07.19.23
Youth To The People (YTTP), acquired by L'Oreal in 2021, is announcing its first-ever collab—with Grammy-nominated singer and songwriter Omar Apollo. Apollo is a longtime fan of the brand's cult favorite Superfood Cleanser, YTTP says.
The singer will go "on air" as the voice of YTTP starting July 19th, with the re-launch of its Superfood Air-Whip Moisture Cream, and will step up to the mic for the brand's best selling Cleanser, Air-Whip, and upcoming category-expanding launches.
"I'm so excited to be the first brand voice at Youth To The People," said Apollo. "I'm inspired by the brand and everything they bring to the skincare industry and beyond. I'm looking forward to sharing more about the products I love and use every day."
Through upcoming digital and offline experiential campaign moments to be announced, Apollo will explore the mindsets of healthy skincare and radical acceptance—pillars that guide the brand in every decision they make—and how our connection to that mentality within our daily rituals can shape our future selves and serve as unconventional platforms for authentic expression, wellness, and creativity.
"We have always been inspired by Omar's creative talent and connection to his community," said Greg Gonzalez and Joe Cloyes, Brand Founders. "He lives his truth and brings authenticity to everything he does, and through that inspires others to do the same. Beyond product, this is one of the most important missions of Youth To The People. We are so excited to welcome Omar as the first voice of the brand."
YTTP is known for its pro-grade vegan skincare and lifestyle products, and launched its first fragrance last September. This year, YTTP expanded globally, recently launching in the UK with its first-ever retail experience in London. The brand has plans to enter into new skin and lifestyle categories as it grows its community worldwide.
