L’Oréal to target vegans with new brand acquisition

Image: @youthtothepeople/ Instagram

Mohsina Dodhiya13th December 202113th December 2021Fashion and Beauty, News

Youth to the People is known for producing high-performance skincare products that combine premium vegan blends of superfood extracts and science.

Cosmetics giant L’Oréal has acquired Californian skincare brand Youth to the People (YTTP).

The move is another attempt by the cosmetic giant to enter the vegan market. It previously acquired Logocos, another natural vegan cosmetics brand in 2018.

Youth to the People is known for producing high-performance skincare products that combine premium vegan blends of superfood extracts and science.

It was founded by Cousins Greg Gonzalez and Joe Cloyes in 2015, after being inspired by their grandmother who created a similar skincare line 40 years ago.

The brand is marketed through a mix of D2C e-commerce and selective distribution and is currently available in the US, Canada, Australia, and some European countries

Earlier this year, YTTP was named as one of the top 50 emerging startups in the US by LinkedIn. According to L’Oréal, the brand is expected to record more than $50 million in sales in 2021.

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‘Just and sustainable future for all’

Commenting on the partnership, Cloyes and Gonzalez said: “We founded Youth to the People to continue our family’s legacy of making skincare and to inspire and represent our community.

“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.”

Stéphane Rinderknech is Chief Executive Officer of L’Oréal USA. She said: “We have been inspired by the passion and vision of the brand’s two founders, Joe Cloyes and Greg Gonzalez, in bringing the best of the health-conscious, California lifestyle to high performance beauty.

“We believe in the potential of this special brand, and we look forward to working with the Youth to the People team to help them realize this potential.

“I am thrilled to have Youth to the People join our growing portfolio of American brands on the West Coast.”