Youthforia Shark Tank Update – Net Worth, Pitch & Deal

Former software technician Fiona Co Chen appeared on Shark Tank Season 14 Episode 15 with her young cosmetics brand, Youthforia. Being a refugee, Fiona sought stability in her life. However, life had better plans for her, as she made $2 million in sales in the first 14 months. 

Fiona’s pitch included everything. She was confident and clear in demonstrating her product and disclosing all the relevant numbers. However, the valuation had been a major issue for the Sharks in getting them interested. Mark Cuban, Robert Herjavec, and Lori Greiner were reluctant to invest in cosmetics. However, Kevin O’Leary tried to squeeze Fiona’s head and the company’s margins.

Did Fiona Co Chen manage to avoid the squeeze, or did she give Kevin a big chunk of her company? Find out in our Youthforia Shark Tank Update.

Youthforia Net Worth

Fiona Co Chen asked for a $400k investment in exchange for 5% equity in her company. This meant she valued her company at $8 million. She made a deal with Mark Cuban for $400k in exchange for 8% of her company. This new deal valued her company at $5 million. After the show aired, Youthforia saw a big increase in website traffic, sales, and social media exposure. With an estimated 10% yearly growth rate (typical business growth), the current net worth of Youthforia is about $6.05 million.

What Happened To Youthforia After Shark Tank?

Youthforia has been doing great business after leaving Shark Tank with Mark Cuban. The deal has been officially finalized and signed by both the parties. Youthforia has grown on social media platforms ever since it left the Shark Tank. The Instagram account of the company has just under 100,000 followers, while the TikTok account recently went past the 175,000 followers mark. 

The company has appeared on Forbes and Allure after leaving the show. The product line has expanded, as you will find the new Youthforia Date Night Skin Tint Serum Foundation on the official website. The tinted blush oil is available for customers (one of the new shades that Fiona disclosed will be launched in the future). You will find face wash and pregame setting spray that further diversify the product line. Moreover, Youthforia now has its own merchandise for loyal consumers. 

Did Youthforia Get A Deal On Shark Tank?

Youthforia did get a deal on Shark Tank. Fiona Co Chen impressed the Sharks with her revolutionary color-changing brush. The concept was great, and the $2 million in sales in just 14 months supported the claims made by the founder. However, Sharks had reservations regarding the valuation.

Kevin O’Leary offered Fiona $100,000 in exchange for 20% of the company and $300,000 as a loan against purchase orders. The offer was brutal, especially for a company that crossed the $2 million mark in the first year. 

Robert Herjavec excused Fiona from investing in her business because he had no experience in the cosmetics space. He said that he could not differentiate between the cosmetic products. 

Lori Greiner refrained from investing in the cosmetics industry because she had tried her luck before, but the risk did not pay off. Mark Cuban did not show interest in Youthforia, as he had no experience in cosmetics. 

Barbara Corcoran critically analyzed Fiona’s claims, which contradicted the expected launch of three new shades, so she opted out. 

Fiona Co Chen tried convincing Kevin O’Leary to reduce the equity demand and even offered him a royalty consideration. However, Kevin quoted a $1 royalty per unit until recoupment of $800,000. He also demanded 10% of the company. 

Mark Cuban offered Fiona $400,000 for 10% of the company he wanted to split between himself, his wife, and his daughters. Fiona countered the offer with $400,000 for 8% of the company. Mark accepted it, and they struck a deal. 

Shark(s) NameOffer and Demand Counteroffer Accepted?
Mark Cuban$400,000 for 10% of the company$400,000 for 8% of the company Yes (to the counteroffer)
Kevin O’Leary $100,000 for 20% of the company ‘and’ $300,000 as a loan against purchase orders$400,000 for 5% of the company ‘and’ a royalty of $0.5 per unit until recoup $500,000No
Barbara Corcoran OutN/AN/A
Lori Greiner OutN/AN/A
Robert Herjavec OutN/AN/A

Youthforia Shark Tank Update

youthforia net worth

Fiona Co Chen’s Backstory

Fiona Co Chen comes from a refugee family. Her grandparents migrated from China to Vietnam to earn bread. When the security situation deteriorated in Vietnam, Fiona’s parents fled to America for a better life. Throughout her early life, Fiona’s goal was to ensure stability and get a job. 

She started her professional journey in the tech industry at Dartmouth. Her job was to sell complicated software to data centers. The job demanded her to travel to the most polluted cities in Asia. 

During the COVID-19 pandemic, Fiona frequently traveled between San Francisco and Asia. She had to sleep on flights, wearing her N95 mask. Her skin used to react with the polluted air, and her makeup usually wore off while she slept. 

Fiona Co Chen knew that ordinary makeup would not work, so she wanted to create a makeup product line that people could sleep in. She merged traditional makeup products with skincare. To create her universally flattering blush, Fiona had to travel to Korea. After numerous trials, she finally created the right product.

Initial Pitch 

Fiona Co Chen entered the Shark Tank confidently, introducing herself and demanding $400,000 for 5% of the company. She started the pitch by claiming she woke up in makeup and appeared on the show without wearing more makeup or touch-ups. She explained that she looked fresh despite applying the makeup last night because her cosmetic products were natural. 

Fiona clarified that the traditional makeup brands were made of fossil fuels, liquid microplastics, and other unclean ingredients. She presented Youthforia, a cosmetic product line that women could sleep in because it was bio-based. 

Fiona Co Chen said that her best-selling product was the BYO color-changing blush. The blush was oil-based and reacted with the skin’s pH to give it the perfect shade. Fiona applied the shade on her cheek and blent it (it was simple). She presented the Sharks with her BYO blush, pregame primer, and hydrating lip gloss. 

Queries About The Product 

what happened to youthforia after shark tank

Lori Greiner wanted to reconfirm if the BYO blush changed with melanin and skin. Fiona explained that people had a range of skin colors. The BYO color-changing blush added a bit of pink shade to the skin. The blush did not react with the undertone. The shade was entirely natural and perfect. 

Mark Cuban wanted to know if other beauty products did not offer the same thing. Fiona elaborated that the blush had no such feature because the competitors sold solid colors. With other products, consumers had to match the color on their own to prepare the right shade. 

Fiona Co Chen proudly revealed her lifetime sales of $2 million that stretched over a small 14-month period. Sharks were taken aback by the numbers. Kevin O’Leary curiously inquired about Fiona’s distribution channels for selling the product. 

Fiona disclosed that around half of her business (50% of sales) depended on the direct-to-consumer model. The company sold 15% of its products through Amazon, while the remaining 35% came from the distribution channels and wholesale network. Fiona further explained that Youthforia was set to launch in Ulta Beauty and Thirteen Lune at JCPenney, which would help the company reach 309 and 300 doors, respectively. 

Robert Herjavec wanted to know about Fiona Co Chen’s backstory. The details were explained earlier in the update. After telling the Sharks about her background, Fiona shared the product-wise price. The color-changing blush was available for $36, the pregame primer had a selling price of $38, and the hydrating lip gloss was retailed at $26. Fiona further added that the landed cost of goods sold per product ranged between $4 and $6.

Barbara Corcoran asked Fiona about the reason why her company performed remarkably in such a short time. Fiona Co Chen explained that she started marketing the product on TikTok, where the product gained popularity. She highlighted the difference between the color-changing blush and the traditional powder-based blush. The product instantly went viral, and Fiona successfully sustained its popularity. Around 84% of the revenues were organic (no forced marketing and advertising).

After getting rejected by Lori Greiner and Robert Herjavec, Fiona Co Chen disclosed that she was about to launch three more shades in the future. Barbara Corcoran got confused because Fiona initially claimed that her product suited all skin tones. Launching other shades contradicted the claim she made earlier. 

Sharks’ Response And Final Decision 

did youthforia get a deal on shark tank

Kevin O’Leary saw great potential in the business, so he gave Fiona Co Chen an offer. Considering Youthforia’s high margins, Kevin offered $100,000 for 20% of the company. He offered the remaining $300,000 as a loan against the purchase orders at market interest rates. Kevin offered the loan to meet the capital requirements. 

Robert Herjavec told Fiona that he could not understand the cosmetics industry. He knew nothing about the products and could not differentiate between them. He wished Fiona the best of luck and opted out. 

Lori Greiner said that she sold many cosmetic products, but she was not really big on oil, so she opted out. Mark Cuban was reluctant to offer a deal because he had no experience in the cosmetics industry.

Barbara Corcoran suspected Fiona’s initial claim of shade for everyone after the latter disclosed launching three more shades in the future. She got confused and eventually opted out. 

Kevin O’Leary reminded Fiona he was still awaiting her response to his offer. Fiona Co Chen countered Kevin with $400,000 for 5% of the company and a royalty of $0.5 per unit until he recoups $500,000. 

Kevin liked the royalty, but he offered $400,000 for a brutal shareholding of 10% and a royalty of $1 per unit until he recoups $800,000. Fiona asked Kevin to reduce the equity demand, but he turned down the offer. 

Seeing Fiona getting dominated by Kevin, Mark Cuban offered her $400,000 for 10% of the company to prove a point. He wanted to split the shareholding equally between himself, his wife, and his daughters. 

Fiona countered Mark with 8% of the company. He was reluctant at first, but he eventually agreed to do it. Youthforia stuck a great deal with Mark Cuban. 

Product Availability 

Youthforia sells a variety of products that women can wear when they are asleep. All the ingredients were plant-based and renewable. The company tried to keep its cosmetic products good for the skin and the planet. The best-selling product of Youthforia is its BYO color-changing blush, which contains natural oils that react with the skin’s pH. 

Youthforia also sells pregame primer and hydrating lip gloss to cover all sorts of beauty aspects. The ingredients do not contain fossil fuels or liquid microplastics. The diversified product line safeguards the company against marketing failure. 

The owner, Fiona Co Chen, has diversified the revenue channels to depend less on a single source. 50% of the sales come from the official website, which is direct-to-consumer. 35% comes from the distribution and wholesale network, while Amazon’s listing contributes the remaining 15%. 

Youthforia marketed its products on TikTok initially. Around 84% of the sales constituted the organic demand, while the rest was advertised. The profits were high as the selling price per unit ranged from $26 to $38, and the costs per unit were $4 to $6. 

Healthy makeup for the skin and the ability to wear it while sleeping is nothing less than a revolution in the cosmetics industry. In the first year, $2 million of sales means that subsequent growth will further establish the product line. 


Youthforia did remarkably well, whether you consider the development of an effective business model or translating it into impressive numbers. Fiona Co Chen had clarity in her approach to make Youthforia the best skincare-oriented cosmetics brand. 

While Kevin O’Leary tried his best to squeeze Fiona’s head, Mark Cuban made her a generous offer. Youthforia got the $400,000 at a $5 million valuation instead of $8 million, but it was still a considerable amount for a company that started operating 14 months ago.

Fiona Co Chen and Youthforia have a bright future ahead. The business had formidable future commitments that could propel the business to new heights. 

Thanks for Sharing 😉

Leave a Comment