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L'Oréal to Acquire Youth To The People

Published December 13, 2021
Published December 13, 2021
Youth To The People

L'Oréal has signed an agreement to acquire Youth to The People, the Los Angeles-based indie skincare brand, with products containing superfood ingredients, cold-pressed extracts, and natural botanicals.

WHO: Youth To The People was co-founded in 2015 by cousins Joe Cloyes and Greg Gonzalez, who have been immersed in the beauty industry since a young age. The brand was inspired by their grandmother, Eva, who started a professional skincare line 40 years ago using plant extracts and innovative active ingredients. The products utilize the best superfood ingredients, balanced with clinical pro-grade actives to deliver results. The brand is sold through omnichannel distribution in the US, Canada, Australia, and some European markets.

IN THEIR OWN WORDS: "Because of its solid reputation and remarkable product quality, Youth to the People is a favorite among all genders," Cyril Chapuy, President of L'Oréal Luxe, said in a statement. "Its skin care 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 values."

“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," said Stéphane Rinderknech, President North America and Chief Executive Officer of L'Oréal USA. "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.”

Coyes and Gonzalez, who serve as CEO and Chief Brand Officer of Youth to the People, respectively, said jointly they'd founded the brand to continue their family's legacy "of making skin care and to inspire and represent our community."

“Joining the L'Oréal family gives us the opportunity to realize all the dreams of Youth To The People," they said. "Our brand's mission is to make high-performance skin care using vegan ingredients with practices that are good to the planet and good to the people. 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.”

TRIBE DYNAMICS EMV: The vegan skincare brand pulled in $13.3MM EMV in Q4, enjoying a 22% quarter-over-quarter surge tied to a 13% QoQ expansion of its influencer community (2.9K content creators). Much of this growth was due to heightened activity surrounding the brand’s Adaptogen Deep Moisture Cream, which netted $1.0MM EMV as one of Youth To The People’s top Q4 offerings, up from $413.6K in Q3. The cream garnered consistent shout-outs from Vogue’s owned YouTube channel, which featured the product in the “Favorites” section of 12 “Beauty Secrets” videos highlighting various celebrities’ beauty routines. In all, Vogue powered $808.3K EMV as the brand’s No. 1 Q4 earner.


  • L'Oréal signed an agreement to acquire Youth To The People. The financial terms of the deal were not disclosed.
  • The brand is expected to record over $50 million in sales in 2021.
  • Youth To The People partnered with Sandbridge Capital and Carisa Janes, founder of Hourglass Cosmetics, in 2019. The minority investment will support the company's rapid growth.

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