Key Takeaways:
- UO is Yes Day’s first U.S. retail partner, live in 60 stores and online
- Yes Day was founded by 14-year-old Coco Granderson with chemist Ron Robinson
- UO Insiders data: 96% use skincare weekly, average 28 products a week
- Launch follows a 9% Q1 Retail segment comp for the UO brand, with accessories among the categories posting positive comps
Urban Outfitters is expanding its beauty assortment with the exclusive U.S. brick-and-mortar launch of Yes Day Beauty, bringing the skincare brand to 60 stores nationwide and online. The partnership marks Yes Day’s first physical retail presence in the United States.
The brand was founded by Coco Granderson, who was 14 years old when she started the company, after struggling to find skincare products that felt appropriate for her age and needs. She developed the line alongside cosmetic chemist Ron Robinson.
Yes Day is positioned for what the industry has begun calling “Gen Zalpha,” a term describing the cohort straddling the youngest Gen Z and oldest Gen Alpha consumers, generally referring to today’s tweens and early teens who are digitally native and increasingly driving their own beauty and skincare purchases.
UO Insider Data Drives the Beauty Push
Urban Outfitters said skincare has become one of its fastest-growing beauty categories, a shift backed by data from its UO Insiders community. Among members, 96% incorporate skincare into their routines, the most widely used beauty category in the group, and Insiders use an average of 28 beauty products each week.
Urban Outfitters said the numbers show that beauty routines are becoming more personal and that customers want curated retail environments to discover emerging brands beyond online shopping.
“Skincare has become an essential part of our customers’ daily routines, and we’re always looking for brands that genuinely reflect how they’re engaging with beauty,” Karen Booker, Head of Merchandising, Non-Apparel at Urban Outfitters, said in a statement. “Yes Day stood out because it was created to solve a real need. Coco couldn’t find products that felt right for her generation, so she built it herself.”
“Launching at Urban Outfitters is an incredible milestone for Yes Day and something I’ve dreamed about since starting the brand,” Coco Granderson, Founder of Yes Day, said in a statement. “We created Yes Day to make skincare feel less intimidating and more joyful for young people who deserve products made with their skin in mind.”
Yes Day Product Lineup at Urban Outfitters
The Yes Day lineup is built around the brand’s Yes Magic complex, a blend of probiotics, moisture magnets and antioxidants designed to support healthy, hydrated skin. Products include the Float Foam Cleanser ($24), Whip Dream Moisturizer ($32), Inner Beam Hydration Mist ($19) and Lip Sweetie Lip Mask ($15).
A Beauty Bet Backed by Strong Q1 Momentum
The Yes Day launch lands as Urban Outfitters comes off a strong first quarter. On the company’s Q1 FY27 earnings call in May, executives said total Urban Outfitters brand sales grew more than 11% and the global retail segment comp came in at 9%, with strength across both North America and Europe. In North America, digital comps outpaced store comps, while in Europe stores led digital.
Executives said the North America business delivered positive comps across women’s apparel, accessories and home, with the ongoing bottoms trend continuing to fuel apparel growth.
Regular-price selling outpaced total comp growth, a sign of full-price demand rather than markdown-driven sales.
Company leaders also pointed to marketing efforts and platform diversification, including an April DoorDash launch and a shift toward user-generated content in the brand’s influencer strategy, as drivers of double-digit new customer acquisition alongside strong retention.
Executives said they expect the brand to deliver a high single-digit positive retail segment comp in Q2.
