For Yes Day, the partnership represents a significant milestone, giving the emerging brand its first national brick-and-mortar platform as it looks to capitalize on growing consumer interest in tween and teen skin care.Yes Day
The partnership marks Yes Day's first physical retail presence in the United States and reflects retailers' increasing focus on younger beauty consumers, who are driving demand for age-appropriate skin care while reshaping product discovery through social media and in-store exploration.
Founded by 14-year-old entrepreneur Coco Granderson and developed in collaboration with cosmetic chemist Ron Robinson, Yes Day was created to address a gap in the market for gentle, uncomplicated skin care designed specifically for younger skin. Granderson launched the brand after struggling to find products that felt suitable for her age, resulting in a collection centered on barrier-friendly formulas and simplified routines.
For Urban Outfitters, the launch aligns with continued momentum in its beauty business. According to the retailer's UO Insiders community, 96% of members incorporate skin care into their routines, making it the retailer's most widely used beauty category. Members also report using an average of 28 beauty products each week, underscoring the importance of beauty discovery and routine-building among its customer base.
The exclusive rollout also highlights how retailers are responding to the rapid emergence of Gen Alpha as a beauty consumer segment. Rather than extending adult skin care brands downward, retailers are increasingly merchandising products developed specifically for younger consumers, emphasizing gentle formulations, approachable routines and educational messaging.
The Yes Day range is powered by the brand's proprietary Yes Magic complex, which combines probiotics, humectants and antioxidants to support hydration and skin barrier health. The assortment launching at Urban Outfitters includes the Float Foam Cleanser ($24), Whip Dream Moisturizer ($32), Inner Beam Hydration Mist ($19) and Lip Sweetie Lip Mask ($15), with the lip treatment debuting in a new Yuzu Sorbet fragrance alongside Vanilla.
Karen Booker, head of merchandising, non-apparel at Urban Outfitters, said the retailer was attracted to both the brand's origin story and its relevance to younger shoppers.
"Coco couldn't find products that felt right for her generation, so she built them herself," Booker said. "It's exactly the kind of perspective we look for as we continue to build a beauty assortment that reflects how our customers live, shop and discover."
For Yes Day, the partnership represents a significant milestone, giving the emerging brand its first national brick-and-mortar platform as it looks to capitalize on growing consumer interest in tween and teen skin care.
The launch comes as beauty retailers continue expanding assortments aimed at younger consumers, a category that has gained momentum amid rising social media engagement, increased skin care awareness and demand for products tailored to developing skin rather than adult anti-aging concerns. Urban Outfitters' exclusive partnership positions the retailer to capture that demand while further differentiating its curated beauty offering with founder-led, next-generation brands.
