Youth To The People make natural anti-ageing skincare products ‘powered by superfoods’ and ‘perfected by science’ …oh so their tag line goes. I have stalked them in a majorly obsessive way for a long time now SO earlier this year when I found out they were going to be landing at Sephora Aus – I got way too excited and needed to lie down.
Fast forward half a year later and their products have officially landed at Sephora Aus. Both in store and online and I cannot deal. (Well, actually I totally can – my wallet can’t).
Anyway, to launch their skincare line, when founders and cousins Joe Cloyes and Greg Gonzales were in Australia recently (and in between my toddler’s naps) I was lucky enough to sit down (fan girl) with them for a chat about their brand, their approach to picking their ingredients, making their products, health, anti-ageing and more.
Because while these skincare products might seem a little millennial and fuelled by the power of social media, they have my heart and actually work. Plus, they are very unisex and I highly recommend, leaving said products in your bathroom/getting your partner on board to try them so you can both age gracefully together.
Anyhoo, enough babbling. If you are Aussie/have never heard of the brand you can find out a little more about it via our chat below!
Tell us about Youth To The People. What was the catalyst that led you to launch your own skincare line?
We’re cousins and our grandmother created her own skincare line over thirty years ago. She was a pioneer who brought botanicals and natural ingredients to the industry. More recently we were both inspired by the cold pressed juicing revolution. We loved the idea of green superfoods being juiced. And we set out to gather those benefits from green superfoods – the vitamins, minerals, phytonutrients, and antioxidants – and to apply them topically for your skin’s health and youth.
What makes Youth To The People different?
Our line is built on pairing what’s best in superfoods with what’s most effective in science for age prevention. We manufacture, fill, and package our products in California. We use only cold pressed extracts to ensure the nutritional integrity and density of our ingredients. We make our line in small batches. Our ingredients are 100% vegan. We don’t use parabens, fragrances, or added color. And we never test on animals.
What is your approach to choosing ingredients and ensuring your skincare works?
Kale, spinach, and alfalfa are the trifecta of leafy greens that inspired us. These three superfoods have extremely high concentrations of free radical-fighting antioxidants, phytonutrients, skin-beautifying Omega 3 fatty acids, anti-inflammatory properties, and reparative vitamins. One of our most recent products – the Age Prevention Superfood Mask – incorporates superfoods from land and sea, letting spirulina and microalgae go to work for your skin’s hydration. As whole and clean as our superfood ingredients are, we believe in pairing what’s best in nature with what’s most efficient for age prevention in science. We combine ingredients like kale, spirulina, and spinach with Tripeptides and Hyaluronic acid.
Who did you create Youth To The People for?
Youth to the People is designed for all people and all skin types. A line that is effective but simple enough to fit into all lifestyles.
Tell us about your daily skincare routine what products do you use in the morning and evening?
It all starts with our Age Prevention Cleanser $47.00. In the morning, it freshens and balances skin’s pH and prepares skin for free-radical fighting serums and creams so they’re more effective in protecting your skin from toxins in the environment. At night, it removes the day’s makeup, pollutants, toxins, and build-up in pores.
Are there any Youth To The People products that you can’t live without?
We use all our products on the regular! The five add up to a healthy skin care regime.
If you were to provide somebody with essential anti-ageing skincare advice what would you say?
If you’re committed to keeping your skin looking young, you’ve got to start with the right cleanser, one that really penetrates pores and cleanses away buildup. Our cleanser is phenomenal at cleansing thoroughly, without being harsh on skin. The cold-pressed kale and spinach in our cleanser are stars at purifying and calming all skin types.
Considering it seems to be a little harder to get a male into skincare how would you coax them into approaching a couple of products in the skincare world?
It’s about being healthy and putting your best you forward. Our parents’ generation may still feel hesitant about taking care of themselves, but a lot of guys in their twenties and thirties understand the importance of treating their complexions like they matter.
Do you notice a difference in the younger population’s approach to skincare in comparison to people who are now let’s say in their 30’s – 40’s?
Sure, younger people seem to take a more holistic approach to skincare. They’re focused on nutrition, juicing, eating superfoods, and buying brands that reflect their ideals. People in their twenties and thirties also aren’t learning about new brands like their predecessors used to. Youth to the People was built with the support of social media influencers. Our Instagram feed is representative of the huge role they’ve played in showing love for our products.
What is your approach to diet and exercise? Do you eat a certain way? Any exercises that are your go-to’s?
What we eat matters for our skin and health. We’re always traveling, but we’re both dedicated to making time to hit the hotel gym and an effort to seek out restaurants that use fresh, clean, and local ingredients. We practice our brand’s ethos living a Healthy active lifestyle. You can’t go wrong with push-ups, pull ups and a good run.
Do you believe there’s more to good skin than just skincare? What else should we be doing that might have anti-ageing benefits?
Drinking plenty of water can’t be touted enough – hydration works to flush toxins from the body and keep skin at its most youthful.
Do you have any further plans for Youth To The People? Any new products on the horizon? Would you ever launch a makeup range?
Our goal is to create the best possible products with the best ingredients. Superfoods + science. We’ll go where experience, research, and our ethos tells us to. We have a few exciting things in the works, and right now, we’re not ruling anything out. Stay tuned for exciting developments.
If you weren’t doing what you’re doing now where do you think you would be?
You could say Youth to the People is a destination we’ve both been traveling toward our whole lives. We don’t want to imagine scenarios where we’re not here – we’re both too happy!
Images: Youth To The People; Follow my blog with Bloglovin
Tell me babez, have you tried Youth To The People before? Thoughts?