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Published March 2021

Happy International Women’s Day 2021 #ChooseToChallenge

When Sarah and I started YES, as well as extolling the Goddess Isis, we took great inspiration from Anita Roddick. She was feminine, fearless and a force for good in establishing her Body Shop chain, which challenged the Personal Care Industry status quo, and pioneered ethical business in a revolutionary way. She certainly ‘Chose to Challenge’ – and was a glorious paradigm-shifter and visionary. Her words still ignite: “if you do things well, do them better. Be Daring. Be First. Be Different. Be Just.”

As the two women founders of YES, we look back at the origins of our business, and are proud to have created a challenger brand, disrupting old models of intimate care, enshrining our ethical values, celebrating and liberating women’s bodies, and – our modest aspiration- changing the world from the inside. From challenge comes change. #ChooseToChallenge.

Susi Lennox, YES Co-CEO








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