Youth To The People receives minority investment from Strand Equity

Strand Equity has announced a partnership with beauty brand Youth to the People with a minority investment.

Youth To The People is a Los Angeles-based skincare company that makes products claimed to be suitable for vegans.

The investment is expected to accelerate Youth To The People’s growth and it will benefit from the experience of Strand Equity’s better-for-you food, beverage and wellness brands.

Youth To The People was co-founded by Joe Cloyes and Greg Gonzalez, who were inspired by their grandmother Eva Friederichs, an esthetician.

With packaging claimed to be environmentally friendly, the company’s products are created by combining superfood ingredients, potent cold-pressed extracts and natural botanicals.

Greg Gonzalez said: “We are excited to join forces with Strand Equity as our team continues to evolve and expand. They understand our vision and will be exceptional partners as we continue to grow within the beauty industry.”

Strand Equity has made investments in Banza, Hippeas, HUM Nutrition, Revive Kombucha, Vita Coco, WTRMLN WTR and Bai Brands, which was sold to Dr Pepper Snapple for $1.7bn in 2017.

Strand Equity co-founder and managing partner Seth Rodsky said: “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.”