The Ask: Gen-Z’s favorite makeup brand, Youthforia, made a lot of effort to stand out through sustainability, but was having trouble communicating this to their consumers in a way that was truly engaging. Founder Fiona Co Chan approached Good Fun to help redefine their media and content strategy with sustainability in mind.

The Solution: Through digital and social content, we conveyed their planet-first mission and got their audience excited about being a part of it. Good Fun also worked with founder Fiona Co Chan on media strategy, in order to position her as an expert on sustainable beauty and a go-to source for commentary on things like microplastics and PFAS.

The Results: During our engagement, Chan appeared on Shark Tank to seek investment with their new sustainability messaging front and center. Youthforia was able to secure an investment from Mark Cuban, and then went on to secure a seed round from VC firms True Beauty Ventures and Willow Growth Partners. We can’t wait to see what they do next!