EXCLUSIVE: Youth to the People Shakes Up Hero Category With Second Cleanser Launch

Youth to the People, whose kale-infused Superfood Cleanser is number-one in its category at Sephora, is hoping lightning can strike twice with its latest launch.

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The L’Oréal-owned brand is introducing its Exfoliating + Brightening Superfruit Cleanser, powered by brightening ginger root and vitamin C, plus a mix of natural and chemical exfoliants including papaya and passionfruit extracts as well as salicylic, glycolic, lactic and phytic acids.

Priced at $39, the offering will launch direct-to-consumer and at Sephora on Sept. 2.

“A secondary cleanser was something we’ve always talked about,” said Youth to the People cofounder Joe Cloyes, adding “the stakes are always relatively high for any launch we do — because we don’t launch that many products — but we knew this cleanser would have to stand up and be a great cleanser.”

While antioxidant-rich Superfood — which, according to the brand sells once every minute and has more than 3 million users — bills itself as a “green juice for the face,” Superfruit aims to serve as a hybrid treatment-cleansing step which can be incorporated into one’s regimen when needed.

“It’s almost a three-in-one treatment; it can eliminate that exfoliation step, it [brightens over time] — from that perspective, you’re getting closer to a treatment product versus just a pure cleanse,” said Cloyes.

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Though the founder didn’t comment on sales expectations for the launch, industry sources estimate Superfruit will do between $5 million and $10 million in sales during its first year on the market.

Similar to the brand’s Superberry Dream Cleansing Balm, launched in 2021 to remove makeup and SPF as something of a step-one in a double-cleanse routine, Superfruit is designed for use in conjunction with Superfood.

“[A consumer] could use Superfood each day, and then three to four nights a week use Superfruit — maybe a bit more or less often depending on how their skin reacts to the ingredients,” said Cloyes, adding the cleanser expansion is one of “a few” new products due out within the next year, one of which “has been a very long request from the community.”

The cleanser was seeded to a group of creators , the majority of whom are longtime brand fans, via unmarked lab samples with the aim of “capturing that true, organic feedback,” said Cloyes. “Many of these creators have been talking about our cleanser for years, so we wanted to figure out a way to harness these long-standing relationships, without making it feel too manufactured of a thing.”

Last fall the brand forayed into body care for the first time with a three-product range spanning a cleanser, a scrub and a body butter, priced $39 to $48. The expansion came a few months after the opening of Youth to the People’s first stand-alone retail store in Shoreditch, London.

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