It has been almost a decade since cousins Joe Cloyes and Greg Gonzalez launched their skincare brand Youth To The People. Drawing inspiration from their family’s history in the sweetness industry, the duo got here together to honour their grandmother’s esthetician legacy and produce modern skincare to the masses. 

This past weekend, Youth To The People crossed the Atlantic to officially launch within the UK. The 2-day event kickstarted on Thursday with the inauguration of the shop. With every thing from a celebration to a morning crammed with inspiring panels, the two-day event celebrated the community and freedom Youth To The People champions. 

In case you weren’t in a position to make it to London for the events, here’s what went down.  

Situated in Spitalfields Market, the shop is the primary within the UK and stocks all the brand’s cult products including the famous Superfood Cleanser. Attendees can get specialised advice from Skin Health Coaches during 15 minute “Skin Sessions” and discover a skincare routine to realize their skin goals.

The shop is now open and yow will discover it situated on 103A Business Street, Spitalfields, London E1 6BG. Youth To The People’s store opens 1 June and can maintain regular store hours of 10 am to 7 pm, Mondays through Saturdays, and 11am – 5 pm on Sundays. Upcoming events to be announced. Discover more information here. 

On Thursday night beauty influencers from all around the country arrived at a warehouse in Shoreditch to have a good time the launch. With an array of DJs, including Youth To The People’s very own Greg Gonzalez, the night was the last word welcome party to London. Walking around you’d see special appearances from Bree Runway, Dazed 100er Darkwah and models Ikram Abdi Omar and Rahi Chadda. At one point the dancefloor was an impromptu ballroom, with guests voguing to songs off Renaissance. 

Apart from being completely transformed with Youth To The People images, the star of the show was an installation which sat in the course of the party and panel venue. Created by Lydia Chan, a set designer and multidisciplinary artist best known for her maximalist work, the installation took type of an enormous immersive flower house. The within the home was covered in a soft, squishy material that made you’re feeling such as you were a flower’s intestines. 

The brand’s commitment to art extends to the shop as well. For the very first featured installation, Youth to The People invited Obvious, a French art collective most famously known for its technology-driven AI installations, to inaugurate the space with a specially commissioned art piece.

Hosted by Dazed Beauty editor Alex Peters, the very first panel was entitled ‘The Way forward for Beauty’ and invited creative director, consultant & editor Nellie Eden and makeup artist Athena Paignton to debate the state of the sweetness industry.

The second panel saw YTTP’s Brand Business Director, Ségolène Rousseau unpack how one can run a conscious and mindful business. She was joined by several founders of environmentally conscious brands including co-founder of Youth To The People Greg Gonzalez. The ultimate panel was spearheaded by the Naz & Matt Foundation and was focused on welcoming open discussions on how one can tackle homophobia.