3 women in sports wear laughing and leaning on eachother

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

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