Growth equity firm Strand Equity has announced its investment in superfood skincare brand Youth To The People in a bid to boost its foothold in the superfood wellness market.

The investment will see Youth To The People sit alongside Strand Equity’s portfolio of wellness brands, with the capital invested hoped to push the skincare company to become the leading brand in the market.

Seth Rodsky, Strand Equity Co-Founder and Managing Partner, said, “We are continually searching for emerging brands that are about to make a splash in the marketplace. Youth To The People is creating something truly innovative by infusing superfoods into its skincare products and we are thrilled to support the Company in its next stage of growth as it carries out its mission of bringing natural, plant-based skincare to the masses.”

Greg Gonzalez, Youth To The People Co-Founder, continued, “We are excited to join forces with Strand Equity as our team continues to evolve and expand. They understand our vision and will be exceptional partners as we continue to grow within the beauty industry.”