Strand Equity invests in superfood skincare brand Youth To The People

Strand Equity has acquired a minority stake in Los Angeles-based superfood skincare brand Youth To The People. No financial terms were disclosed.


LOS ANGELES, CALIF. (March 27, 2018) – 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 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.”

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 are 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, and clean as what you put in your body. Its precise, custom formulas feature 100 percent vegan ingredients, cold-pressed extracts and earth-friendly packaging.