Strand Equity Announces Investment in Beauty Brand Youth to the People to Advance Its Growth of Superfood Skincare | Business Wire

LOS ANGELES–(BUSINESS WIRE)–Strand Equity, a leading growth equity firm investing in the next

generation of iconic consumer brands, is teaming up with superfood

skincare brand, Youth To The People (or the “Company”), with a minority

investment. This partnership brings Strand Equity‘s 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.

Strand Equity adds value to its portfolio companies through its

marketing and operational expertise as well as its extensive network of

industry relationships.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 $1.7bn in 2017,

among others.

“we're 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're 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.”

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 U.S. professional

skincare industry. This influence inspired Cloyes and Gonzalez to create

Youth To The People, driven by the philosophy that what you put on your

skin should be as whole and nutrient-rich as what you put into your

body. The Company utilizes the combination of superfood ingredients,

potent cold-pressed extracts, natural botanicals, precise custom

scientific formulations and earth-friendly packaging to keep skin

looking and feeling young.

“we're excited to join forces with Strand Equity as our team

continues to evolve and expand,” said Youth To The People Co-Founder

Greg Gonzalez. “They understand our vision and will be exceptional

partners as we continue to grow within the beauty industry.”

For more information on Youth To The People, please visit

For more information on Strand Equity, please visit


Strand Equity is a Los Angeles-based growth equity firm investing in the

next generation of iconic consumer brands. Strand Equity is led by a

team of experienced and successful investors and entrepreneurs. With a

permanent capital base, Strand Equity maintains a flexible approach to

structure and partnership, enabling dynamic entrepreneurs and management

teams to accelerate growth and build durable businesses.


Youth To The People was created with one simple mission in mind: what

you put on your skin should be as whole, nutrient-rich. Clean as

what you put in your body. Its precise, custom formulas feature 100

percent vegan ingredients, cold-pressed extracts and earth-friendly


for Strand Equity
Liz Duggan
[email protected]
Rebecca Campbell
[email protected]