Strand says the partnership brings its “wealth of knowledge and experience from its portfolio of better-for-you food, beverage and wellness brands” to Youth To The People and positions the Los Angeles-based brand for "accelerated growth as it strives to become the leading superfood skincare brand in beauty.”
Youth To The People was co-founded by cousins Joe Cloyes and Greg Gonzalez who were immersed in the beauty industry from a young age. Their grandmother, Eva Friederichs, founded Eva's Esthetics in 1979 and is regarded as one of the first American estheticians and the first to bring natural and botanical ingredients into the US professional skin care industry. The firm formulates superfood ingredients cold-pressed extracts, natural botanicals and earth-friendly packaging.
Strand Equity current and realized investments include Banza, Hippeas, Hum Nutrition, Revive Kombucha, Vita Coco, WTRMLN WTR and Bai Brands, which sold to Dr. Pepper Snapple for $1.7 billion in 2017, among others.
“We are continually searching for emerging brands that are about to make a splash in the marketplace,” said Strand Equity co-founder and managing partner Seth Rodsky. “Youth To The People is creating something truly innovative by infusing superfoods into its skincare products and we are thrilled to support the Company in its next stage of growth as it carries out its mission of bringing natural, plant-based skincare to the masses.”
“We are excited to join forces with Strand Equity as our team continues to evolve and expand,” said Gonzalez. “They understand our vision and will be exceptional partners as we continue to grow within the beauty industry.”