We want it sooo bad.
Despite its inception in 2015, Youth To The People has been a long time in-the-making. Founded by cousins Greg and Joe, it builds on three generations of skincare know-how, kicked off by their trailblazing grandmother, Eva, who founded her own skincare company in the 70s. "Eva was a pioneer," Joe tells GLAMOUR.
Basically, each formula is like a giant green juice for your skin, and from the reception it's had in the States, people are lapping it up. There's countless testimonials describing the brand's products as "the best I've ever tried" and a handful of the brand's heroes have already scooped accolades and awards from the industry, including Allure's Reader's Choice. The reason? Nothing ground-breaking.
Of course, Youth To The People isn't the only superfood skincare brand out there, so what sets them apart? "We've always been more than skincare. We're a movement," says Joe. "Yes, we create effective formulations that visibly improve your skin, but we also use our platforms to activate positive change for people and the planet. It's who we are, and it's what our community appreciates about us.