Yes To Has Been Leading The Clean Beauty Movement For 15 Years

Yes To is a number one pure skincare model with an everlasting dedication to wash magnificence.

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Yes To, based in 2006, has been a world chief in pure skincare merchandise for 15 years. It might be present in over 20,000 shops worldwide, from Target and Walmart to mom-and-pop retailers. The firm has raised $66 million in financing up to now. It additionally lately enhanced its dedication to sustainability.

The model gives easy fruit and veggie-based merchandise constructed from tomatoes, grapefruit, cucumber, watermelon, avocado, and tea tree. All Yes To merchandise are composed of a minimum of 95% pure components earlier than water and, apart from artificial perfume, qualify for essentially the most stringent clear magnificence requirements. Like Beautycounter, Yes To respects E.U., (*15*), and Japan-banned components, with a “no checklist” over 2,000 gadgets lengthy. 90% of merchandise are vegan and none of them use plastic microbeads. Sunscreens are reef-safe and eco-friendly, and wipes are compostable. Yes To can also be Leaping Bunny licensed.

Maggie Carey is the CEO of Yes To.

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Maggie Carey joined as CEO of Yes To in December 2019. “There are a few issues which have occurred since Yes To was launched,” she says. “There’s now a wealth of data round skincare and components to search for, which has raised the sweetness IQ of consumers. Consumers, manufacturers, and retailers are more and more educated about components and what ought to be averted. The impression of that is an explosion in ‘pure’ or ‘clear’ that has rippled throughout all areas of magnificence. Brands are very keyed in as to how they should be formulating and messaging merchandise in an effort to make it into a consumer’s consideration set. When mixed with the rise of ‘skinfluencers’ as a supply of data for a lot of, it’s not shocking that this area is exhibiting exponential progress.”

While these adjustments have emerged prior to now few years, Carey says, Yes To has been “speaking about ‘clear’ earlier than ‘clear’ was even an idea. We stay completely positioned in an area that’s in our DNA.” Yes To is just not solely pure, but additionally broadly obtainable and inexpensive, with 75% of merchandise offered for below $10. The model additionally stands out in opposition to opponents by way of transparency. While many firms proclaim their merchandise “pure and clear,” Yes To totally discloses all 300+ components utilized in its formulation.

Yes To merchandise are virtually totally pure, vegan, and priced below $10.

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When she got here on as CEO, Carey took the primary quarter of 2020 to research Yes To as a model and customers’ evolving wants in skincare. This analysis led the corporate to reassess the model positioning and portfolio – and to do away with many merchandise. They noticed a spike in curiosity in Q2 of 2020 as individuals below Covid-19 pandemic lockdown introduced self-care into their properties. The model offered over 100% greater than in 2019 on-line, and 20 to 40% extra in-store. Face masks – from paper masks, effervescent masks, and peel off masks, to below eye masks – offered out fully. Yes To headquarters in Pasadena, CA supplied donations of soothing facial merchandise to frontline well being care staff within the space.
Carey says it was residing in Puerto Rico for 3 years and touring the world that spawned her curiosity in sustainability. “It’s eye-opening to see first-hand the impression mistreating the atmosphere can have on air and water high quality, and the way different international locations use much less and suppose otherwise about consumption,” she says.  
To aspiring changemakers, Carey presents this recommendation. “Follow your instincts. It took years for me to articulate what sort of labor I used to be good at, what sort of labor introduced me private satisfaction, and what sort of labor match into my broader life targets. Part of that journey was to start out listening to my ‘nighttime interior voice.’ When I’m doing what I like, that voice wakes me up with concepts for methods during which I might be doing issues otherwise or higher. When I’m in a job that’s not a very good match, that voice is absolutely candid on the necessity for a change.”