Youth to the People, US based natural anti-aging skincare brand has launched exclusively into Sephora Australia. The brand focuses on making natural anti-aging skin care products powered by superfoods and perfected by science and since its launch they’ve developed a reputation for combining the best of science and the best of nature. Founders and cousins Joe Cloyes and Greg Gonzales were recently in Australia and we caught up with them to find out a bit more about the brand.

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You’ve got such a great story for how you started Youth to the People – you were inspired by your Grandma Eva to develop a natural skincare range that combines the best of science and the best of nature. What did she do to inspire you both to establish and build the brand?


Grandma was an entrepreneur who worked tirelessly to build her company from the bottom up. She was inspired to get into skincare because she loved helping people become their healthiest and most confident selves. That’s why she cared so much about using the best botanical ingredients. The better ingredients, the more effective your products. We adopted this same unrelenting dedication to quality. Like our grandma, we care about every ingredient and strive to make the most effective products. We were inspired by her use of botanicals, updated the wisdom by utilizing superfoods that are among the densest with age prevention nutrients, and have paired the natural with the best in cutting edge science.


Youth to the People has one mission – apply the benefits of superfoods + science. For those that are unfamiliar with the brand, what superfoods do you use in your range and how do you harness the benefits of the superfoods in your skincare range?


Our range was designed around harnessing the most effective and nutrient-rich superfoods out there. Our research led us to start with kale, spinach, green tea, and alfalfa. Those leafy green superfoods are the superfood foundation of our products. In our most recent product launch, the Age Prevention Superfood Mask, we’ve added superfoods from the sea – spirulina and microalgae. We cold press our extracts to ensure they maintain the highest levels of antioxidants, phytonutrients, minerals, and vitamins, and that no value is lost by the heating of ingredients. These superfoods purify skin, leave trace antioxidants behind to protect skin, neutralize free radicals and environmental stresses, boost collagen production, brighten skin tone, and firm and tighten complexions.

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All your products are made and packaged in California as well as being all natural. How important has it been to keep everything home grown and natural?


We were born and raised in California, like our products. We built the brand here and Youth To The People embraces a natural, healthy, and active lifestyle. We partnered with the same local suppliers used in our grandmother’s business to ensure quality. We’re also dedicated to minimizing our environmental footprints by using glass bottles for our range that are recyclable, making our range locally, and following sustainable business practices that are gentle on our planet.


For those that aren’t familiar with the brand, what are some of your best sellers/must haves and why?


The brand has five amazing products that we consider must-haves. The original three, our Age Prevention Superfood Cleanser, Age Prevention Superfood Serum, and Age Prevention Superfood Moisture Cream are still our most popular, and we recommend them as skincare basics. Those three products are your healthy-skin foundation.


We’re in the midst of Winter, what are some of the tips you have to maintain the health of your skin and do you have any suggested Youth to the People products that would help this season? 


Keeping skin hydrated in weather that is cold and dry is key. Dried out skin looks dull. Severely dehydrated skin can succumb to the premature signs of aging.

None of our products will dry skin out, but in particular we suggest trying our Age Prevention Moisture Cream and our Age Prevention Superfood Mask. Both products will hydrate and balance your skin. Both will protect your skin from harsh winter climates.


What’s behind the name Youth to the People?


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. Our company name evokes that unity.

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