The Beauty Disrupter

How One Black Creator Puts Brands On Notice

Do you know Golloria George?

She a 23-year old, stunning, dark skinned make-up lover who has the beauty industry all shook up.

Golloria went viral when she reviewed Youthforia’s darkest shade of foundation. The brand was criticized for not having a diverse shade range. They rushed to build out shade options and delivered a product that had no undertones and no nuance. It has been described as black paint — not something suitable for anyone’s skin tone. Golloria actually swatched black paint on one side of her face and the Youthforia shade 600 on the other. There was almost no difference.

@golloriathe darkest shade of the youthforia date night foundation.

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The “correction” made by the company was infective and insulting to dark skinned consumers. I believe the shade has been removed from their line, this was the company’s response —

Following this controversy, Youthforia announced the Director of Product Development position, which would “focus on inclusivity and the creation of a diverse product line.” They still have not made a real apology for releasing the 600 shade, but they created such a position as their “commitment to providing inclusive products.

While on the face of things it seems the company is taking steps to correct their mistake, not directly speaking to how this happened in the first place is leaving the consumer cold.

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In contrast, Rhode, Hailey Bieber’s beauty brand has had a very different approach to Golloria’s feedback.