L’Oréal has signed an agreement to acquire Youth to the People, a skincare company based in California, the group announced yesterday.

Superfood-based vegan skincare

Youth to the People develops and markets skincare products known for formulas that include premium vegan superfood extracts. The brand was founded in Los Angeles in 2015 by two cousins, Greg Gonzalez and Joe Cloyes, and its growth has been supported by investment funds, Sandbridge Capital, Strand Equity and Carisa Janes.

Available in the US, Canada, Australia, and in select European countries, the brand is marketed through an omnichannel distribution – mix of D2C e-commerce and selective distribution. According to L’Oréal, the brand is expected to record over USD 50 Million of sales in 2021.

“Because of its solid reputation and remarkable product quality, Youth to the People is a favorite among all genders. Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a very strategic addition to L’Oréal Luxe,” said Cyril Chapuy, President of L’Oréal Luxe.

According to Stéphane Rinderknech, President North America & Chief Executive Officer L’Oréal USA, the brand offers “the best of the health-conscious, California lifestyle.