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Hello and welcome to the DTC Podcast, I’m Eric Dyck. Today I chat with the one and only Fiona Co Chan, founder and CEO of Youthforia, Make up you can sleep in.

https://youthforia.co

Fiona started Youthforia out of boredom at the very beginning of the pandemic with one key idea: that makeup should be an extension of skincare, rather than a petroleum fuelled irritant.

In this interview, Fiona outlines her unconventional TikTok and Amazon one two punch distribution strategy, as well detailing her role as both leader, and creator for almost all of Youthforia’s social media video content.

You’ll hear:

Why organic fully drives the bus for Youthforia and how TikTok ads negatively impacted their organic scale
Why you need to optimize your organic content as well as your ad content
How Youthforia has kept their team teeny tiny, while scaling in their first two years
Why Fiona’s first ever new product launch might just change the game for women, and men (myself included)

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