Show Notes: In this podcast episode, Greg Gonzalez, co-founder of Youth to the People, shares his transition from aspiring athlete and musician to beauty entrepreneur. He discusses the brand's inception, emphasizing its creative roots and purpose-driven approach. Greg and his cousin Joe leveraged their family's skincare heritage to create a unique product line inspired by the wellness trend in Los Angeles. Despite a modest marketing budget, they used social media and trade shows to build momentum. The brand's growth led to a strategic partnership and eventual acquisition by L'Oréal, marking a significant milestone in their journey towards global expansion. Throughout, Greg reflects on the personal challenges of entrepreneurship and the importance of community engagement. About Greg Gonzales: Greg Gonzalez, Chief Brand Officer and Co-Founder of Youth To The People, was born and raised in the Bay Area. He studied music and played professional baseball with the New York Mets before joining his family’s multi-generational professional skincare company. Soon after, Greg discovered his passion for branding and product development, which inspired him to create a design-centric brand focused on sustainability and creating change in the world.Together with his cousin Joe, they founded Youth To The People in 2015. Today, both Greg and Joe continue to build the brand as part of the L’Oreal family. Timestamps: Greg's Origin Story (00:00:13) Greg shares his journey from music and baseball to skincare and the creative world. Transition to Skincare (00:02:42) Greg's transition from playing baseball and making music to working in his family's skincare business. Changing Consumer Demands (00:12:43) Discussion about the increasing demand for high-quality, clean products and the changing consumer landscape. Inception of Youth to the People (00:14:31) Greg's move to LA, the inspiration from the wellness revolution, and the idea that led to the inception of Youth to the People. Building the Brand (00:17:23) Greg discusses the partnership with his cousin, mom, and aunt to start the brand and the initial vision. Preparation for Launch (00:18:18) Greg talks about the internal work, brand building, and preparations for launching the brand from 2013 to 2015. Proof of Concept (00:19:09) Greg explains the importance of proof of concept before raising capital and the learning phase in year one. Engaging with the Community (00:20:54) Greg discusses using social media and trade shows as listening tools and engaging with the community. Raising Capital (00:22:14) The decision to raise capital to fulfill demand, build the team, and scale the brand. Acquisition Journey (00:26:11) Greg shares the journey towards the acquisition by L'Oréal and the importance of building trust and relationships. Global Expansion (00:28:29) Greg discusses the decision to partner with L'Oréal for global expansion and the alternative paths. Life After Acquisition (00:30:15) Greg talks about the international focus, team building, and learning through the integration into a larger organization. Engaging with the Community (00:31:42) Greg emphasizes the importance of caring and staying connected with the community for brand engagement. Future Conversations (00:32:36) The discussion concludes with plans for future conversations about personal challenges and tough moments in growing the brand. This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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