Yes To Inc
Yes To Inc is a company.
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Leadership Team
Key people at Yes To Inc.
Frequently Asked Questions
Who founded Yes To Inc?
Yes To Inc was founded by Ido Leffler (Co-Founder).
Yes To Inc is a company.
Key people at Yes To Inc.
Yes To Inc was founded by Ido Leffler (Co-Founder).
Yes To Inc was founded by Ido Leffler (Co-Founder).
Key people at Yes To Inc.
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.