Youth To The People

📍 Based in Los Angeles, CA💼 Acquired by L’Oréal in 2021
Youth to the People is a Los Angeles-born, vegan skincare brand rooted in clean beauty ideals. Founded in 2015 by cousins Greg Gonzalez and Joe Cloyes, the company quickly gained a loyal following for its sustainable packaging and commitment to cruelty-free, nutrient-dense ingredients. In 2021, Youth to the People was acquired by L’Oréal, marking a significant milestone in its rapid growth.
The brand is best known for its iconic Superfood Cleanser, a refreshing green juice-inspired gel that blends kale, spinach, and green tea to leave skin balanced and clear. Editor’s note: We’ve tried it ourselves, and it lives up to the hype—gentle enough for daily use. You can find it at major retailers like Sephora, and through the brand’s own Amazon storefront.
In 2025, Youth to the People expanded into sun protection with their Youthscreen SPF line. This new launch marked a departure from their strictly “clean” positioning, using synthetic UV filters such as avobenzone, octocrylene, and homosalate. While chemical sunscreens are FDA-approved and preferred by some for their lightweight feel and clear finish, it’s worth noting that these ingredients are not considered reef-safe. The U.S. National Park Service recommends avoiding them in marine-sensitive areas like coral reefs, where chemical sunscreens have been linked to environmental harm.
Still, Youth to the People maintains transparency about their formulations and sourcing practices.