A 'Shark Tank' beauty brand was criticized for lacking deep foundation shades. It tried to fix it and made it worse. [Business Insider]
Ulta Beauty, Inc. (ULTA)
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Source: Business Insider
The brand was previously criticized for its foundation range being too light for deeper complexions. Youthforia has not commented on its new shade or the online criticism. When content creator Golloria George reviewed Youthforia's Date Night Foundation in September 2023 , she highlighted two major problems with the range's darkest shade. First, the beauty influencer noted that the product — and the rest of its then-15-count shade range — was too light for people with deep complexions like hers, which Youthforia CEO Fiona Co Chan apologized for at the time Second, George said the shade was advertised to look much darker on its packaging and in online photos than it applied in real life. So, when Youthforia launched 10 new makeup shades in March, George gave the new darkest option — shade 600 — a chance. But this time, Youthforia's foundation looked too dark, almost like "tar in a bottle," according to George . She proved her point by applying the brand's foundation on one
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ULTA
Earnings
- 3/14/24 - Beat
ULTA
Sec Filings
- 4/24/24 - Form DEF
- 4/24/24 - Form DEFA14A
- 4/5/24 - Form SC
- ULTA's page on the SEC website