L’Oreal purchases US vegan brand Youth to the People

L’Oreal acquires US vegan brand, Youth to the People

L’Oreal now welcomes Youth to the People to its skincare brands. The brand originated in 2015 by Greg Gonzalez and Joe Cloyes (cousins).

“Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a very strategic addition to L’Oreal Luxe,” said Cyril Chapuy, president of L’Oreal Luxe. 

Cyril further adds, “The brand’s core values and distinctive spirit reflected in its initiatives to smplify diverse voices, build a fairer world and enhance consciousness of the planet will be further celebrated at L’Oreal not only because they are precious to us, but because they are very true to our own values.”

The investors for the brand include: Sandbridge Capital, Strand Equity and Carisa Janes. Its products are in the US, Canada, Australia and in some parts of Europe.  The brand is expected to make more sales further.

“We founded Youth to the People to continue our family’s legacy of making skincare and to inspire and represent our community,” said Cloyes and Gonzalez. 

“Joining the L’Oreal family gives us the opportunity to realize all the dreams of Youth to the People.”