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Exclusive Interview: Yes To Is Winning Skin Care With Cotton and Charcoal

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Yes To has innovated in facial skin care by using both food and non-food ingredients, as well as unique product formats.

As part of this month's coverage of wellness and beauty, Global Cosmetic Industry will be interviewing and profiling key players in the space each week. Be sure to subscribe to our newsletter to receive all of our coverage.

"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.

"Consumers are becoming more and more aware of the products they put on their face and body as they contribute to the overall health of their skin," Jackel noted, adding that millennials are the primary driver behind the growth of natural HBC products and the inspiration for new product forms, benefits, ingredients and application techniques.

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 Cotton Comforting Facial Wipes, "the first-ever wellness-focused wipes" for sensitive and allergenic skin, which are formulated with 98% natural ingredients and comprise cotton extract and cottonseed oil; $5.99 for 25 wipes.
  • Yes To Cotton Comforting Eye Makeup Remover Pads, which are wellness oriented and made from t-shirt manufacturing scraps, and which contain cottonseed oil and cotton extract; $7.99 for 45 pads.
  • Yes To Cotton Comforting Facial Moisturizer, featuring an "airy" texture appropriate for sensitive skin. Key ingredients include cotton extract and cottonseed oil; $14.99 for 1.7 fl oz.
  • Yes To Single Use Comforting Paper Mask, comprising cotton extract and cottonseed oil; $2.99 for one single-use mask.
  • Yes To Cotton Comforting Micellar Cleansing Water, a no-rinse product containing cotton extract and cottonseed oil; $8.99 for 7.77 fl oz.


  • Yes To Tomatoes Detoxifying Charcoal Warming Facial Scrub, which comprises charcoal and tomato extract for antioxidant activity and skin detoxification; $9.99 for 3.5 oz.
  • Yes To Tomatoes Detoxifying Charcoal DIY Powder-to-Clay Mask, which consumers mix themselves and which contains charcoal and tomato extract; $15.99 for 1 oz
  • Yes To Tomatoes Detoxifying Charcoal Peel-Off Mask, which contains charcoal and tomato extract and offers hands-free application; $15.99 for 2 fl oz.
  • Yes To Tomatoes Detoxifying Charcoal Cleanser, which features charcoal, tomato extract, salicylic acid for proper epidermis cell shedding and jojoba spheres for exfoliation; $9.99 for 5 fl oz/$3.99 for 2 fl oz.

"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:

Two-step Kits

  • Yes To 2-Step Kit Collection, comprising Depuffing Under-Eye Masks and Anti-dark Circle Eye Treatment featuring cucumbers caffeine and evodia fruit; Yes To Tomatoes Charcoal 2-Step Buh-Bye Blackheads Nose Kit, comprising a Detoxifying Charcoal Cleanser and Detoxifying Charcoal Nose Strip featuring charcoal and tomato extract; Yes To Coconut 2-Step Pucker Up Lip Kit, comprising an Extra Hydrating Exfoliating Lip Scrub and Plumping Lip Mask featuring coconut oil, sugar and sodium hyaluronate; and Yes To Grapefruit 2-Step Face Kit, comprising a Daily Facial Scrub and Pore Perfection Brightening Peel comprising grapefruit and vitamin C; $3.99 for each kit.

Shower Cocktails

  • 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."

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