L’Oréal, the French beauty giant, announced it has signed an agreement to acquire the California-based skincare company Youth to the People. Founded in Los Angeles in 2015 by cousins Greg Gonzalez and Joe Cloyes, the brand is known for its high-performance skincare products that utilize plant extracts and innovative active ingredients. The financial terms of the deal were not disclosed, and the acquisition is subject to standard regulatory approvals and other customary conditions.

Youth to the People has experienced significant growth since its inception, with a reported sales figure of over USD 50 million in 2021. The brand’s products are available in the US, Canada, Australia, and select European countries, where they enjoy strong appeal. Marketed through an omnichannel distribution strategy, the brand combines direct-to-consumer e-commerce with selective distribution.

Cyril Chapuy, President of L’Oréal Luxe, expressed his enthusiasm for the acquisition, stating that Youth to the People’s skincare expertise, healthy…