Loading organizations...
Key people at Yes To Inc.
Yes To Inc was founded in 2006 by Ido Leffler (Co-Founder).
Yes To Inc specializes in natural and clean skincare and haircare products, leveraging fruit and vegetable ingredients. The company offers accessible solutions with at least 95% natural components, providing effective options for diverse beauty needs. Its formulations simplify routines, addressing specific skin types and concerns with a focus on ingredient quality and efficacy.
Co-founded by Ido Leffler and Lance Kalish around 2006, Yes To Inc arose from the insight that natural, beneficial beauty products should be both widely available and affordably priced. Leffler and Kalish established the company to champion fruit and vegetable-based ingredients, offering a clear alternative to conventional chemical formulations in the beauty market.
Yes To products cater to consumers seeking natural, plant-derived solutions for skin and hair health, addressing conditions from dryness and sensitivity to blemishes. The company's vision is to uphold its dedication to natural components and high standards, continually innovating accessible products that seamlessly support consumers' beauty regimens and overall wellness.
Yes To, Inc. is a portfolio company specializing in natural skincare and haircare products made from fruit and vegetable-derived ingredients, with 95% natural formulations that are dermatologically tested and cruelty-free.[1][2][4] It serves eco-conscious consumers seeking affordable solutions for skin concerns like acne, sensitivity, dryness, hydration, and dullness, as well as haircare needs, through lines such as Tomatoes, Cucumbers, Grapefruit, Watermelon, Coconut, Tea Tree, and Blueberry; products include cleansers, moisturizers, treatments, facial wipes, and haircare items.[1][2][4] The company solves the problem of access to effective, transparent, chemical-free beauty alternatives, available in over 20,000 stores across North America and Europe (e.g., Walmart, Target, Amazon, Whole Foods, Ulta), positioning it as the #2 natural beauty brand in U.S. food, drug, and mass channels.[1] Founded in 2006, it has raised $66.4 million in funding, employs around 59-136 people, and reports $12.6 million in 2024 revenue, though earlier reports noted over $50 million annually under past leadership.[1][2][3]
Yes To, Inc. launched in 2006 (with some sources citing 2005) in San Francisco, California, as a consumer-inspired brand combining high-quality fruits and vegetables with clinically proven ingredients to promote radiant skin and hair.[1][4] The idea emerged from a mission to deliver natural, accessible beauty products amid growing demand for sustainable options, quickly becoming an "instant phenomenon" recognized for innovation, global vision, and entrepreneurial spirit.[1] Early traction was strong, but rapid growth led to supply chain challenges like inventory forecasting issues.[3] A pivotal moment came around 2011 when Joy Chen joined as CEO (about 3.5 years after the brand's initial six years), relaunching the company, overcoming operational hurdles, quadrupling business size, and increasing company value fivefold to achieve #2 U.S. natural skincare status with over $50 million in revenue.[3][4] Leadership later shifted, with Jeff Berry as current President, and headquarters now in Pasadena, CA.[1][5]
Yes To rides the wave of the clean beauty trend, where consumers prioritize natural, transparent, and sustainable personal care amid rising awareness of chemical risks and environmental impact— a market projected to grow as wellness intersects with retail.[1][3][4] Timing aligns with post-2010s shifts toward "natural" labeling in mass channels, enabling rapid scaling from indie brand to top retailer staple despite early supply hurdles.[3] Favorable forces include e-commerce boom (e.g., Amazon partnerships) and demand for cruelty-free options, amplifying its influence on the $50M+ natural skincare segment by normalizing fruit-based efficacy over synthetics.[1][2] It shapes the ecosystem by inspiring competitors to innovate in naturals, boosting category visibility in food/drug/mass retail, and validating direct-to-consumer plus wholesale models for beauty startups.[3][4]
Yes To is poised for measured expansion, targeting doubled revenue in 2-3 years through selective retail doors, sustained innovation in hair/skin lines, and DTC growth, building on its #2 status and $66M funding.[1][3] Trends like personalized naturals, clean ingredient regulations, and global sustainability mandates will propel it, potentially elevating influence via acquisitions or international pushes. As clean beauty matures, Yes To's fruit-powered accessibility could solidify its role as a mass-market leader, evolving from growth-pains survivor to ecosystem pacesetter—echoing its origins in making radiance everyday.
Yes To Inc was founded in 2006 by Ido Leffler (Co-Founder).
Key people at Yes To Inc.
