Youth To The People (YTTP) is the skincare brand of the moment. Did I stutter? Cousins Greg Gonzalez and Joe Cloyes launched the brand back in 2015, and it’s been growing ever since—and for good reason. All of the company’s pro-grade vegan products are made from natural ingredients, including plant extracts, combined with a little bit of science to create an organic blend that you can trust and rely on for any and all skincare needs.
With its new store opening in Spitalfields Market in London in June 2023 to support the brand’s recent UK launch, I wasted no time in booking one of its free skin sessions to pamper myself (and help justify my need to splurge on YTTP goodies). But before I let you in on all the skincare secrets the lovely Joris and Hannan from Youth To The People shared with me and the five products I simply had to get for myself, let me give you a quick run-through on why gen Zers, myself included, are so obsessed with the brand.
YTTP really is a family affair as Gonzalez and Cloyes were inspired by their grandmother who founded one of the first skincare institutes in the US, followed by their respective mothers who were both salon owners. It doesn’t get more wholesome than that.
Youth To The People is not only supported by overly passionate mothers, but also has a loyal celebrity fanbase. When looking at stars with flawless skin, it’s often hard to believe that there aren’t thousands of pounds invested in dermatology treatments hidden behind the products they vouch for. When it comes to YTTP, however, this isn’t the case—celebrities are practising what they preach.
His MUA, Brady Lea, told SCREENSHOT: “I love using Youth To The People because not only is it pro-vegan products, it’s actually a great staple to incorporate into any skincare routine. I find that prepping skin with [YTTP] enhances the outcome of getting my celebrity clients red carpet ready.”
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YTTP even hit the hills of Hollywood as Miley Cyrus swapped her Hannah Montana avocado mask for the brand’s finest, while The Witcher’s Mecia Simson’s MUA, Min Sandhu, also used it on the actress. Sandhu is yet another to rave about YTTP, “I’ve been using YTTP in my own skincare regime for a while now and fast became addicted to it, so introducing it to my celeb clients was a no-brainer. I love that the products are clean, vegan, and feel like a real treat for the skin. My clients love it.”
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Now that you’re up to date on why Youth To The People is currently taking TikTok by storm, let’s get back to the advice the two YTTP experts had to share about my skincare routine and the products they recommended. After thinking I avoided teenage acne, I was hit with a burst of adult acne at age 21 and received medical treatment to sort me out. Both Joris and Hannan took my skincare history and tendency for really dry skin into consideration and ran me through the products that would help me achieve my skincare goals without breaking me out. Now, for the fun part, let’s run through all my favourite, tried and tested YTTP products.
YTTP’s Superfood Kale Cleanser is the product that originally put the brand on the map. After going viral on TikTok, every user on the video-sharing platform started eating up everything the vegan brand released.
Cleansing is one of the most important steps in any skincare routine. Your skin instantly feels fresh and rejuvenated no matter what you’re cleansing off. Whether it’s your makeup (and sins) from the night before, the pollution of the big smoke or just your morning face wash, any proficient skincare girlie needs an efficient cleansing option at hand.
The Superfood Cleanser is packed full of kale, spinach and green tea. In fact, there are so many veggies blended into the product you could almost mistake it for a superfood smoothie. This cleanser deep cleans your pores without drying out your skin—as YTTP superfan Cyrus herself said, “you get the best of both worlds.”
Before my visit to YTTP, my skin was gasping for an effective serum. One of my biggest qualms post-acne was my skin texture, so I asked the wonderful skin gurus at the Shoreditch branch to dish out their secrets.
The Triple Peptide + Cactus Oasis Serum is not only named after a place of calm and tranquillity but it transports you there metaphorically. As with any oasis, hydration is at the forefront, the cactus stem encourages your skin to retain moisture while everyone’s favourite, the hyaluronic acid, maintains moisture and plumps your skin. What more could a girl want? Oh, I know, what about anti-ageing qualities? The biopeptides do exactly that. I’m now counting down the days until I get IDed by security.
Every good serum needs an equally good moisturiser to go with it, and after my previous hardcore acne treatment, my skin was definitely in need of a killer combo. YTTP’s Adaptogen Deep Moisture Cream was recommended for me to help reduce irritation, dryness and redness.
Normally, with moisturiser, I’m very much guilty of lathering up the product to compensate for a cream that simply doesn’t work. YTTP’s moisturiser, on the other hand, is a godsend that I will be restocking as soon as it runs out, which luckily won’t be for a while, as a little goes a long way with this product.
Now, as I get older, ageing is something I’m very much worried about. So much so that I actually lose sleep over impending wrinkles. YTTP’s Superberry Dream Eye Cream is here to save the day as it targets all my fine lines and wrinkles while still making my skin look firmer and less tired than ever. One day I will embrace the wrinkles, but today is definitely not that day.
Eye cream is very much something I’d forgotten about in the past. But looking after your eyes is crucial if you want to see the sheer possible outcomes of YTTP products.
Last but by no means least, and my personal favourite, is the Superberry Hydrate + Glow Dream Mask. This product is a skincare overnight sensation, quite literally. This mask has three potential uses. First, as an overnight mask, second as an intense (and I mean intense) night cream, and third as a targeted treatment three times a week. Now that’s what I like to call range.
Not only does the vitamin C and superberry blend make this bouncy mask smell like pudding, but the product itself also combats dullness, brightens and moisturises your complexion—and just all around makes you glow like the sun. Also, for me, the whole process of putting on a mask and looking after your skin just makes you feel a whole lot better and helps relieve any anxieties. It’s called a skincare lifestyle for a reason.