Pure Beauty

Youth To The People: This cult US skin care brand has landed in the UK

By Sarah Parsons | Published: 8-Apr-2021

The best-selling brand at Sephora is best known for its Superfood Cleanser

Popular US skin care brand Youth To The People has made its debut in the UK.

Founded in 2015, the California brand focuses on superfood-inspired formulations, recyclable packaging and gender neutral marketing.

The indie brand has proven a hit among skin care influencers, including popular YouTube personality Hyram Yabro, and its Superfood Cleanser is the best-selling facial wash at Sephora.

Now available at e-commerce player Cult Beauty, prior to launch, Youth To The People was the retailer's most requested skin care line by consumers.

“As Youth To The People has continued to grow, so has the excitement and demand from our community to expand our regional availability; we've seen the Instagram comments," said co-founders Joe Cloyes and Greg Gonzalez.

"After much exploration, we are excited to partner with Cult Beauty, a pioneer in the industry that has built such a strong community and portfolio of diversely run and owned brands, to widen access in the UK to our pro-grade vegan superfood skin care line."

Housed in glass bottles and jars along with FSC-certified paper boxes, products from the brand include the Superfood Air-Whip Moisture Cream, Superberry Dream Eye Cream, Kombucha + 11% AHA Exfoliation Power Toner and the Yerba Mate Resurfacing Energy Facial.

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