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Youth To The People's superfood-enhanced skincare descends on East London

Chloe Burney
02 June 2023

California-based skincare brand Youth To The People, renowned for its Superfood Cleanser, officially opened the doors to its first-ever store in London yesterday. 

Nearly a decade after launching their brand, Co-founders and cousins Greg Gonzalez and Joe Cloye crossed the Atlantic to open their first store in the UK's capital city.

The new store, located at Spitalfields Market in East London, is home to the brand's high-performance skincare "made with unconventional superfood ingredients backed by innovative science".

The new store acts as both a retail shop and an event location. Customers can enjoy personalised "skin sessions" with skin health coaches, to help them create skincare routines that meet their direct concerns.

Founded in 2015, Youth To The People is an eco-conscious brand that’s committed to harnessing nutrient-dense superfoods that have an impact on skin health and less of one on the environment.

With carefully crafted formulas made from antioxidant-rich leafy greens such as spinach and kale, as well as beneficial vitamins and other proven, natural sources of youth-preserving goodness, every formula is also cruelty-free and 100% vegan.

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

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.

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

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