Online Exclusives

Carrot Top

By Nancy Jeffries, Contributing Editor | August 17, 2012

The Yes To hair care collection makes its debut this month.

The peripatetic founder of the Yes To brand, which includes Yes To Carrots, Yes To Baby Carrots, Yes To Cucumbers, Yes To Tomatoes, and Yes To Blueberries, celebrated the launch of its newest line, the Yes To Hair Care Collection at a breakfast soiree held at Rosemary’s in New York’s Greenwich Village in August. Ido Leffler, co-founder of the brand, took attendees through the history and goals of the company, noting its commitment to combining high quality fruits and vegetables with efficacious ingredients to nourish and hydrate hair and skin and help people find their own recipe of products naturally.

Leffler, who was born in Israel, grew up in Australia, and now calls Mill Valley, CA home, is simultaneously passionate and incredulous when describing the brand’s global growth.

“This is our fifth anniversary in the US. We launched in Israel six years ago, and we wanted to create the ‘Apple’ of the beauty world with a natural beauty brand that is about fair, guilt-free pricing, and great ingredients.”

Leffler, who will travel to 28 different countries this year to promote the hair care line, beams with familial pride as he recounts the journey of the brand.

“Today, we are the second largest naturals beauty brand in mass retailers in the country, available in 25,000 stores in 24 different countries, and offer a range of incredible products,” said Leffler.

Ido Leffler, co-founder, Yes To Carrots, with the new Hair Care collection.
To get the word out about its products, Yes To relies on social media such as My Space, Facebook, and continues to tap into Twitter, where Twitter parties are regularly held for the brand. After such successes as Yes To Cucumbers Wipes, Yes To Tomatoes Spot Stick, Yes To Cucumbers Gentle Milk Cleanser, and Yes To Blueberries Serum, Leffler contends that response to the products, none of which retail for more than $20, has exceeded expectations.

The new hair care collection, which, according to Leffler, is on par with high-end salon brands, took care and effort to create.
“One of the most difficult things with naturals is with hair care. We got the best formulators in the world to refine oils, sourced high quality ingredients, and now we have the scale to make millions of products. So, we can get the best quality and still get products that cost $7.99,” he said. “We want natural to be there for our customers. We want the Yes To lifestyle to be embodied in our products, and we are taking natural to a whole new level.”
Celebrity Hair Stylist Joins Yes To Team
Celebrity hair stylist Gretta Monahan recently joined the Yes To family to promote the hair care collection. Monahan, who launched Grettacole, an intimate salon and spa, additional beauty hubs and fashion boutiques, known as Gretta Luxe, and the Grettastyle Studio in New York, is a contributor to the Rachael Ray Show, Today Show, and The View, and honed her entrepreneurial spirit at New York’s Fashion Institute of Technology. She called the Yes To lineup a “natural, results driven collection.”

The Yes To Carrots Scalp Relief Shampoo, she said, is a positive solution for both men and women. The product is designed for those experiencing dry scalp, is pH balanced, and combines amino acids and niacinamide to protect against irritation, while salicylic acid helps reduce flaking. It contains cypress oils, lightweight oils that won’t weigh hair down, and features a combination of Tea Tree oil, a mild germicide, which is antifungal, antibacterial, antiviral and anti-infection, to penetrate the scalp, accelerate the healing of skin disorders, and is effective against dandruff. Organic carrots, rich in beta-carotene and vitamin A, stimulate healthy hair follicles and aid in preventing flakiness, while sage leaf helps stimulate healthy blood flow to the scalp, encourages new hair growth, and nourishes the scalp and hair follicles. It is designed to work well with Yes To Carrots Scalp Relief Conditioner, which features lemon oil in the formulation, to provide antioxidants, vitamin C, and fruit acids, which aid in the shedding of dead skin cells and stimulate healthy blood flow to the scalp. Each product is 99% natural, free of parabens, petroleum, and SLS, and retails for $7.99, per 11.5 fl oz.

Gretta Monahan, celebrity hair stylist and newest member of the Yes To family.
Yes To Carrots Anti-Frizz Serum contains avocado oil to moisturize and protect hair from frizz and damage, mango butter to improve the texture of dry, unruly hair, by adding moisture and softness, and organic beta-carotene-rich carrots, for healthy, hydrated hair.

“The product is perfect for frizzy hair types seeking a nourishing serum to lock in moisture and shine, and will not leave hair hard or heavy,” obsered Monahan. It retails for $7.99, 3 fl oz.
Yes To Carrots Leave-In Conditioner blends proteins and amino acids, delivering them into the hair cuticle for restructuring and rejuvenating benefits. This 98% natural formula is said to deliver an intense level of benefit for hair with argan oil and keratin proteins that get to the roots of each hair strand. In addition, sea kelp extract, rich in zinc, magnesium, and iodine, stimulates hair growth and strengthens the hair. The conditioner is to be massaged with the fingertips and combed through the hair, with no need to rinse. It retails for $8.99, 6 fl oz.

The Color Protection line, beginning with Yes To Cucumbers Color Protection Shampoo for color-treated hair, is sulfate-free and formulated with apricot, to strengthen hair follicles for vibrant color. It also includes aloe to moisturize, sunflower, with fatty acids to nourish hair and protect against breakage, grapeseed oil, with antioxidant and rejuvenating properties, sage leaf, to stimulate healthy blood flow to the scalp and nourish hair follicles, silica, to support healthy hair follicles, and organic cucumber, a gentle cleanser, rich in water and essential nutrients, including vitamins A and C, to strengthen hair and keep color intact. Retail is $7.99, 11.5 fl oz.

Yes To Cucumbers Color Protection Conditioner, also free of sulfates, parabens, petroleum and SLS, offers green tea, with vitamin C to guard against damage from UV radiation, aloe, to nourish and moisturize for thick, shiny hair, plus vitamin E to restore dry or damaged hair. It also retails for $7.99, 11.5 fl oz. “All of the formulas in the line are really mixable, which is something we like,” added Monahan.
The Yes To lineup of hair care products.
The Healthy Repair Line offers Yes To Blueberries Healthy Hair Repair Shampoo, said to be a natural solution for users of heat styling and chemical processing treatments. The formula features clover flower, with healing properties to mend damaged hair, and sunflower, with fatty acids to protect against breakage. Blueberries, a super food for healthy skin and hair, provides antioxidants to protect against free radicals and keep hair shiny, healthy looking, and damage free.

Leffler cited the Asian custom of formulating hair masks individually created for each person’s need, noting that the Healthy Repair line products lend themselves to feeding the hair and scalp. Both Yes To Blueberries Healthy Hair Repair Shampoo and Healthy Hair Repair Conditioner, retail for $7.99.

Leffler and the Yes To team will continue on its worldwide tour promoting the Hair Care Collection, leaving soon for Australia, New Zealand, and Tokyo. Yes To Carrots, Yes To Blueberries, and the other Yes To collections, are available at, Target, Walgreens, and Safeway, and a portion of the proceeds of all Yes To products is dedicated to the Yes To Carrots Seed Fund, a non-profit organization helping to make a difference in children’s lives through school gardens.


Related End-User Markets:

blog comments powered by Disqus
  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015 signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.