© Youth to the People

Non-Food

L’Oréal Targets Vegan Market as It Acquires Californian Skincare Brand Youth to the People

Cosmetics giant L’Oréal has signed an agreement to acquire Californian skincare brand Youth to the People. The brand is known for producing high-performance vegan products containing superfood extracts. Youth to the People is currently available in the US, Canada, Australia, and some European countries. The company is expected to record over $50 million in sales in 2021 and has received support from investors Sandbridge Capital, Strand Equity, and Carisa Janes. Cousins Greg Gonzalez and Joe Cloyes founded Youth to the People in 2015, inspired by their grandmother who created a similar skincare line 40 years ago. The brand is marketed through a mix of D2C e-commerce and selective distribution. L’Oréal targets the vegan market Many vegans choose to boycott L’Oréal, as the company still tests …

more