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 beauty industry, the duo came together to honour their grandmother's esthetician legacy and bring innovative skincare to the masses.

This past weekend, Youth To The People crossed the Atlantic to officially launch in the UK. The two-day event kickstarted on Thursday with the inauguration of the store. With everything from a party to a morning filled with inspiring panels, the two-day event celebrated the community and freedom Youth To The People champions.

In case you were not able to make it to London for the events, here is what went down.

THE FIRST INTERNATIONAL STORE OFFICIALLY OPENED

Pin It — Courtesy of Youth To The People

YTTP(Store Launch)61 — Courtesy of Youth To The People

Located in Spitalfields Market, the store is the first in the UK and stocks all of 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 find a skincare routine to achieve their skin goals.

The store is now open and you can find it located on 103A Commercial Street, Spitalfields, London E1 6BG. 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.

INFLUENCERS IN THE WILD! THEY THREW THE FIRST BIG SUMMER PARTY

Bree Runway dazed youth to the people party — Photography by Moeez Ali. Courtesy of Youth to the People

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

THERE WAS AN A TRIPPY FLOWER HOUSE

YTTPXDAZED221 — Courtesy of Youth To The People

Aside from being completely transformed with Youth To The People images, the star of the show was an installation which sat in the middle 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 form of a huge immersive flower house. The inside of the house was covered in a soft, squishy material that made you feel like you were looking at a flower's intestines.

The brand’s commitment to art extends to the store 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.

PANEL TALKS LOOKED TO THE FUTURE OF ALL THINGS BEAUTY

YTTPXDAZED270 — Courtesy of Youth To The People

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

The second panel saw YTTP’s Brand Business Director, Ségolène Rousseau unpack how to 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 final panel was spearheaded by the Naz & Matt Foundation and was focused on welcoming open discussions on how to tackle homophobia.