07.19.23
Vegan skincare brand Youth To The People has named Grammy-nominated singer and songwriter Omar Apollo as its first “voice of the brand.”
Apollo—reportedly a longtime fan of the brand's Superfood Cleanser—will go "on air" as the voice of Youth To The People (YTTP), starting July 19, when the company relaunches its Superfood Air-Whip Moisture Cream.
"I'm so excited to be the first brand voice at Youth To The People," said Apollo. "I'm inspired by the brand and everything they bring to the skincare industry and beyond. I'm looking forward to sharing more about the products I love and use every day."
Apollo will appear in upcoming digital and offline experiential campaign moments, according to the brand, which was acquired by L'Oréal in 2021.
Greg Gonzalez and Joe Cloyes, YTTP founders, said they had always been inspired by Omar's “creative talent and connection to his community,"
"Omar is a powerful yet relatable voice of his generation and shares many of the same values," said Gouzelle Ishmatova, YTTP global brand president. "When we learned he was a fan, we naturally gravitated toward a long-term partnership to truly integrate and realize his unique vision alongside ours."
YTTP this year expanded globally, recently launching in the UK with its first-retail experience in London. The brand has plans to enter into new skin and lifestyle categories as it grows its community worldwide.
Apollo—reportedly a longtime fan of the brand's Superfood Cleanser—will go "on air" as the voice of Youth To The People (YTTP), starting July 19, when the company relaunches its Superfood Air-Whip Moisture Cream.
"I'm so excited to be the first brand voice at Youth To The People," said Apollo. "I'm inspired by the brand and everything they bring to the skincare industry and beyond. I'm looking forward to sharing more about the products I love and use every day."
Apollo will appear in upcoming digital and offline experiential campaign moments, according to the brand, which was acquired by L'Oréal in 2021.
Greg Gonzalez and Joe Cloyes, YTTP founders, said they had always been inspired by Omar's “creative talent and connection to his community,"
"Omar is a powerful yet relatable voice of his generation and shares many of the same values," said Gouzelle Ishmatova, YTTP global brand president. "When we learned he was a fan, we naturally gravitated toward a long-term partnership to truly integrate and realize his unique vision alongside ours."
YTTP this year expanded globally, recently launching in the UK with its first-retail experience in London. The brand has plans to enter into new skin and lifestyle categories as it grows its community worldwide.