Yes To, Inc.

The company's core product strategy revolves around creating formulations based on fruits and vegetables. Its portfolio is structured into distinct collections, each targeting a specific skin care need: Tomatoes for acne-prone skin, Cucumbers for sensitive skin, Grapefruit for brightening, Watermelon for hydration, and Avocado for dry skin. All products are formulated with at least 95% natural ingredients, are cruelty-free, and are made without parabens, SLS, and phthalates. This commitment to natural ingredients and transparent labeling is a key component of its brand identity.

Over the years, the company has undergone significant strategic shifts. Joy Chen, who took over as CEO around 2010, was instrumental in repositioning the various product lines from being scent-based to benefit-based, which spurred substantial growth. She also moved manufacturing from overseas to the U.S. to improve quality control. More recently, under the leadership of CEO Maggie Carey (who joined in December 2019), the company undertook a major brand refresh in 2021. This involved streamlining its extensive portfolio from nearly 180 products down to 80 and refocusing marketing efforts on the core fruit and vegetable-based identity to better compete in the mass natural beauty category.