Yes To beauty

US fruit and veg-based beauty brand Yes To is extending its UK portfolio with 19 SKUs that takes the brand into three new categories – hair, body and handcare.

The new products, rolling into Boots at the beginning of July, comprise 10 shampoos and conditioners (rsp: £4.99-£5.99 – both 280ml) and four body washes (rsp: £4.99/280ml/£7.99/500ml) alongside cleansing wipes (rsp: 3.99), body scrub and lotion (rsp: £7.99 and £8.99), ‘hydrating’ body balm (rsp: £10.99) and a hand & cuticle cream (rsp: £6.99).

In line with the brand’s ’natural’ ethos, all the products are at least 95% natural, free from SLS and parabens, and are based on various fruit and veg, including cucumber, tomatoes, coconuts and blueberries.

The increased distribution with Boots was a “real vote of confidence” in the brand and the natural beauty category, said European general manager Mark Turner.

“Our success proves the interest in living well extends not only to the food we eat, but to the ingredients we put on our face, body and hair,” added Turner, whose previous roles include head of new launches at Innocent and general manager for the brand in the Netherlands, Belgium and Spain.

Launched in California in 2006, Yes To has been available in the UK since 2012 “on a small scale”. Turner predicted UK turnover would hit £2.6m by July 2016, with its US business worth £32m.

Yes To was given a UK specific-revamp last April, when the business also invested in a dedicated UK team in a bid to replicate the brand’s success across the pond.

The company is supporting the NPD with “significant” marketing and sampling campaigns, including its first ATL push in September.