THIS month will see international natural skin and hair care brand, Yes To, launch into the New Zealand market. Already stocked in 29 countries the Yes To brand features almost 70 products under five collections – Yes To Carrots (nourishing), Yes To Cucumbers (soothing), Yes To Tomatoes (clear skin), Yes To Blueberries (age refresh), and Yes To Baby Carrots.
The highly successful company was launched in Israel in 2006 by Australians Lance Kalish and Ido Leffler before going global in 2007. Leffler says they wanted to create a bridge between natural skincare and mass market products.
“There was a large mass of people looking to buy natural products and we wanted to become the Apple of the beauty world whereby we met credentials of being natural but didn’t compromise on efficacy or quality,” he says.
“We noticed there was a real gap in the natural beauty world. Beauty products were growing 20 – 25 percent per year and all brands in that market were heritage brands and their formulations were designed for the natural beauty customers,” he says.
Leffler says they worked hard at promoting the brand, especially in the early days.
“I was travelling 200 days a year for the first two years and being seated in any row other than the last one in the plane was a bonus. The growth of the brand has been phenomenal and we are now the number two natural beauty brand in the US.”
Despite being Australian the duo only launched their range into their homeland last year choosing Priceline to stock Yes To exclusively. The delay in reaching Kiwi shores has been down to finding the right partner.
“It was more about strategy and we wanted to make sure we found the right partnership. We’ve got a wonderful partnership with Progressive Enterprises and they are a committed retail company that is forward thinking and we’ve found ourselves a world class distributor in CS that is both entrepreneurial and fast moving,” says Kalish.
With an aim to become the leading natural beauty brand in New Zealand Kalish adds, “we’ve got the right product at the right time and we’re a great fit with Countdown.” Their New Zealand launch will be one of their most extensive to date and will feature 29 of their best selling Yes To products including their number one selling facial towelettes.
All products in the Yes To range are 95 percent natural and are free from parabens, SLS, petroleum and phthalates. The entire range is unisex and uses quality organic fruits and vegetables with a mineral elixir from the Dead Sea to nourish and hydrate naturally while catering for all skin types. All Yes To products adhere to the highest standards of safety required by American giant Whole Foods with some of their products being classed in Whole Foods’ premium category.
Their packaging is recyclable and while Leffler and Kalish are serious about their products and the ingredients they use the packs reflect their personality and that they don’t take themselves too seriously. Priced between $5.99 - $30.99 Leffler believes their products are an effective natural alternative at a fantastic price.
“The products appeal to the Anglo-Saxon quirkiness and sensibility along with their eco-friendly way of life.”
Credited with changing US consumer perception of natural products from alternative to popular Leffler and Kalish are hoping to continue their success in New Zealand.