Growth equity firm, Strand Equity, has recently made a minority investment in superfood skin care brand, Youth To The People. The partnership looks to bring Strand Equity’s knowledge and experience from its portfolio of better-for-you food, beverage and wellness brands to the three-year-old beauty company that uses superfood ingredients, potent cold-pressed extracts and natural botanicals in its formulas.

Youth To The People, which is based in LA, makes skin care items such as cleansers, creams, serums and masks that utilize active beauty ingredients, such as vitamin C and hyaluronic acid, in combination with food items such as kale, spinach and green tea.Youth To The People typically appeals to female millennials in their 20’s and early 30’s. According to the company’s founders, cousins Joe Cloyes and Greg Gonzalez, funding will be used most immediately “to build the team internally and support research for new products, which will support the overall goal of growing the brand and increasing offerings in the superfood category.”

The brand is currently sold in-store and online at Sephora, Anthrolpologie and Free People, and online at YouthToThePeople.com and Dermstore.com. It is also sold in Nordstrom stores. The line is comprised of six sku’s, priced from $35 to $62, not including travel sizes.

Strand Equity’s current and realized investments include Banza, Hippeas, HUM Nutrition, Revive Kombucha, Vita Coco, WTRMLN WTR and Bai Brands, the latter of which sold to Dr. Pepper Snapple for $1.7 billion 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 skin care 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 skin care to the masses.”

Joe and Greg were immersed in the beauty industry at a young age thanks to their grandmother, Eva Friederichs, who founded Eva’s Esthetics in 1979, one of the first American estheticians, who also pioneered natural and botanical ingredients into the U.S. professional skin care industry.