DTC890: Youth To The People Brand Breakdown

Good morning,

We’re back with another Brand Breakdown! 

Founded in 2015 in Los Angeles by cousins Greg Gonzalez and Joe Cloyes, Youth To The People (YTTP) has grown into one of the most beloved clean skincare brands in the U.S. 

Its “skinimalism” philosophy, offering nutrient-rich, superfood-infused formulas, resonates deeply with Gen Z and millennial shoppers.

Hero products like the Superfood Cleanser pair simplicity with efficacy, and the brand’s unwavering commitment to vegan, cruelty-free, and sustainable practices further builds loyalty in a crowded category.

Here’s what you’ll find in today’s DTC:

🥬 Youth To The People Ads Deep Dive
Create winning creatives in a crowded category. 

🚨 Daily Tariff Update
Global postal disruptions.

You’re reading this newsletter along with new subscribers from: Agens AI, The Brick and Perfumania. 👋

🤖 Want To Know Where AI Stands Now In DTC Marketing? This Survey Reveals How 875+ Operators Are Putting It To Work. 

🤔 AI is on everyone’s mind, as it’s become a part of, well, nearly everything in DTC operations.

🎯 But wouldn’t it be nice to know the specifics? Answers to key questions like:

• ➡️ How are brands using AI today? And, where is it having the biggest performance impact?
• ➡️ Who “owns” AI in most companies? And how important is ownership, anyway?
• ➡️ How do marketers really feel about AI? And what’s next to come?

Find the real-world answers in this new report from DTC, with additional insights from Triple Whale. 

👉 It breaks down how 875+ operators are actually using AI, from the measurable impacts to how they’re feeling about where it’s at and where it’s going next.

💡 Get your answers.

💰 From Brand Power to Ad Power: Refining YTTP’s Messaging

As one of the most recognizable names in clean skincare, Youth to the People has built both cultural relevance and serious DTC momentum.

With paid creative playing an increasingly pivotal role in growth, there are still exciting opportunities to refine ad strategy and unlock even greater performance.

We asked Pilothouse what they thought of YTTP’s ad strategy and this is what they had to say.

1️⃣ Static Ad #1

This static ad showcases a trio of products with fresh ingredient visuals (spinach, kale, etc.) against a light backdrop and visually aligns with YTTP’s clean, vibrant aesthetic. 

The image communicates freshness, efficacy, and plant-based benefits in one frame.

That said, in today’s fast-scrolling landscape, presenting multiple products at once (especially in the CPG category) can dilute clarity for new audiences. 

Simplicity often drives stronger results in those first few critical seconds.

Pilothouse Tips:

✅ Lean into brand building but with culture in mind. YTTP has built strong name recognition over the years. That opens the door to evolve beyond traditional campaign frameworks and instead craft creative that feels more native to platform culture—bold, fast-moving, and emotionally resonant.

✅ Isolate the hero. Running individual product-focused assets allows for tighter testing, clearer attribution, and more compelling storytelling.

At Pilothouse we’ve seen significant performance lift when clients isolate hero products and test variations of positioning and angles.

2️⃣ Static Ad #2

This ad beautifully announces YTTP’s new body care line.

The use of rich product photography and a sharp lifestyle backdrop instantly communicates quality.

The orange “NEW” callout is a smart attention-grabber.

The main opportunity here is depth. Featuring multiple products alongside broad claims like ‘healthy, balanced, firm, and glowy skin’ miss an opportunity to go deeper on what truly sets this line apart.

Pilothouse Tips:

✅ Zero in on one product at a time. A launch strategy that gives each item its own moment in the spotlight allows for stronger messaging and better learnings.

Through our Pilot Test methodology, we isolate variables that drive performance so we can double down on what actually moves the needle.

✅ Sharpen the messaging. Broad claims feel safe but aren’t memorable. 

Pilothouse recommends crafting sharper Unique Selling Propositions (USPs) that highlight what’s truly different about this formula e.g. ingredients, texture, delivery system, or innovation story.

‍Keep scrolling to see the video ad breakdown! 👇

😳 You Could Be Wasting Your BFCM If Your Brand Is Making These Common Mistakes. Find Out If Your Order Experience Is Really Ready.

📊 The data’s in on what makes a winning order experience.

💄 Shipfusion tested 110 DTC cosmetics brands and uncovered what happens after the buy button:

• 75% of brands miss out on increasing AOV with no post-purchase offers
• 33% of orders arrived scuffed and over 10% had damaged items
• Nearly 50% of brands used custom boxes but only 36% had branded interiors 

Before the holiday rush hits, see how your brand stacks up and what to fix for a flawless BFCM, no matter what your brand sells. 🛒

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Don’t miss your opportunities this BFCM.

1️⃣ Video Ad #1

This video champions YTTP’s refill pouch for the Superfood Cleanser, a product that already holds #1 bestseller status in Sephora. 

The sustainability angle is on-brand and well-intentioned, reinforcing YTTP’s environmental commitments.

The opportunity? Stronger storytelling. While the format informs, it could more clearly spotlight what’s new and valuable about the pouch in a fast-moving feed environment, especially in an environment dominated by fast, benefit-led messaging.

Pilothouse Tips:

✅ Clarify “why buy.” Especially in times of economic uncertainty, customers need clear value. If the pouch saves money or offers more volume for less, make that front and center. Right now, the ad feels like news but not news that drives action.

✅ Consider channel fit. If the goal is educating loyal customers about a better-value refill format, email may be a better vehicle than paid video. Paid ads need a hook. Either savings, innovation, or surprising new benefits.

2️⃣ Video Ad #2

This is a standout ad! 👏

The video walks viewers through a two-product routine: an original hero (the Superfood Cleanser) paired with a new launch (Papaya and Vitamin C cleanser). 

By clearly demonstrating when and how to use each product, it educates while increasing potential basket size. 

It’s also a clever way to leverage existing product equity to support a new SKU.

Pilothouse Tips: 

✅ Frontload newness. Swapping the product order and leading with the new cleanser (Papaya + Vitamin C) could boost intrigue and hook TOFU audiences faster.

✅ Highlight USPs earlier. The cleanser's benefits and differentiators could be introduced sooner to increase engagement and consideration.

✨ Conclusion

YTTP has carved out a powerful identity: clean formulas, social impact, and superfood inspiration. This is all communicated through fresh creative and consistent branding.

But in today’s competitive skincare landscape, it takes more than brand storytelling alone. 

Winning at both the brand and ad level ensures YTTP continues to lead, connecting with culture, reflecting what consumers value right now, and driving measurable outcomes.

We can’t wait to see what they do next.

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📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

August 28, 2025 update:

• U.S. Imposes 50% Tariff on Indian Goods
  
  • The U.S. hiked tariffs on Indian imports to 50% last week.
    
  • The move aimed at penalizing India's continued purchases of Russian oil. This decision is expected to trim up to 1% off India's GDP and could slash exports from affected sectors by up to 70%. 

• Global Postal Disruption Ensues
  
  • De minimis exemption ends and now tariffs ranging from 10% to 50% or flat fees of $80-$200 must be applied.
    

In response, postal services from nearly 25 countries have suspended U.S.-bound deliveries due to logistical confusion.

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Have you heard our latest podcasts?

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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