Eight years ago cousins Greg Gonzalez and Joe Cloyes launched Youth To The People with the aim to create a skincare brand focused on progressive science using entirely vegan ingredients. While the brand was the duo’s official debut within the skincare world, their journey with all things beauty began many years before the brand’s launch. 

Coming from a family with over 40 years of experience in skilled esthetics, each Gonzalez and Cloyes were raised with the facility of at-home beauty treatments instilled in them. Particularly inspired by their grandmother, Eva, the cousins tapped into her passion for creating professional-grade formulas dedicated to prioritising skin health. Since 2015, their method has proved itself to be effective with their Superfood Cleanser quickly becoming a cult favourite product.

Now almost a decade after launching their brand, the cousin duo are swapping Los Angeles for London to open their very first store. Situated in Spitalfields Market, the space doubles as each a retail shop and an event location, allowing customers to actually immerse themselves within the Youth to The People world. Elsewhere, customers also can get one-on-one time with skin health coaches during 15-to-30-minute “Skin Sessions” to will help them create personalised routines and advice to attain their skincare goals. 

“Greater than a retail space, the Youth Gallery is a hub for the community to attach, create content and experience our products and pro-aesthetician heritage services in real-time,” say Gonzalez and Cloyes. “Our space may have a sturdy event calendar with rotating installations highlighting emerging artists, DJs, and forward-thinkers, to amplify and construct our global community, and reflect on issues necessary to us and folks, like the long run of our planet and social justice.” For the very first featured installation, Youth to The People has 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.

To have a good time the shop opening Youth to The People and Dazed shall be joining forces to host a night celebrating the leading voices in beauty. Hosted by Dazed Beauty’s very own Alex Peters, the essential panel will feature creative director, consultant & editor Nellie Eden. Together they are going to discuss the long run of the sweetness industry and highlight the highest suggestions for running a successful beauty business. Other panels include a conversation with Naz and Matt Foundation about their mission to champion inclusivity for the LBGTQ+ community and a discussion between the founders of Youth To The People concerning the way forward for sustainability in beauty. 

Enroll to attend the panels here.

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.