Youth To The People’s Founders Bring California Cool to Your Top Shelf

Cousins and California natives Greg Gonzalez and Joe Cloyes grew up in a family obsessed with beauty. Their grandmother was a pioneer in high-performance skincare, and they count five aestheticians and cosmetologists among their extended family. So, starting a skincare brand came naturally. 

Together, the pair founded Youth To The People. All about powerful ingredients and real results, the plant-based formulations sound like superfood smoothies (think kale, spinach, ginger and berries) made for the skin. 

In this episode of MECCA Talks, the duo discusses their beauty-based childhood, blending their family’s heritage with modern values, and the importance of authenticity and community when building a brand. 

Hit play to listen to the conversation on The MECCA Memo or head to your favourite podcast app (like Spotify or Apple Podcasts) to listen.