Youth To The People, the L'Oréal-owned skin care brand, is about to open its first-ever store.
Founded in 2015, the superfood-inspired brand gained a cult-like following thanks to celebrity-backing, including model Kaia Gerber and influencer Hyram Yarbro.
L'Oréal acquired Youth To The People in 2021.
The Kale + Green Tea Superfood Cleanser, Youth To The People's hero product, is a best-selling face wash at Sephora US and racked up a 3,000-strong waiting list on Cult Beauty after launching in the UK.
But for its first store worldwide, Youth To The People has chosen the British capital in the heart of fashionable East London.
The upcoming store will be in food and retail destination Spitalfields Market.
The Shoreditch area shopping hub is fast becoming a destination for beauty brands thanks to the local affluent and trend-focused demographic.
Deciem's The Ordinary, Benefit Cosmetics, NARS and Space NK currently have outlets in Spitalfields Market.
Cosmetics Business has found job adverts posted by L'Oréal on LinkedIn for the upcoming store, including a Store Manager, Deputy Store Manager, Team Leader and Skin Coach.
The job advert for the Store Manager details "with this being the only YTTP store in the UK and first globally to launch, you will be self-driven to promote brand awareness through strong eventing plans".
Social media content will also be produced from the store as will the brand's UK virtual consultation service.
A date for the store opening has not yet been confirmed.
