Youth To The People Is Like an Iced Matcha for Your Skin
March 31 | 4 minute read
Words by Christie Sinclair
People everywhere (i.e. all over the internet) are experiencing surprising results when switching from high-intensity workouts to lower-impact exercise like ‘hot girl’ walks and reformer pilates – and the phenomenon of scaling back has reached our skincare routines.
The newest skincare brand to hit MECCA’s shelves all the way from California, Youth To The People, focuses on an intentional, results-driven approach that works with your skin, rather than overworking it.
Loaded with superfoods and high-performance plant-based actives, co-founders and cousins Greg Gonzalez and Joe Cloyes have harnessed the ‘feel-good’ effect of skincare, stripping back the excess and delivering only what skin really needs to function at its best (read: happy).
“We believe skincare should be as nutrient-dense and beneficial as the foods we put in our bodies,” explains the duo. “Superfoods are packed with antioxidants, vitamins, and essential nutrients that support skin health, and when combined with clinically proven actives, they create a formula that truly delivers."
The idea that instead of doing more, it’s about doing better, was something the pair learned from a young age. Gonzalez and Cloyes’ grandmother was a pioneer in professional skincare, and they grew up surrounded by conversations about ingredients, formulas and innovation.
“Our grandmother instilled in us a deep understanding of how skincare can be both powerful and nourishing. She was formulating products for professionals long before clean beauty was a trend, always focusing on quality and efficacy,” they explain. “That foundation inspired us to create Youth To The People with the same commitment to high-performance skincare, but with an emphasis on sustainability and innovation.”
When you formulate in this way, and with a goal to “create skincare that’s universal – formulated for all genders, all skin types, and all routines” every product becomes a staple. One of their first and most viral products, the Kale + Spinach Superfood Face Cleanser, delivers more than just a deep clean. It has an ingredient list that reads like your morning green elixir, “packed with kale, spinach and green tea to deeply cleanse while nourishing and protecting the skin barrier,” the pair explains.
In the same way we’re now working to heal our bodies with slower, smarter movement, Youth To The People is infusing plant-based herbs and adaptogens into their products, helping skin deal with stress and minimising the effects on the complexion.
“Adaptogens, like ashwagandha and reishi mushroom, help skin adapt to stressors, reducing signs of fatigue and inflammation. We’re always researching new ways to combine nature and science to create the most effective formulas possible,” explain Gonzalez and Cloyes.
Part of this new research has involved a focus on the skin barrier, “which is key for healthy, resilient skin” the pair reveals, with some exciting (and top secret) formulas that continue to push the boundaries of what’s possible in skincare. “We’re excited about barrier-supportive skincare and bio-designed ingredients. There’s a growing focus on maintaining a strong skin barrier. Bio-design is also fascinating using lab-grown ingredients to reduce environmental impact while maintaining efficacy.” Stay tuned for more!
