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Youth To The People acquired by L'Oréal

Camilla Rydzek
09 December 2021

California-based beauty brand Youth to the People has signed a deal to be acquired by L’Oréal, subject to standard regulatory approvals.

Youth to the People is known for its skincare products which combine vegan blends of superfood extracts and science. The business is expected to generate $50 million in sales for this year alone.

It's available in the UK on the Cult Beauty website as well as in the US, Canada, Australia, and in other select European markets.

To find out more about the co-founders Joe Cloyes and Greg Gonzalez and why they founded Youth To The People, listen to's The Beauty Edit podcast.

Joe Cloyes and Greg Gonzalez, the co-founders of Youth to the People said: “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 realise 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.”

Cyril Chapuy, President of L’Oréal Luxe, added, “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 favourite 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.”

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