Youth to the People, the California-based vegan skincare brand, debuted in Australia in mid-2017, launching exclusively in Sephora. The brand took the superfood ingredient category to the next level and is also sold in the US, Canada and select European countries, including the UK.

Founded in 2015 by cousins, Greg Gonzalez and Joe Cloyes, Youth to the People’s rapid growth was fast-tracked by investment funds Sandbridge Capital and Strand Equity and Carisa Janes, the founder of Hourglass Cosmetics.

L’Oréal has acquired the brand for an undisclosed sum and will incorporate it into the fast-growing Luxe division. According to the French beauty giant, Youth to the People is expected to reach US$50 million in global sales by the end of this year.

Youth to the People’s strengths rest on good-for-you ingredients such as kale, green tea, spinach and alfalfa. The brand also uses on-trend anti-ageing actives such as chelated Vitamin C, Tripeptide 37 and hyaluronic acid, cold-pressed extracts and natural botanicals. Super foods have high levels of phyto-nutrients that rebuild skin cells to help preserve your youth – think fewer fine lines, better elasticity, a boost to your skin’s natural collagen, and a rejuvenated look, says co-founder Gonzalez.

L’Oréal’s major motives in acquiring Youth to the People, is to increase its ethical offering in an increasingly competitive  global market and to continue its long-term policy of buying “emerging brands”.

Cyril Chapuy, president of L’Oréal’s Luxe division, notes that Youth to the People is a favourite among all genders. “Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a strategic addition to L’Oréal Luxe.”

Leave a comment

Your email address will not be published.