Youth To The People (YTTP) has appointed American singer-songwriter Omar Apollo as its first brand ambassador.
The Grammy-nominated performer will serve as the face of YTTP’s relaunched Superfood Air-Whip Moisture Cream.
He will also front the L’Oreal-owned brand’s Air-Whip cleanser and a series of upcoming category-expanding launches.
"I am inspired by the brand and everything they bring to the skin care industry and beyond,” said Apollo.
“I am looking forward to sharing more about the products I love and use every day."
The vegan skin care brand is currently working on a soon to be announced experiential campaign in collaboration with Apollo.
The content will explore how skin care is linked with mental health and wellbeing.
Apollo began his musical career playing music at his local church in Indiana, America, and was picked up by music fans in 2017 when he uploaded his song Ugotme to Spotify.
The musician’s style blends pop and soul together and in 2022 he would release Ivory, his debut studio album, which led him to be nominated for Best New Artist at the Grammys in 2023.
"We have always been inspired by Omar's creative talent and connection to his community," added Greg Gonzalez and Joe Cloyes, founders of YTTP.
"He lives his truth and brings authenticity to everything he does, and through that inspires others to do the same.”
YTTP launched its first-ever global retail store in the UK in June 2023, located at Spitalfields Market in East London.
It originally entered the British market in 2021 through e-commerce player Cult Beauty.
Founded in 2015, the California brand focuses on superfood-inspired formulations, recyclable packaging and gender neutral marketing.