Many teenagers have taken the social media world by storm, driven by a deep curiosity to discover new beauty routines and products within the cosmetics industry. As this industry continually evolves to meet increasing demands for inclusivity, it often focuses on older audiences, leaving younger generations feeling neglected. The persistent calls for inclusion from her peers led Coco Granderson to begin developing a skincare line specifically tailored to the needs of Gen Z and Gen Alpha.
Bonded by a shared affinity for skincare, Granderson partnered with Ron Robinson, cosmetic chemist and founder of BeautyStat, to bring her vision of effective, dermatologist-tested products to fruition. This collaboration birthed YES DAY, making history as the first dermatologist-tested skincare brand founded by a Gen Z peer. In a recent conversation with GU, Granderson discussed the high demand for beauty products among her demographic and her hopes for how the brand might influence the industry for future generations.
Granderson’s attraction to skincare began at age ten when she first started exploring various masks, creams, and serums. She quickly became devoted to her own beauty regimen, but her direction changed after her mother advised her to stop using products unsuited for young skin. Granderson realized that while she and her friends wanted products that felt fun and cool, they also needed formulas that were safe and gentle.
While TikTok trends frequently gain popularity, Granderson explained that many of her peers gravitate toward products containing ingredients that cause irritation or damage. This often leaves Gen Z and Gen Alpha teens feeling overlooked regarding their specific biological needs. Providing insight into what a youthful regimen should actually look like, Granderson noted that a complicated routine is unnecessary for confidence, suggesting that a mild cleanser, moisturizer, SPF, and lip balm are all that is truly required.
Rather than continuing a cycle of trial and error with products meant for adults, Granderson reached an epiphany to create a solution featuring clean formulas and innovative packaging designed for today’s youth. When asked what her generation specifically needs, she emphasized that skincare should help develop good habits rather than trying to fix problems that do not yet exist. She wants her peers to know that skincare is about self-care, not achieving an impossible standard of perfection.
This mission may prompt some to wonder how YES DAY differs from other youth-focused brands. Granderson emphasizes that the line is truly made for children and teens rather than just marketed to them. Every product undergoes clinical testing for twenty-eight days on individuals between the ages of ten and sixteen. By holding focus groups to gather immediate feedback from her peers, Granderson sent a powerful message that real change occurs by defying the odds and forging a new path.
YES DAY formulas are developed to reinforce the skin’s protective barrier while maintaining overall skin health, utilizing gentle cleansing agents, barrier repair compounds, and lightweight hydrators such as glycerin. These elements can work wonders in enhancing the skincare routines of Gen Alpha, providing effective, soothing, and nourishing care without harsh chemicals.
Robinson explained that focusing on a carefully formulated blend of probiotics, moisture magnets such as hyaluronic acid, and potent antioxidants like vitamin C can restore balance to fragile skin barriers. These key ingredients help prevent breakouts, irritation, and dullness, making them ideal for products designed for the next generation.
As the first dermatologist-tested skincare brand created by a Gen Z founder, YES DAY highlights an evident demand for change. Granderson has cemented her place in the industry by asserting that her generation deserves products made responsibly and honestly. She believes that because younger consumers do not fit in the adult aisle or the baby aisle, they deserve their own category where beauty is fun and creative but, above all, safe.