In the 2010s, when cold-pressed juices and spirulina smoothies became all the rage in California, cousins Greg Gonzalez and Joe Cloyes were rethinking the wellness movement—specifically, how to take the conversation beyond what people were eating and drinking and extend it to their skin. “We were all thinking about what we were putting in our bodies—a lot of superfoods were coming into different parts of our diet. So we naturally connected the dots to the fact that we’ve made skincare for so many years,” shares Gonzalez. In 2015, they launched Youth To The People, a new-age skincare brand that merged the superfoods found in our favourite healthy drinks with science.
The two were no strangers to the skincare industry. Growing up, they were immersed in the family business started by their grandmother, Eva Friederichs, a pioneering American aesthetician who started her own product line for salons and spas with botanically derived ingredients in the 1970s. “It’s really a family story and brand. Our family’s been making skincare for 45 years and we’re the third generation, so a lot of formula knowledge and heritage goes into everything we do,” Gonzalez adds.
The products, which use ingredients like antioxidant-rich maqui berry, nutrient-dense leafy greens like kale and spinach, and adaptogenic mushrooms, sound like items you’d find on someone’s grocery list. Everything comes neatly packaged in transparent glass containers labelled with the key ingredients on the front—just like a smoothie you’d find in the fridges of your neighbourhood café or supermarket. As more and more consumers became preoccupied with notions of health and wellness and sought to consciously switch to products that were good not only for themselves, but also for the environment, the brand quickly cultivated a loyal following. The playfully named ingredient-first formulations began appearing on countless #shelfies and the green juice-inspired Superfood cleanser became Sephora’s number one bestseller in the category in the US, picking up accolades from reputable beauty magazines.
Joe Cloyes and Greg Gonzalez
While the beauty industry often focuses on anti-ageing, Cloyes and Gonzalez chose the brand name Youth To The People to reflect an attitude. “Youth isn’t about age or appearance; it’s about a mindset—an openness and excitement for life. We want to be a brand that challenges and excites you to get a little bit better and have a little bit more fun every day. That’s what youth is to us,” says Cloyes. “Though we do have great products with peptides and hyaluronic acid and everything you would want,” Gonzalez chimes in.
The brand’s headquarters, in the vibrant Arts District of LA, reflect this philosophy, too—dogs and cats roam freely and often appear in shoots, adding a touch of levity to the creative process. “It’s a pet-friendly office. You might be working on something, and then a fluffy little thing walks by. You smile and maybe an idea comes to you. I think what animals represent is that it’s important to have fun—we even did a calendar shoot featuring them. We really try to have fun together, I think our community feels that and it leads to other good things,” says Gonzalez, who’s been a pet parent to Insta-famous cats Maccha and Hiro.
Beyond skincare, Youth To The People has a strong social mission. Over the years, the brand has launched awareness campaigns on pressing topics such as gun violence prevention, reproductive rights, and voting access, and donated to nonprofits that empower LGBTQ+ youth, climate initiatives, and food banks through its Good To The People Funds. “It’s part of how we were raised, what our grandmother tried to do with her beauty company and what our aunts taught us about beauty. As the brand grew, we decided to talk about the things that aligned with our values through our platform. And I think when you have a platform, you can make a lot of great things happen,” says Cloyes. The duo credits where they are today to their grandmother, moms, and aunts, explaining why they work with nonprofits that focus on empowering women and BIPOC communities. “We started with the idea of the formulas combining superfoods and science, but our mission has always been bigger than just product,” adds Gonzalez.
The brand’s popularity led to its acquisition by L’Oréal in 2021, further expanding its reach. Now, in its ninth year, Youth To The People is debuting in Indian market, with Reliance Retail as the exclusive distributor. “It’s exciting to see our products in stores in India,” says Cloyes. “We’ve received so many requests to bring the brand here, and now people in India can finally try it for themselves. We can’t wait to see how the community responds to the brand.”
Shop Youth To The People products exclusively at Sephora India and on tirabeauty.com
