Step aside 'clean girl' beauty.
, Youthforia founder, says she wanted to create clean, sustainable products that are safe to sleep in to remove the guilt of coming home from a night out and going straight to sleep—because who hasn’t been there before? “Youthforia was created for me to have fun with makeup again, in a way that worked for me and my lifestyle—which admittedly can be messy at times,” she says.
Chan thinks the “party girl” beauty trend was born from a rejection of fitting the mold. “I think pre-pandemic, it was more trendy to follow the Instagram aesthetic and we used to edit all our photos the same color to make our grid look ‘aesthetic’,” she says. “Party girl beauty is a reaction to the rigidity of following those rules— it’s fun and free, it’s messy at times but it’s real.
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