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Published March 4, 2019
Published March 4, 2019
Youth to the People

Prestige superfood skincare brand Youth To The People has partnered with leading global consumer brand investor Sandbridge Capital and beauty industry veteran Carisa Janes. The minority investment will support the company’s rapid growth by increasing marketing efforts and continuing product innovation while deepening existing distribution relationships.

Terms of the transaction were not available and the company would not disclose sales figures, but WWD reported last year that industry sources expected the brand to triple its sales to $20 million in 2018.

“We are delighted to be partnering with this best in class superfood powered beauty brand that Youth To The People so clearly embodies,” said Sandbridge Founding Managing Partner Ken Suslow. “Joe and Greg are already well on their way to building exactly the type of truly authentic high growth innovator in the skincare space where Sandbridge can apply our global brand building expertise to best effect.”

Carisa Janes, founder of Hourglass Cosmetics, added “Youth to the People is a next generation, purpose-driven brand. Greg and Joe’s product expertise, creative intuition and meticulous eye for detail have created a unique and approachable brand with a focus on inclusivity.”

Youth To The People was co-founded by cousins Joe Cloyes and Greg Gonzalez who have both been immersed in the beauty industry since a young age. They created Youth To The People with a core belief that what you put on your skin should be as pure and nutrient rich as what you put into your body. The products utilize the best superfood ingredients, balanced with clinical pro-grade actives to deliver results you see and feel. The brand’s current distribution is in retailers such as Sephora, Free People, Anthropologie, Dermstore, and on its own web site.

The partnership with Sandbridge and Janes follows an investment from Strand Equity last March.


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