Youth To The People has named a significant star power as its first-ever voice of the brand.
Grammy-nominated singer and songwriter Omar Apollo will be taking over the role, stepping up to promote the relaunch of the Superfood Air-Whip Moisture Cream, as well as other category-expanding products, the brand said.
“I’m so excited to be the first brand voice at Youth To The People,” said Apollo. “I’m inspired by the brand and everything they bring to the skincare industry and beyond. I’m looking forward to sharing more about the products I love and use every day.”
Through digital and offline experimental campaign initiatives, Apollo will explore the mindsets of healthy skin care and radical acceptance, with pillars that guide the brand in every decision made and how that connection can shape future selves, the company said.
“We have always been inspired by Omar’s creative talent and connection to his community,” said Greg Gonzalez and Joe Cloyes, brand founders. “He lives his truth and brings authenticity to everything he does, and through that inspires others to do the same. Beyond product, this is one of the most important missions of Youth To The People. We are so excited to welcome Omar as the first voice of the brand.”
Youth To The People, which is available for purchase online and at Sephora, will enter new skin and lifestyle categories as it grows, the brand noted.
“Omar is a powerful yet relatable voice of his generation and shares many of the same values,” said Gouzelle Ishmatova, global brand president. “When we learned he was a fan, we naturally gravitated toward a long-term partnership to truly integrate and realize his unique vision alongside ours.”