Gen Alpha Skincare Brand Yes Day Launches at 60 Urban Outfitters Stores
Yes Day, a skincare brand founded by 13-year-old Coco Granderson and formulated with Rhode formulator Ron Robinson, launched at 60 Urban Outfitters stores and online on Tuesday. The brand targets Gen Z and Gen Alpha with affordable cleansers and moisturizers and was founded in September 2025, less than a year before this retail launch. Urban Outfitters head of non-apparel merchandising Karen Booker said the retailer's UO Insiders members use 28 beauty products per week on average. Urban Outfitters is expanding its beauty assortment to compete with Sephora and Ulta on curation rather than breadth, and cited fragrance and body mists as the next category focus.
THE BREAKDOWN
A Gen Alpha founder brand landing a 60-store retail deal within a year of launch is a benchmark for how fast the youth beauty market moves. Brand managers targeting Gen Z and Gen Alpha should note that Urban Outfitters is actively looking for curated discovery over big-brand SKU volume, which means emerging creator-led beauty brands have a real entry point that is easier to access than Sephora or Ulta. Talent reps with beauty creator clients should be pitching UO as a distribution partner, especially in the body mist and fragrance category the retailer explicitly named as its next expansion area. Get a pitch in before that category fills up.
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