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Youth To The People opens its first store in east London

The Los Angeles-based skincare company welcomes a new era across the Atlantic

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

Coming from a family with over 40 years of experience in professional esthetics, both Gonzalez and Cloyes were raised with the power 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. Located in Spitalfields Market, the space doubles as both a retail shop and an event location, allowing customers to truly immerse themselves in the Youth to The People world. Elsewhere, customers can also 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 achieve their skincare goals. 

“More than a retail space, the Youth Gallery is a hub for the community to connect, create content and experience our products and pro-aesthetician heritage services in real-time,” say Gonzalez and Cloyes. “Our space will have a robust event calendar with rotating installations highlighting emerging artists, DJs, and forward-thinkers, to amplify and build our global community, and reflect on issues important to us and people, like the future 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 celebrate the store opening Youth to The People and Dazed will be joining forces to host an evening celebrating the leading voices in beauty. Hosted by Dazed Beauty’s very own Alex Peters, the main panel will feature creative director, consultant & editor Nellie Eden. Together they will discuss the future of the beauty industry and highlight the top tips 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 about the future of sustainability in beauty. 

Sign up to attend the panels here.

Youth To The People’s store opens 1 June and will maintain regular store hours of 10 am to 7 pm, Mondays through Saturdays, and 11am – 5 pm on Sundays. Upcoming events to be announced. Find out more information here.