Thirteen-year-old Coco Granderson has created a new Gen Alpha beauty brand, Yes Day, in partnership with BeautyStat founder and Rhode formulator Ron Robinson.
According to Glossy, the brand officially launched on October 1, after a pre-sale debut in September 2025. The initial lineup consists of four products: the Float Foam Cleanser ($24), Whip Dream Moisturizer ($32), Inner Beam Hydration Mist ($19), and Lip Sweetie Lip Mask ($15).
Coco was just 11 when she first conceived the idea for a skincare line. While on a flight to Dubai, she told her mother, Danielle Granderson, and a close family friend that she wanted to start a skincare brand.
“She said, ‘There’s nothing for me. My friends love to go to Sephora, but we can’t find anything that is right for our skin and also has cool packaging,’” her mother, Danielle, recalled her saying.
Despite Danielle’s initial reluctance, the Los Angeles-based mother and daughter have been developing Yes Day ever since.
Danielle consistently found that sales associates could only “cherry-pick” age-appropriate products when she asked for skincare brands where all items would be safe for Coco to use. This wasn’t a fleeting interest; her younger daughter soon became interested in skincare as well.
A year after Coco first brought it up, Danielle committed to the idea, thinking, “You know what? I think this is a great idea. I have no idea how I’m going to do it. But I’ll figure it out.”
Later, an introduction to Robinson was made through mutual friends.
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Coco explained that she began experimenting with skincare when she was eight years old, stating it was “for fun” and “not because, like, I needed it.”
“I want to launch a brand because I was like, ‘No one’s making skin care for kids, and if they are, it doesn’t tick the box, because either it’s not cute or it doesn’t actually help. And then I was like, ‘If no one’s going to make it for us, I have to make it myself,’” Coco said.
She revealed that before developing her own products, she had used formulas meant for an older demographic, such as “retinol, anti-aging products.”
The self-funded teenage brand, Yes Day, has so far made significant investments. This includes custom-tooled packaging—a known industry-wide expense—and clinical testing.
“We wanted the packaging to be really eye-catching, because the reason I was buying the bad stuff is that the packaging was really cute. We wanted it to be cute so people would see it and be like, ‘Oh my gosh, what’s that?’” Coco explained.
Robinson specifically developed the formulations to support young skin’s barrier and provide a healthy glow. The products feature a unique Yes Magic complex, which contains probiotics, centella asiatica, and antioxidants.
“I wanted to help these young consumers build a healthy routine around maintaining their barrier, hydrating, protecting their skin and giving them that glow,” Robinson said.
Robinson, who holds an equity stake in the brand, explained his motivation for partnering with Coco: “I basically could not recommend a BeautyStat product [for this demographic]. It’s not for their skin. … We’re for millennial and Gen-X consumers. … Rhode and Hailey have another positioning. This was a new consumer that none of the brands I work on were addressing. And so that’s what made me feel really compelled to partner up with Coco to create this brand,”
Danielle, who was formerly employed in clinical research before becoming a stay-at-home mother nine years ago, and her husband, an entertainment lawyer, were instrumental in launching the brand.
While her husband is not involved in the daily operations, his initial help was valuable. Given Danielle’s background, the brand prioritized thorough testing, investing in clinical trials for all four products and even finding a lab equipped to conduct trials specifically with teen testers.
“Clinical testing is expensive. Clinical testing on a younger population, which is typically not used in a clinical setting, is even more expensive. So we definitely invested in this,” Robinson said. Among its findings were that 93% of users said Lip Sweetie made their lips feel hydrated after application, and 97% of users said Float Foam Cleanser rinsed thoroughly.
“Since I’m new to the beauty space, I didn’t realize that with safety testing, they really just swatch either [someone’s] forearm or their back to show that it doesn’t [cause irritation]. … I just said, ‘No, I need more than that,’” Danielle said.
Coco’s clear vision was evident, according to both Danielle and Robinson, who each mentioned in separate calls that the teenager had a precise idea of her desired product, even when some negotiation was needed. For instance, Coco preferred a rich cream, though Danielle advocated for a lighter moisturizer.
“[My mom] was like, ‘No, it needs to be really thin, because your skin’s gonna get clogged,’” Coco said.
The tween skincare market is rapidly expanding, with Gen Alpha driving 49% of mass skincare growth in March 2025. While some worry about younger users, experts agree that gentle, age-appropriate products are better than harsh ones. Dermatologist Dr. Amy Wechsler noted in 2023 that skincare experimentation helps establish healthy routines and a sense of control.
Yes Day, the new brand, intends to initially concentrate its marketing on social media platforms like TikTok and Snapchat, as advised by Coco, who considers Instagram to be for “old people”.
Danielle’s sister is a beauty copywriter with the packaging agency Bartlett Brands, which the Grandersons hired for Yes Day. She wrote the copy and helped develop the brand’s voice.
The brand also plans to sell products at Coco’s volleyball tournaments, which are sometimes attended by up to 15,000 teenagers. This will give Coco the opportunity to interact directly with her peers.
While Coco hopes to eventually be in Sephora, Danielle noted that “the reality is, it’s expensive to be in Sephora,” emphasizing that “This is our family brand.”
“Really, I made this collection for me, for my family, for their friends,” the proud mother said. “If we didn’t love it, I wouldn’t put it out there. It’s still a business, but at the end of the day, we did teach our daughter that if you love something, you’re fortunate enough to have money to put in and you really work hard, you can see it come to fruition.”
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