Joy Chen Joins H2O Plus
February 13, 2015
San Francisco-based Yes To Inc., the company that introduced the Yes To natural beauty product line, is losing the leader who helped transform it from unprofitable startup to successful brand.
CEO Joy Chen is leaving Yes To next week, after five years at the company. Yes To doesn't have a replacement for Chen yet, but is working on that, she said. Chen is moving on to H2O Plus, a bigger beauty brand that's been around since 1989. Chen will help it modernize and grow its global presence.
Chen, who led Yes To's turnaround after it landed in San Francisco from its start in Israel, said she's looking forward to new challenges as she goes from startup to established brand.
Since Chen came on five years ago, the Yes To's compound annual growth revenue has jumped by 25 percent. In 2014, the company hit the $50 million mark, nearly four times 2009's revenue.
Chen, who came to Yes To from her position as a vice president at Clorox, said she's proud of the team she built at Yes To, which is now at 37 people. She's also proud of expanding the early Yes To Carrots product line into the array of products Yes To has today: Yes To Cucumbers, Grapefruit, Blueberries and Tomatoes. Last year, Yes To launched its first non-facial-based line with the introduction of Yes To Coconuts. British pharmacy chain Boots also picked up the lines last April, helping to propel Yes To's growth in the United Kingdom.
"(Yes To) has a very broad-based product line that has allowed it to gain wide distribution with major retail chains and products that are aggressively priced against large multi-national brands," said Brian Fitzpatrick, CEO of Bentley Labs, one of Yes To's major manufacturers. "This has allowed them to capture significant growth in this segment."
Chen's goal has been to sell people "positivity in a bottle" — hence the positive "Yes To" brand and its popularity on digital and social media platforms.
"It's allowed us to engage consumers at the emotional level," Chen said.
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