Meta Performance Spotlight series: How Youthforia accelerated growth with the help of Reels

Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

Youthforia, a clean skincare and makeup brand, was launched in 2021 by Fiona Co Chan who wanted to create makeup that was so good for your skin, you could sleep in it. Fast forward to two years later, and Fiona has exponentially grown her business online (300% increase in sales year-over-year!) and expanded into physical stores, including Ulta Beauty, the largest beauty retailer in the US. Youthforia was also recently featured on Shark Tank where Fiona impressed the Sharks with her business success thus far. One key to her success? Reels. Read on to learn more about how Fiona found grew her business and community using Reels.

What was the inspiration behind starting your business?

I’m someone who after a night out with friends is likely to fall asleep with my makeup on, and that's why I wanted to create makeup that acted like skincare and would improve my skin over time. After working to develop samples, and testing them myself by having me and my husband sleep in them, I was ready to bring my business, Youthforia, to the world.

How do you define performance for your brand?

Performance means setting a brand direction or goal and ensuring that all our marketing activities blend seamlessly to achieve them in an efficient manner.

When did you realize the opportunity to use Reels for helping your brand find success?

When I first launched Youthforia, I started with a unique concept for a blush and created video content that provided comparisons to existing blushes and this got people curious and open to trying our product. Our first viral video ended up being one of our customers trying our blush and posting a reel about it and that’s when I knew Reels had immense potential for my business. Reels unlocked a new way for us to communicate with our customers, and find new ones.

What steps are you taking to drive performance and achieve your business goals?

Reels have become our secret weapon – after fully adopting reels, we saw over a 300% increase in sales year-over-year! We continue to create rich, fun content that attracts new customers and entertains or informs our existing ones to build our incredible community who are avid supporters of our growth! Our strategy is really leveraging organic content, whether that's on our own, or through customers or influencers and supplementing that with ads. It’s really important for us to establish a testing framework to help us stay nimble and change directions or strategies as needed. This helps us ensure we keep growing and spend on efforts on the most impactful activities.

Where do you get your inspiration for your creative - and what types of creative have you seen work best?

I get my inspiration from my community of customers! I use a lot of frequently asked questions as the basis for content and a lot of our most engaging ads and best performing ads stem from content responding to community driven questions. I’ve also found that relatable and authentic content such as behind-the-scenes videos performs the best. By bringing your community into special moments, they feel included on your brand’s journey and reward you with their support and engagement.