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Published March 28, 2018
Published March 28, 2018

Growth equity firm Strand Equity, with a track record of investing in the next generation of iconic consumer brands, has made a minority investment in superfood skincare brand Youth To The People. This partnership brings Strand Equity’s wealth of knowledge and experience from its portfolio of better-for-you food, beverage, and wellness brands to Youth To The People and positions the brand for accelerated growth.

WHO: Youth To The People was co-founded by cousins Joe Cloyes and Greg Gonzalez who were immersed in the beauty industry from a young age. Their grandmother, Eva Friederichs, founded Eva’s Esthetics in 1979 and is regarded as one of the first American aestheticians and the first to bring natural and botanical ingredients into the US professional skincare industry. This influence inspired Cloyes and Gonzalez to create Youth To The People, driven by the philosophy that what you put on your skin should be as whole and nutrient rich as what you put into your body. The company utilizes the combination of 100 percent vegan superfood ingredients, potent cold-pressed extracts, natural botanicals, precise custom scientific formulations, and earth-friendly packaging to keep skin looking and feeling young. The line is comprised of six SKUs, priced from $35 to $62, not including travel sizes.

Strand Equity is a Los Angeles-based growth equity firm led by a team of experienced and successful investors and entrepreneurs. With a permanent capital base, Strand Equity maintains a flexible approach to structure and partnership, enabling dynamic entrepreneurs and management teams to accelerate growth and build durable businesses. Strand Equity’s current and realized investments include Banza, Hippeas, HUM Nutrition, Revive Kombucha, Vita Coco, WTRMLN WTR, and Bai Brands, the latter of which sold to Dr. Pepper Snapple for $1.7 billion in 2017, among others.

WHY: Funding will be used to build the team internally, support research for new products, and Sephora expansion.

IN THEIR OWN WORDS: “We are continually searching for emerging brands that are about to make a splash in the marketplace,” said Strand Equity Co-Founder and Managing Partner, Seth Rodsky. “Youth To The People is creating something truly innovative by infusing superfoods into its skin care products and we are thrilled to support the company in its next stage of growth as it carries out its mission of bringing natural, plant-based skin care to the masses.”

“We are excited to join forces with Strand Equity as our team continues to evolve and expand,” said Youth To The People Co-Founder Greg Gonzalez. “They understand our vision and will be exceptional partners as we continue to grow within the beauty industry.”


  • Youth To The People has received a minority investment from Strand Equity.
  • This is Youth To The People’s first investment.
  • Details of the transaction were not disclosed.
  • According to Forbes, the company is expected to triple in revenue in 2018, with plans to be in over 800 North American Sephora stores by the start of summer.
  • Industry sources estimate the brand is on track to do around $20 million for 2018, according to WWD.
  • Strand Equity intends to be an active investor, including occupying a board seat.

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