L’Oreal has added American vegan skincare brand, Youth to the People, to its portfolio of skincare brands. 

Founded in 2015 by two cousins, Greg Gonzalez and Joe Cloyes, the brand is known for formulas that combine premium vegan blends of superfood extracts with science. 

“Its skincare expertise based on healthy, vegan, high-efficacy formulas make it a very strategic addition to L’Oreal Luxe,” said Cyril Chapuy, president of L’Oreal Luxe. 

“The brand’s core values and distinctive spirit reflected in its initiatives to amplify diverse voices, build a fairer world and enhance consciousness of the planet will be further celebrated at L’Oreal not only because they are precious to us, but because they are very true to our own values.”

The brand’s investors include Sandbridge Capital, Strand Equity and Carisa Janes. Its products are available across the US, Canada, Australia and selected European countries. The brand is expected to record more than US$50 million of sales this year.

“We founded Youth to the People to continue our family’s legacy of making skincare and to inspire and represent our community,” said Cloyes and Gonzalez. 

“Joining the L’Oréal family gives us the opportunity to realise all the dreams of Youth to the People.”