Youth To The People

Two cousins who had grown up in a California juice bar launched a skincare line in 2015 made almost entirely from superfood ingredients found in their family's smoothie recipes. L'Oreal acquired the brand six years later for a reported $350 million. Greg Gonzalez and Joe Cloyes were cousins who grew up working at their mother's juice bar business in Los Angeles through the 2000s. In 2015, they launched Youth to the People with a hero product, the superfood cleanser, built around kale, spinach and green tea extracts. The packaging was glass rather than plastic, and the positioning was sustainability first at a time when most prestige skincare was still shipping in plastic bottles with unnecessary outer boxes. The sustainability first packaging choice was commercially costly upfront but strategically prescient.