10 - Joe Cloyes, Youth To The People
In Earned’s 10th episode, Conor sits down with Joe Cloyes, co-founder and CEO of sustainable superfood skincare brand Youth To The People. Inspired by his grandmother, who started her own skincare line as a mother of seven in 1963, Joe and his cousin Greg Gonzalez founded Youth To The People in 2015, and the brand has seen explosive growth since. We dive into YTTP’s impressive growth trajectory and explore the roles that social media, and later a Sephora partnership, played in accelerating the brand’s expansion. We also learn about the challenges of rapid growth, and hear why the brand decided to take on multiple rounds on investments. Joe shares how COVID-19 has shifted the brand’s focus to be “completely digital,” and talks about how YTTP uses its growing social platform to share its voice on all things from skincare to social justice. Finally, we learn how the brand builds long-term relationships with content creators.