It’s 8:00 AM and you’re already dreaming of your green juice, your autonomous moment to indulge in all things wellness, but you skip your morning skincare. You skip it because you’re exhausted. You’re exhausted because you haven’t found “the one.” You haven’t found what’s right for you. And you’ve searched, long and hard, but nothing satisfies you anymore. You’re tired of ignorance and toxicity, drained of being fed nothing you’d ever put into your body.
You eventually discover Youth To The People, and you never skip a routine ever again.
Meet Greg Gonzales, founder of Youth To The People. Born and made in California, the company emits modernity, inspired by youth and powered by superfoods. All vegan. All genders. All skin types.
Skincare was always a family thing. Growing up together, Greg and his cousin and now cofounder, Joe Cloyes, were enthralled by their grandmother’s involvement in esthetics and skincare. Her passion for beauty and wellness led her to develop her own skincare line in 1979, which evidently, inspired many around her. As one of the first to bring botanicals and natural ingredients to the industry, her delivery enabled her to become a pioneer in the world of esthetics. Incredibly enough, she also started the first advanced Skin Institute in the US, aiding in writing the initial aesthetics curriculum for the California State Board of Cosmetology. “She is an image of success,” says Greg.
Growing up in the San Fransisco Bay Area and eventually moving out to Los Angeles, Greg discovered a sudden love and admiration for cold-pressed juicing. Why not take what nourishes the body with antioxidants, vitamins and minerals and apply them topically onto our skin? Carrying on his grandmother’s legacy, Greg’s pursuit to create a modernized skincare line quickly became a full-time career and dedication to create products that tie in science and superfoods. In the beginning, kale and spinach were the two main ingredients that were sourced in the United States with free-radical fighting antioxidants in mind. Cold-pressing plays a huge part in production, since it preserves all the nutrients and goodness in the fresh greens, all made in small batches onwards. Fun fact, Greg and Joe use the same chemist their grandmother used for over 20 years to design the line and ensure good formulations.
Youth To The People emulates a playful identity. Growing up as a Californian allowed Greg to take that identity and integrate it within his brand story and message. Trying to live as healthy and active as possible, all these life elements played such a huge role in the process of creating the company and trying to define its mission. Greg also has a love for music which allows him to take up space in many artistic fields. The entire team at Youth To The People bring something different as individual artists, continuously inspiring and supporting each other.
G R E G S A Y S . . .
Good skincare is nutrient rich.
Try products, see how your skin reacts.
Sleep is so important.
Be here for the people. Love the people.
Youth To The People is free spirited, loving and inclusive.
“Cleanse. Treat. Protect who you are. You are youth.”
A thank you to Greg for inspiring me beyond words. For taking the time to get on a call with me despite our time zone differences. Cheers to Jamie, Babs, Madeline, Hannah, Alysia and Laura for making me feel special. You are so loved.