organisers, each of Youthforia’s products reflect its tagline: ‘Life’s messy, but your makeup isn’t’.
Catering for the sustainable mindsets of younger generations, the brand’s products are also bio-based, featuring at least 90% renewable ingredients and avoiding commonly used fossil fuels. Meanwhile, Youthforia’s design cues appeal to the Gen Viz aesthetics preferred by Generation Z consumers.
As younger demographics continue to shun the cult of busyness, such brands will appeal to consumers who are shifting their focus from enhancement to enjoyment.