Omar Apollo Is the Hottest Face of Youth to the People
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In April 2023, singer/songwriter Omar Apollo posted his latest magazine cover to Instagram with the caption, “lookin dewy as hell i need that skincare campaign.” He must have manifested it into the universe because in September of that year, Apollo would become Youth to the People’s latest face. He’s the first male partner for the brand and one that was a no-brainer.
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“There’s just so much ‘It’ factor, so much like authenticity and truth. And I think that’s what people are so attracted to,” Greg Gonzalez, co-founder of Youth To The People, told StyleCaster. Gonzalez also saw how the singer connected with fans at Coachella. “One of our lines is ‘You are youth, live your truth,’ because I believe so wholeheartedly that the more that we live our truth and that we like dive into our authenticity, the more we’re going to fly and shine. So it really is about finding somebody that embodies that to inspire our community.”
It helped that Apollo was using Youth the the People’s Kale + Antioxidant Superfood Face Cleanser ($39 at Sephora) organically before the brand even reached out to him. “That’s super important to us that it’s not some sort of fabricated thing,” Gonzalez said.
Apollo’s latest campaign with the brand is for the Superfood Hand Wash ($39 at Sephora) and Hand + Body Lotion ($48 at Sephora). It’s something the brand always wanted to launch and they have the perfect person to help bring the body products to life.
“It’s little moments of investing in yourself,” Gonzalez said. “And you you feel the difference, you feel a difference in the texture of the goop and the experience in how your hands feel after. And the fragrance profile. Smell is such a powerful thing.”
Using nice face and body products wasn’t new to Apollo, who told StyleCaster that he’s really always had a skincare routine. (You can tell when you see his skin in person — phew.) “My mom is the one that really put me on this. She always had the Ponds cream or whatever,” he said. “She would always have coconut oil on my body.”
Apollo grew up in Indiana with Mexican parents who immigrated to the U.S. from Guadalajara. They never made him feel like being into skincare or any type of self-care made him less masculine. “My dad, he is always like, ‘guapo!'” Apollo said. “He always calls me handsome. He knows what it takes. He knows how to get ready.”
His mom even kept him groomed and looking sharp. “We’ve been desensitized from the whole ‘masculine’ thing,” he said. “She always would give us manicures and pedicures, the whole family. And then she would do everyone’s hair. She cut my hair. She would give me perms, too.”
Now, Apollo turns his mom onto what he’s using, sending her Youth to the People care packages. “I put her onto this and other stuff I use and I send her whenever she runs out,” he said. (What a good son!) He started buying Superfood Face Cleanser more than three years ago so a partnership with the brand was an easy ‘yes.’
“I would only do campaigns that felt right,” he said. “Like, oh, that’s something I actually do, you know?”
He’s even inspiring men around him to up their skincare game. “Every guy that’s aging now [asks] me ‘What do you use?’ Because they’re noticing, oh shit, I got wrinkles or whatever. Not that anything is wrong with wrinkles. Your face is the window to your soul. So, you want it to look like a reflection of your brain, you know?” Plus, “hydrated, young, youthful” because why not?
Right now, his skincare routine is pretty simple but effective. He uses his favorite cleanser, the 15% Vitamin C + Caffeine Energy Brightening Serum ($72 at Sephora), Superfood Air-Whip Moisture Cream ($48 at Sephora), and sunscreen. Then, there’s the body products, of course.
Superfood Omega Hand + Body Lotion
$48
Superfood Antioxidant Hand Wash
$39
The Superfood Hand Wash and Hand + Body Lotion feature the brand’s Elevated Self scent with notes of fresh greens, cedarwood, and black pepper. Apollo is somewhat newly into wearing fragrance. “I used to [say] I smell amazing all the time, but then I realized that I could amplify my pheromones,” he said. He likes a “musk” and counts Tom Ford White Suede Eau de Parfum ($295 at Sephora) and Loewe Esencia Eau de Parfum ($215 at Bergdorf Goodman) as favorites.
He choses his scent based on his mood and “there’s the sexy one, for sure,” he said.
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