But I figured the good cleanser and great reviews from peers were enough reasons for me to give the brand the benefit of the doubt, so I logged on to Zoom to have a conversation with the co-founders and cousins, Greg Gonzalez and Joe Cloyes. And I’ll admit I spent the next half an hour getting one hell of a reality check.
Turns out Youth to the People isn’t just another natural skincare brand out of California. In fact, it’s not a natural skincare brand at all and is, instead, rooted in science and philanthropy. “Our grandmother started a professional skincare line in 1979. She was a true pioneer in the space and actually advocated for and helped write the first curriculum for an aesthetician license. Her whole passion and vision was built on the power of plants and science that was happening in Germany at the time, as well as the power that aestheticians could have as women to be entrepreneurs and business people,” says Gonzalez.
When it came to the two cousins launching Youth to the People in 2015, the philosophy of the brand was very much built from this generational love for beauty and skincare. “In 2015, we thought about how to take the pro formulas that aestheticians use and simplify the approach. Skincare can be confusing, but we wanted to take the efficacy from those products and dive into what we were also inspired by, which is really potent, superfood plant extracts, antioxidants and superfoods,” reveals Gonzalez.
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