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The retailer becomes the first US brick-and-mortar destination for the emerging Gen Zalpha skincare brand.
July 15, 2026
By: Lianna Albrizio
Associate Editor
Urban Outfitters is expanding its beauty assortment with the exclusive US brick-and-mortar launch of Yes Day Beauty.
The move brings the emerging skincare brand to 60 stores nationwide and online.
“Skincare has become an essential part of our customers’ daily routines, and we’re always looking for brands that genuinely reflect how they’re engaging with beauty,” said Karen Booker, head of merchandising, non-apparel at Urban Outfitters. “Yes Day stood out because it was created to solve a real need. Coco couldn’t find products that felt right for her generation, so she built it herself. It’s exactly the kind of perspective we look for as we continue to build a beauty assortment that reflects how our customers live, shop and discover.”
According to Urban Outfitters’ UO Insiders community, 96% incorporate skincare into their routines, making it the most widely used beauty category among members. UO Insiders also use an average of 28 beauty products each week, reinforcing beauty as both a daily ritual and a category driven by ongoing discovery. As beauty routines become increasingly personal, customers are seeking curated retail environments where they can discover, experience and connect with emerging brands beyond the digital shelf.
“Launching at Urban Outfitters is an incredible milestone for Yes Day and something I’ve dreamed about since starting the brand,” said Coco Granderson, founder of Yes Day. “We created Yes Day to make skincare feel less intimidating and more joyful for young people who deserve products made with their skin in mind. Having our first US retail home at a place that’s known for discovering what’s next allows us to reach even more young people as they begin building healthy skincare habits.”
Founded by 14-year-old Granderson and developed alongside award-winning cosmetic chemist Ron Robinson, Yes Day was created specifically for Gen Zalpha consumers, and born from Granderson’s firsthand experience searching for products that felt appropriate for her age and skincare needs.
The Yes Day lineup features essentials powered by the brand’s exclusive Yes Magic complex, a blend of probiotics, moisture magnets and antioxidants designed to support healthy, hydrated skin. Including the Float Foam Cleanser; Whip Dream Moisturizer; Inner Beam Hydration Mist; and Lip Sweetie Lip Mask available in New Yuzu Sorbet.
Yes Day is available at select Urban Outfitters locations nationwide and online at UrbanOutfitters.com.
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