Introducing YES Labs

You may have noticed we’ve been a little quieter than usual this year. That’s because we’ve been busy behind the scenes, building something very special and now we’re ready to tell you all about it.

Today, we’re incredibly proud and excited to introduce you to YES Labs — the next chapter of our brand.

A new name. A new chapter. The same YES you know and trust.

If you’ve known us as YES in the UK or Ah! YES in the US, you’ll soon start to see some changes. Over the coming months, you’ll see a new name, new packaging and a more streamlined portfolio of products.

But while some things will look different, the things you know and love about YES aren’t going anywhere.

In fact, they’re getting stronger.

One global brand, shaped by you

As a small business with big ambitions, we’ve always wanted to build a brand that can reach women everywhere. Having different names in different markets no longer made sense.

So we’re bringing everything together under one global name: YES Labs.

But globalising the brand is only part of the story.

We also wanted to make sure the brand we’re building reflects what you told us matters most.

Last year, we asked our customers what they thought about YES. You told us that you value us for being safe, gentle and natural, and for creating products that solve real problems and help you feel better.

Those qualities are fundamental to who we are, and they’re not changing.

But you also helped us see an opportunity to tell a bigger story.

From pleasure to the bigger picture

For some time, we’ve been navigating the space between being a women’s sexual health brand and a pleasure brand.

And while pleasure will always be part of what we support — because feeling good, connected and confident in your body matters — we’ve realised that it doesn’t tell the whole story of why our customers come to us.

When we looked more closely at our community, we saw that the majority of our audience are women in midlife: perimenopause, menopause and post-menopause.

You told us you aren’t just looking for pleasure. You’re here for help with real, often deeply personal symptoms that can affect comfort, intimacy, confidence and quality of life.

That can include vaginal dryness, discomfort and changes to sexual health caused by menopause, as well as menopause resulting from cancer treatment. It can also include conditions such as lichen sclerosis and Sjögren’s syndrome, where intimate comfort and sexual wellbeing can be affected.

We believe these experiences deserve more attention, better support and better products.

So we’re making our purpose clearer.

We’re here to help women through all layers of menopause and the intimate health challenges that can come with it, while supporting pleasure, confidence and connection along the way.

Putting our science front and centre

There are more and more wellness brands appearing in the menopause space. We think that’s a positive thing, women deserve more choice, more conversation and better support.

But with more choice comes an important question:

Who can you really trust?

We want YES Labs to make that answer clear.

You can trust us for the things you’ve always valued: our commitment to safe, natural and gentle products.

And you can trust us for what sits behind them: clinical expertise, rigorous testing and medical science.

We’re making our medical credentials much more visible because they are a fundamental part of what makes YES different. Our products are developed to be clinically effective and doctor recommended, bringing the highest-quality to everyday menopause wellness.

Why YES Labs?

The name itself represents where we’re going.

YES is our heritage. It connects us to the brand you already know, the products you’ve trusted and our belief in saying yes to feeling good, feeling comfortable and feeling confident.

Labs represents our future.

It speaks to science, innovation and clinical rigour. To products that are rigorously tested and validated and held to global medical standards.

Together, YES Labs represents our ambition to deliver science you can feel, combining the best of wellness with the expertise and evidence women deserve.

Our new brand proposition brings this to life:

The clinically backed wellness brand that helps women reclaim comfort and confidence through all layers of menopause.

What happens next?

You’ll start to see YES Labs appear across our brand over the coming months.

That means new packaging, a more streamlined product portfolio and a refreshed brand experience, all designed to make it easier to understand what we do, what our products can help with and why you can trust them.

We’ll keep you informed every step of the way. We’ll share more details about each change as it happens, so you’ll always know what’s new and what it means for you.

At the heart of it all, we’re still YES.

Just bolder, more clinical, more focused and ready to reach women around the world.

Welcome to YES Labs.

Science you can feel. Confidence you can reclaim.

….and yes, we will still be Making Vaginas Happy™, as we've done for over 20 years.