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"Natural HBC [health and beauty care] products are growing 7x the mainstream growth during the latest 24 weeks, based on IRI data, and are contributing over 20% of the absolute dollar growth!" said Yes To CEO, Ingrid Jackel (pictured), during a recent interview with Global Cosmetic Industry.
As a result, she said, retailers have increased their focus on natural HBC products, and Yes To is responding with new innovations and product formats such as wellness-focused products, mud masks, sheet masks and wipes.
"Yes To has always been defined by the ingredients it highlights. Lately, those ingredients have included non-food items such as argan, primrose and charcoal."
"The Yes To innovation strategy is to provide the latest skin care trends with 95% and more natural solutions (and 100% positivity!)," said Jackel. "Yes To has always been defined by the ingredients it highlights. Lately, those ingredients have included non-food items such as argan, primrose and charcoal."
To illustrate, the brand's latest innovations fall into the following categories:
"Yes To is focused on hot trending natural ingredients that deliver the desired benefits of the millennial skin care consumer," Jackel explained. "That will include food ingredients, as well as non-food ingredients."
Recent launches comprising both food and non-food ingredients include:
- Yes To Shower Cocktail Body Wash Collection featuring grapefruit, mandarin orange, kiwi, coconut, mango, papaya, lemon, ginger and epsom salt; $7.99 for 16 fl oz.
Fruits & Vegetables
- Yes To Micellar Cleansing Waters, comprising coconut oil and cucumber extract, appropriate for hydration and calmed skin; $8.99 for 7.77 fl oz/$3.99 for 3 fl oz.
- Yes To Grapefruit Daily Facial Scrub, featuring grapefruit extract and lemon balm extract; $9.99 for 4 oz/$2.99 for 1 oz.
"Yes To will continue to bring first-to-market innovation to the natural HBC market, taking advantage of the hottest ingredient trends," Jackel concluded. "With our expanded marketing plans and investment, Yes To will continue to solidify its connection with the millennial consumers. As we did with our latest round of innovations, we will continue to grab #1 ranking positions in more and more segments of the natural face skin care category."