Yes To Inc., the cheerful beauty brand with a natural bent, has a penchant for doing things differently.
This story first appeared in the January 26, 2009 issue of WWD. Subscribe Today.
In that spirit, the company, which in the U.S. distributes its colorful product lines to mass market retailers, has linked arms with Sephora Europe to roll out to about 580 stores. The Paris-based makeup mecca will exclusively distribute the company’s Yes To Carrots range in France, Italy, Spain, Poland, Czech Republic, Croatia, Serbia and Turkey. The partnership extends Yes To Inc.’s international reach to 30 countries from 17.
“We’re able to cross retail boundaries in Europe and throughout the world,” said Yes To Inc.’s chief executive officer and “chief carrot lover” Ido Leffler, adding talks with Sephora began six months ago. “This is a perfect match to link up with Sephora. Their excitement is so Yes To Carrots’ style.”
Introduced abroad in 2006, the Israeli-born brand launched in the U.S. in May 2007 at Walgreens. Yes To Inc., which is headquartered in San Francisco, has garnered considerable attention from shoppers with its paraben-free, antioxidant and Dead Sea mineral-powered products. In September, the company launched two new lines at Walgreens, Yes to Tomatoes and Yes to Cucumbers, which are potentially on deck to roll out to Sephora Europe, said Leffler.
Within a two-year stretch, the personal care company has grown from offering six products sold in 16 stores to a 40-plus range available in 20,000 stores.
To promote his growing Yes To Inc. portfolio, the seemingly tireless Leffler plans to embark on a 12-day, eight-country trip beginning Feb. 2, with stops planned in the U.S., Israel, Ireland, France, Italy, Spain, Hong Kong and Australia. Another global trek is tentatively planned for April.