Happy International Women's Day 2021 #ChooseToChallenge
Choose to challenge
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."
![Susi Lennox and Sarah Brooks YES YES Co-founders](https://cdn.shopify.com/s/files/1/0512/1579/4376/files/Website_image_formatting_new_size_20.83_x_10.58cm_1_600x600.png?v=1651139093)
Reflecting on YES
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