Indeed To, founded in 2006, has been a worldwide leader in natural skincare products and solutions for 15 yrs. It can be identified in more than 20,000 retailers all over the world, from Concentrate on and Walmart to mom-and-pop retailers. The firm has lifted $66 million in funding to date. It also recently improved its dedication to sustainability.
The brand name gives clear-cut fruit and veggie-based mostly goods produced from tomatoes, grapefruit, cucumber, watermelon, avocado, and tea tree. All Yes To merchandise are composed of at the very least 95% normal ingredients in advance of water and, other than artificial fragrance, qualify for the most stringent cleanse attractiveness specifications. Like Beautycounter, Of course To respects E.U., Canada, and Japan-banned components, with a “no list” in excess of 2,000 things lengthy. 90% of products are vegan and none of them use plastic microbeads. Sunscreens are reef-safe and eco-pleasant, and wipes are compostable. Indeed To is also Leaping Bunny certified.
Maggie Carey joined as CEO of Yes To in December 2019. “There are a couple of items that have took place given that Of course To was launched,” she states. “There’s now a prosperity of information and facts all-around skincare and substances to glance for, which has raised the magnificence IQ of buyers. Consumers, models, and stores are ever more educated about elements and what should be averted. The impression of this is an explosion in ‘natural’ or ‘clean’ that has rippled throughout all areas of elegance. Brands are really keyed in as to how they need to be formulating and messaging merchandise in purchase to make it into a shopper’s consideration established. When mixed with the increase of ‘skinfluencers’ as a supply of data for numerous, it is not shocking that this room is displaying exponential advancement.”
When these improvements have emerged in the past several many years, Carey states, Indeed To has been “talking about ‘clean’ before ‘clean’ was even a thought. We continue being properly positioned in a area that’s in our DNA.” Yes To is not only natural, but also greatly obtainable and reasonably priced, with 75% of items bought for less than $10. The brand name also stands out versus rivals in conditions of transparency. Although many providers proclaim their goods “natural and clean up,” Of course To thoroughly discloses all 300+ ingredients utilized in its formulas.
When she arrived on as CEO, Carey took the initial quarter of 2020 to assess Indeed To as a brand name and consumers’ evolving needs in skincare. This investigation led the business to reassess the brand positioning and portfolio – and to get rid of lots of goods. They observed a spike in curiosity in Q2 of 2020 as persons less than Covid-19 pandemic lockdown brought self-treatment into their properties. The brand name marketed more than 100% additional than in 2019 on the net, and 20 to 40% extra in-store. Facial area masks – from paper masks, bubbling masks, and peel off masks, to underneath eye masks – bought out totally. Yes To headquarters in Pasadena, CA made available donations of relaxing facial products and solutions to frontline well being care employees in the area.
Carey says it was living in Puerto Rico for a few several years and traveling the earth that spawned her desire in sustainability. “It’s eye-opening to see first-hand the affect mistreating the atmosphere can have on air and drinking water top quality, and how other nations use much less and believe in different ways about usage,” she suggests.
To aspiring changemakers, Carey gives this assistance. “Follow your instincts. It took decades for me to articulate what style of get the job done I was good at, what form of function introduced me particular pleasure, and what type of perform suit into my broader life plans. Section of that journey was to begin listening to my ‘middle of the night time interior voice.’ When I’m accomplishing what I love, that voice wakes me up with strategies for techniques in which I could be executing issues in a different way or much better. When I’m in a purpose which is not a good in good shape, that voice is truly candid on the will need for a transform.”