Inside Youth to the People’s L.A. Headquarters

Youth to the People — the superfood beauty brand garnering buzz — has been growing. “One person at a time,” said cofounder Greg Gonzalez inside the company’s new headquarter space in downtown Los Angeles’ Arts District, located on 708 Traction Avenue. Gonzalez started Youth to the People with his cousin and business partner Joe Cloyes. It was just the two of them at first, and by the end of 2017, the team had grown to five. “We’ve hired almost 50 people in the last two years,” said Cloyes. They’re still filling a few positions and plan to reach the mid-50s in total, they said. Originally from the San Francisco Bay Area, the duo has been immersed in the skin-care business from a young age. Their grandmother, Eva, created her own line in 1979, becoming one of the first American aestheticians to bring natural, botanical ingredients to the U.S. A photograph of her, along with images of Greg’s mother and an aunt, who now run the Oakland-based business, are showcased in the entryway of the flagship. “We’re incredibly passionate to live on our grandmother’s legacy,” shared Gonzalez. “What was exciting was being able to take the three generations of formulas and experience but reimagine it from

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