L’Oreal buys US vegan brand Youth to the People based in California - RETAILBOSS
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L’Oreal buys US vegan brand Youth to the People based in California

RETAILBOSS         SOURCING WEEK                               STARTUP INSIDER        RETAILPRENEURS

L’Oreal buys US vegan brand Youth to the People based in California

Youth to the People was founded in Los Angeles in 2015 by two cousins, Greg Gonzalez and Joe Cloyes. The brand is inspired by their grandmother, Eva, who started a professional skincare line 40 years ago, utilizing plant extracts and innovative active ingredients.

“We are very pleased to welcome Youth to the People brand, its founders and fantastic teams. Because of its solid reputation and remarkable product quality, Youth to the People is a favorite among all genders. Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a very strategic addition to L’Oréal Luxe. The brand’s core values and distinctive spirit reflected in its initiatives to amplify diverse voices, build a fairer world and enhance consciousness of the planet will be further celebrated at L’Oréal not only because they are precious to us, but because they are very true to our own values.” – Cyril Chapuy, President of L’Oréal Luxe

Youth to the People develops and markets high-performance skincare products known for formulas that combine premium vegan blends of superfood extracts and science.

“We founded Youth to the People to continue our family’s legacy of making skincare and to inspire and represent our community. Joining the L’Oréal family gives us the opportunity to realize all the dreams of Youth to the People. Our brand’s mission is to make high-performance skincare using vegan ingredients with practices that are good to the planet and good to the people. We’re beyond excited about this partnership and the opportunity to amplify our shared values of investing in a just and sustainable future for all.” – Joe Cloyes, Founder & CEO, and Greg Gonzalez, Founder & CBO, of Youth to the People

Available in the US, Canada, Australia, and in select European countries where it enjoys a very strong appeal, the brand is marketed through an omnichannel distribution – mix of D2C e-commerce and selective distribution.

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“We have been inspired by the passion and vision of the brand’s two founders, Joe Cloyes and Greg Gonzalez, in bringing the best of the health-conscious, California lifestyle to high performance beauty. We believe in the potential of this special brand, and we look forward to working with the Youth to the People team to help them realize this potential. I am thrilled to have Youth to the People join our growing portfolio of American brands on the West Coast.” – Stéphane Rinderknech, President North America & Chief Executive Officer L’Oréal USA