Youth To The People has attracted young male and female consumers with its transparent and healthy brand positioning of superfood ingredients. After the product was launched, the founders sent the product to Kols/KoCs on Instagram to try it out, and these users used the product and recommended it to their friends, which formed the first batch of torrent users. In just eight months, Youth To The People was invited to Sephora. In 2018, Youth To The People raised $2 million from Strand Equity, a private equity fund.
Youth To The People was founded in Los Angeles, California in 2015 by two Cousins, Joe Cloyes and Greg Gonzalez. The founder has always emphasized the profound influence of family heritage on the creation of the brand: the founder's grandmother Eva founded her own skin care salon Eva's Esthetics as early as 1979, the grandmother has seven children, of which aunt Lori and Greg's mother Lisa inherited grandmother Eva's skin care business. Although Youth To The People has only been around for five years, it already has 40 years of skin care experience inherited by the entire family.
In 2015, the concept of healthy eating with superfood ingredients swept across the United States, and various superfood vegetable juices sprang up. Especially in Los Angeles, "kale" juice is everywhere. That's when Joe Cloyes and Greg Gonzalez had their epithet: Superfood kale could be added to skin care! So the two turned to grandmother Eve's cosmetics pharmacist and factory resources for product development.