Joe Cloyes
Joe Cloyes co-founded Youth to the People in 2015 with his cousin Greg Gonzalez, fusing his family's three-generation skincare manufacturing background with a superfood-led, vegan formulation philosophy. Acquired by L'Oréal in 2021.
"Superfoods you'd put in your body, applied to your skin."
— Joe Cloyes
Cloyes grew up around skincare manufacturing — his grandmother founded a contract-manufacturing business that supplied independent brands for decades.
He and his cousin Greg Gonzalez launched Youth to the People in 2015 around a Superfood Cleanser made with kale, spinach and green tea. The brand grew rapidly through Sephora and was acquired by L'Oréal in 2021.
Family-business depth + Gen Z ethics is a competitive edge, not a contradiction.
Sustainability is a manufacturing decision before it is a marketing one.
- 2015Co-founds Youth to the People with cousin Greg Gonzalez
- 2017Superfood Cleanser becomes a Sephora hero
- 2021Acquired by L'Oréal