Yes Day Makes Its Brick-and-Mortar Debut at Urban Outfitters
Teen-founded skincare brand Yes Day has officially found its place on beauty shelves, landing its first brick-and-mortar retail partnership with Urban Outfitters.
Fourteen-year-old entrepreneur Coco Granderson launched Yes Day in September 2025 after struggling to find skincare that felt right for her own skin. She developed the brand alongside award-winning cosmetic chemist Ron Robinson, the founder of BeautyStat and the formulator behind Hailey Bieber’s Rhode.
Yes Day is now available in 60 Urban Outfitters stores across the US. The launch comes as skincare continues to be one of Urban Outfitters’ fastest-growing beauty categories. According to the retailer’s UO Insiders community, 96% of members use skincare as part of their routine, while the average member reaches for 28 beauty products each week.
“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.”
For Yes Day, the launch marks its biggest retail milestone to date as the brand expands its reach to a wider audience.
“Launching at Urban Outfitters is an incredible milestone for Yes Day and something I’ve dreamed about since starting the brand,” said Granderson. “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 tweens and teens as they begin building healthy skincare habits.”
Yes Day enters Urban Outfitters with its Float Foam Cleanser ($24), Whip Dream Moisturiser ($32), Inner Beam Hydration Mist ($19), and Lip Sweetie Lip Mask ($15), including the new Yuzu Sorbet flavour.
The products are also available online at urbanoutfitters.com. For now, the launch is US-only, with no news yet on when Yes Day might make its UK debut.