Home » Beauty

Omar Apollo’s Skincare Journey: Becoming the Face of Youth to the People

A Grammy-nominated artist embraces authenticity and self-care as the first brand ambassador for Youth to the People, inspiring the next generation.

By Medha deb

Created on Oct 2, 2025

Omar Apollo’s Skincare Evolution and Role with Youth to the People

In an industry eager to blend authenticity with innovation, Grammy-nominated singer-songwriter Omar Apollo has emerged as a groundbreaking figure. Apollo, known for his genre-defying music and dynamic self-expression, has joined acclaimed skincare brand Youth to the People as their first-ever brand ambassador. More than a mere celebrity endorsement, the partnership underscores the evolution of men’s roles in modern beauty while providing a window into Apollo’s unique and relatable journey with self-care.

The Announcement: Omar Apollo as the First Face of Youth to the People

July 2025 marked a historic crossroad in beauty and music culture when vegan skincare and lifestyle brand Youth to the People (YTTP) announced Omar Apollo as their inaugural “voice of the brand”. For YTTP — a label born from a progressive mission and recently acquired by L’Oréal — the decision wasn’t about following trends but about spotlighting someone whose values uniquely resonate with its community.

Omar’s appointment launches alongside the relaunch of the bestselling Superfood Air-Whip Moisture Cream and the universally loved Superfood Cleanser. These product pillars anchor the campaign while amplifying Apollo’s lifelong commitment to meaningful skincare. Brand leaders Greg Gonzalez and Joe Cloyes described their new ambassador as a “powerful yet relatable voice of his generation” whose “creative talent and connection to his community” reflect youth-driven authenticity.

Roots of a Ritual: Omar’s Early Skincare Inspiration

Apollo’s immersion in skincare began long before the industry took notice. Raised with a practical approach to wellness, he credits his mother for teaching him to care for his skin, starting with household favorites like coconut oil. This familial influence became a foundation for his curiosity and commitment to skincare products as he matured. As Apollo recalls, “When I first got money, I started spending it all on skin-care products.”

Mother’s Influence: Early ritual of coconut oil for hydration and protection
Discovery of YTTP: Superfood Cleanser became an instant staple years before endorsement
Passion for Product: Spontaneous, authentic product use that caught the brand’s eye via GQ’s Grooming Gods series

This passion and authenticity set Apollo apart in an often-curated space, reinforcing his suitability as YTTP’s spokesperson.

The Partnership: A New Era for Gender and Skin

The appointment of a male ambassador like Apollo is part of a broader evolution in the beauty world. With Gen Z’s embrace of genderless self-care and open vulnerability, Apollo’s partnership aligns with an industry-wide trend. According to YTTP’s global brand president, Gouzelle Ishmatova, “Omar is a perfect match for us. He loves skin care. He uses our products authentically. And he also represents the current generation — super vulnerable, very open.”

Historical Rarity: Few male faces in mainstream skincare; this is quickly changing with celebrities like Brad Pitt and John Legend entering the sector
Gen Z Engagement: Apollo’s social media presence (831,000+ Instagram, 632,000+ TikTok) enables direct connection with younger, diverse audiences
Relatable Representation: Apollo brings much-needed diversity to the conversation around men and skincare

Youth to the People’s strategy is more than visibility — it’s about authenticity, representation, and sparking conversations on openly caring for oneself.

Beyond Products: Youth, Wisdom, and Everyday Rituals

A central pillar of Apollo’s debut as ambassador is the short film “Youth in 10 Steps”, developed in collaboration with YTTP. Blending a get-ready-with-me vibe and introspective humor, the campaign balances practical routine with moments of gentle wisdom and familial affection. From applying moisturizer to calling his mom for advice (and to dissuade her from questionable business schemes), the film showcases Apollo’s laid-back, genuine approach to self-care, capped with the recurring advice: “Call your mom and dad.”

Step-by-Step Rituals: Skincare application, cold showers, humor, and staying in touch with family
Collaboration and Authenticity: Apollo deeply involved in creative process, even breaking into freestyle song organically on set

This campaign, according to Ishmatova, was shaped by Apollo’s spontaneity — capturing not only product routines, but moments of unfiltered expression that resonate deeply with today’s youths.

Youth to the People: Brand Mission Meets Musical Influence

Youth to the People, recognized for its vegan, cruelty-free ethos and commitment to sustainable science, has quickly become a cult favorite for forward-thinking consumers. Since its acquisition by L’Oréal in 2021, the brand has accelerated international expansion, opening new storefronts and attracting a broader audience through the strategic selection of culturally relevant voices like Apollo.

Brand Values	Omar Apollo’s Approach
Inclusivity	Celebrating intersectional identity in music and lifestyle
Transparency & Science	Genuine product feedback from years of real-world use
Empowerment	Encourages self-acceptance and vulnerability in public discourse
Global Community	Connecting cultures through social media, touring, and storytelling

This seamless alignment amplifies both the brand ethos and Apollo’s personal narrative, making the partnership more than transactional — it’s transformative for the representation of beauty industry standards.

Breaking Barriers: Men, Beauty, and Authentic Influence

The rise of male representation in skincare mirrors society’s changing expectations around beauty and wellness. Youth to the People’s choice to partner with a young, openly expressive male artist like Omar Apollo puts a spotlight on the expanding landscape of male beauty consumers.

Growing Market: More men are seeking high-quality self-care routines and honest discussions about appearance
Cultural Shift: Gen Z and Millennials challenge outdated norms, prioritizing holistic well-being over rigid gender categories
Influence Beyond Music: Apollo’s personal anecdotes and candid social content demystify skincare for men, reframing beauty as self-care for all

This partnership holds the potential to encourage other brands to showcase male voices and create more inclusive campaigns while remaining grounded in authenticity.

Who is Omar Apollo?

Omar Apollo is a trailblazing Mexican American singer-songwriter whose music fuses R&B, soul, funk, and Latin American roots with a deeply personal lyricism. Known for his genre-fluid albums and electric live performances, he’s secured a Grammy nomination, amassed a fervent fanbase, and collaborated or toured with elite artists like SZA.

Cultural Roots: First-generation, bicultural perspective shapes his identity
Awards & Recognition: Grammy-nominated, TikTok Future Icon Winner
Social Impact: Unafraid to explore themes of vulnerability, family, and self-love, he embodies the values that YTTP wants to promote

His resonance with both English- and Spanish-speaking Gen Z audiences makes him a unique voice to bridge the gap between music, culture, and personal care.

Favorite Youth to the People Products: Omar’s Picks

Superfood Cleanser: An everyday staple for Apollo, known for its gentle, effective formula powered by nutrient-rich greens
Superfood Air-Whip Moisture Cream: Lightweight, absorbs quickly, and ideal for all skin types, recently relaunched alongside Apollo’s campaign

Both products exemplify YTTP’s approach to formulating vegan, eco-conscious skincare that delivers substantive results without harsh chemicals or unnecessary additives.

Global Vision: Reaching New Audiences

Youth to the People’s partnership with Omar Apollo coincides with strategic international growth, particularly following the opening of its first dedicated retail location in London and plans to expand into new skin and lifestyle categories. Apollo’s diverse, international following and bicultural sensibility are anticipated to catalyze the brand’s cross-cultural appeal and foster genuine community-building efforts.

Retail Expansion: Now available globally, with landmark opening in the UK
Digital Community: Leveraging Apollo’s online influence for greater global outreach
Looking Forward: Collaborations in not-yet-announced categories and campaign experiences integrating music, wellness, and lifestyle

Frequently Asked Questions (FAQs)

Q: Why did Youth to the People choose Omar Apollo?

A: Apollo organically used and loved the brand’s products for years, aligning naturally with their values of authenticity, inclusivity, and self-expression.

Q: What impact does this have on male representation in beauty?

A: Apollo’s appointment challenges stereotypes and inspires more young men to engage openly with skincare and self-care.

Q: What makes Youth to the People’s products different?

A: Their formulas are vegan, cruelty-free, and center superfood ingredients for effective, gentle skincare suitable for diverse needs.

Q: How did Omar’s family influence his skincare journey?

A: His mother instilled the value of daily hydration and self-care early on, which shaped his adult routines and perspective.

Q: What can we expect from the partnership in the future?

A: Apollo will help launch YTTP’s expansion into new product categories, international community events, and creative digital content blending wellness, music, and personal storytelling.

Conclusion: Inspiring a More Open, Inclusive Future for Skincare

Omar Apollo’s collaboration with Youth to the People signals more than a marketing milestone; it’s a cultural shift. By integrating authenticity, generational wisdom, and a passion for honest self-care, both Apollo and the brand redefine what it means to show up for oneself in today’s world. As this partnership evolves, it invites everyone — regardless of gender or background — to embrace rituals that nourish both skin and spirit, and to celebrate the power of connection, family, and creativity along the way.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

Read full bio of medha deb