Youth To The People’s Founders Bring California Cool to Your Top Shelf

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Cousins and California natives Greg Gonzalez and Joe Cloyes grew up in a family obsessed with beauty. Their grandmother was a pioneer in high-performance skincare, and they count five aestheticians and cosmetologists among their extended family. So, starting a skincare brand came naturally.

Together, the pair founded Youth To The People. All about powerful ingredients and real results, the plant-based formulations sound like superfood smoothies (think kale, spinach, ginger and berries) made for the skin.

In this episode of MECCA Talks, the duo discusses their beauty-based childhood, blending their family’s heritage with modern values, and the importance of authenticity and community when building a brand.

Click here to shop Youth To The People at MECCA.

Host: Kate Blythe

Show Producer: Kerri Gordon

Technical Producer: Nicole Cooper

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MECCA Talks wishes to acknowledge the Traditional Custodians of the land on which we recorded this episode at our studio in Naarm: the Wurundjeri people of the Kulin nation. We pay respect to Elders – past and present. We recognise their ongoing connection to this beautiful country, with knowledge and stories that have been handed down since time immemorial.

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