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The skincare brand’s growth over the last decade has been significantly bolstered by its partnership with L'Oréal, which has enabled the brand to expand its reach and amplify its mission globally.
February 3, 2025
By: Lianna Albrizio
Youth to the People, a California-based, pro-grade vegan skincare brand known for its superfood-powered formulas, is celebrating a decade of skin health with the launch of a limited-edition superfood cleanser.
Youth to the People’s growth over the last decade has been significantly bolstered by its partnership with L’Oréal, which has enabled the brand to expand its reach and amplify its mission globally. The brand says its commitment to sustainability, innovation and radical transparency has redefined what clean beauty can be.
“Ten years of skin health is just the beginning,” said Joe Cloyes, cofounder and CEO of Youth to the People. “We’re committed to bringing high-performance, vegan and clean products to our community, empowering people to feel their best at every stage of life.”
Designed by LA-based artist Sebastian Curi, the bottle commemorates the brand’s milestone and its commitment to promoting healthy skin and a youthful mindset.
Since launching in 2015, cousins Greg Gonzalez and Joe Cloyes said they sought to shake up the skincare world, blending high-performance ingredients with the power of superfoods. Their grandmother Eva’s legacy of professional skincare and holistic beauty practices laid the foundation for the brand. The business partners said the Superfood Cleanser was born out of the idea that cleansing is key to healthy, balanced skin and inspired by the green juice craze and California’s wellness-driven vibe. The cleanser combines kale, spinach and green tea to give skin a refreshing green drink of water; its success drew a loyal of health- and skin-conscious consumers. In fact, per the brand, one Superfood Cleanser is sold every minute in the United States. The gel cleanser uses plant-based surfactants and glycerin to gently clear away makeup, sunscreen and daily grime without leaving skin feeling stripped. It’s also pH-balanced to match skin’s natural levels for all skin types.
The Limited-Edition Superfood Cleanser retails for $39 is available exclusively on the Sephora app, and launching on Sephora.com on youthtothepeople.com on February 4, and in Sephora brick-and-mortar on February 7.
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