Youthforia Just Became the First East Asian Makeup Brand at Ulta Beauty

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Is there anything better than going into a store (or website) and finding hundreds of really different beauty brands? UIta Beauty has been offering this more and more lately. In October 2021, Live Tinted debuted as the first South Asian beauty brand in Ulta Beauty. Now Youthforia is making history as the first East Asian brand, launching in stores and online today.

We first told you about Youthforia in May 2021, when founder Fiona Co Chan set out to create makeup so good for your skin, you could sleep in it. Since then, many of their products have gone viral on TikTok, including the BYO Blush Color Changing Blush Oil ($36 at Ulta Beauty), which reacts to your skin’s pH to give you the perfect shade for all skin tones. You can get this and five other products, including Pregame Daily Protective Primer ($36 at Ulta Beauty) and Dewy Gloss Hydrating and Nourishing Lip Gloss ($26 at Ulta Beauty), at Ulta Beauty now.

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“Ulta has been all over my vision board for 2022, so it’s an incredibly exciting moment to see this finally come to life!” said founder Fiona Co Chan in a statement. “I couldn’t be happier or prouder about this milestone and being the first East Asian makeup brand to launch at a major retailer like Ulta. It really means the world and is such an honor. Stay tuned for more exciting things!”

If you haven’t seen BYO Blush in action, check out some of our most popular TikTok reviews. “That looks beautiful,” says @imhannahcho. “It feels more like a serum than an oil,” says @daceycash. “It looks super, super gorgeous zoomed out,” adds @nidalkabashii. All three women have different skin tones and the color looks different on all of them.

Shop BYO Blush and all Youthforia must-haves now at Ulta Beauty.