L’Oréal announced Wednesday that it had entered into an agreement to acquire Youth to the People [YTTP], the vegan skin care brand founded in 2015 that uses superfood extracts and potent cold-pressed extracts in its formulas. Founded in Los Angeles in 2015 by cousins Greg Gonzalez and Joe Cloyes, the brand was inspired by their grandmother, Eva Friederichs, who started a professional skin care line in 1979. The brand’s growth has been supported by its investors, Sandbridge Capital, Strand Equity and Carisa Janes. Sold in the U.S., Canada, Australia and in select European countries via online and brick and mortar, YTTP is expected to generate $50 million in sales in 2021. The brand’s founders and team will operate from L’Oreal’s West Coast division.

Strand Equity made a minority investment in the brand in 2018. Popular products include Superfood Air Whip Moisture Cream ($48), which uses kale, spinach and hyaluronic acid, and Mandelic Acid + Superfood Unity Exfoliant, ($38) which uses a combination of AHA, BHA and PHA.

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