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Youth To The People selects London as location for first-ever store

Sophie Smith
14 April 2023

US skincare brand Youth To The People is getting ready to open its first-ever store, located at Spitalfields Market in East London.

Founded by cousins Greg Gonzalez and Joe Cloye in 2015, Youth to the People creates high-performance skincare products with formulas that combine premium vegan blends of superfood extracts and science.

Its bestselling product is a Superfood Cleanser, made with antioxidants from kale, spinach, and green tea.

The brand, which is currently available in the UK at Cult Beauty, was acquired by L’Oréal in 2021.

The new store opening has been revealed via a series of job adverts posted by L'Oréal on LinkedIn, including Store Manager, Deputy Store Manager, Team Leader and Skin Coach.

"With this being the only Youth To The People store in the UK and first globally to launch, you will be self-driven to promote brand awareness through strong eventing plans," the job adverts explain.

Youth To The People will join a number of existing beauty brands in the Spitalfields area, such as Space NK, Malin + Goetz, Benefit Cosmetics, and luxury nail salon Townhouse.

A date for the store opening has not yet been confirmed. has reached out for additional information.

Listen to's podcast with Youth To The People founders, Greg Gonzalez and Joe Cloyes.

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