L’Oréal just signed an agreement to acquire Youth to the People, an American skincare company based in California. Available in the US, Canada, Australia, and in select European countries where it enjoys a very strong appeal, the brand is marketed through an omnichannel distribution – mix of D2C e-commerce and selective distribution. The brand is expected to record over USD 50 Million of sales in 2021.
Youth to the People was founded in Los Angeles in 2015 by two cousins, Greg Gonzalez and Joe Cloyes. The brand is inspired by their grandmother, Eva, who started a professional skincare line 40 years ago, utilizing plant extracts and innovative active ingredients. The brand’s growth has been supported by its investors, Sandbridge Capital, Strand Equity and Carisa Janes. Youth to the People develops and markets high-performance skincare products known for formulas that combine premium vegan blends of superfood extracts and science.
Commenting on the acquisition, Cyril Chapuy, President of L’Oréal Luxe, said: “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 favorite 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.”
Stéphane Rinderknech, President North America …
