The Yes Yes Company

What The Yes Yes Company does

The Yes Yes Company is a UK-based, privately held intimate care company founded in 2003 by Susi Lennox and Sarah Brooks, headquartered in Alton, Hampshire. The company develops, manufactures, and sells certified organic intimate health products — principally vaginal moisturisers, water- and oil-based lubricants, intimate washes, and pleasure accessories — under the YES and AH! YES brands. Its core technology is built around iso-osmotic, pH-matched formulations (target vaginal pH 3.8–4.5) designed for sensitive mucous membranes and certified organic by the Soil Association, with a strict ingredients policy excluding glycerin, parabens, propylene glycol, petroleum by-products, mineral oil, silicone oils, and other known mucosal irritants. The YES VM Vaginal Moisturiser additionally holds CE and UKCA medical device certification.

The business operates a direct-to-consumer e-commerce model through yesyesyes.org with a subscription offering (15% discount, free UK shipping), supplemented by NHS prescription availability for VM and WB products, Boots pharmacy retail distribution in the UK, international distribution across 113 countries via YES Sarl and regional partners, and a dedicated healthcare professional portal. Revenue is generated primarily through unit-priced consumer sales (£8.49–£40.97 AOV across SKUs and bundles) and one-time purchases of the £50 Kaito Sky vibrator. The company serves four primary use-case segments: menopausal and perimenopausal women, cancer patients and survivors, postpartum women, and health-conscious consumers seeking clean-ingredient intimate care, with more than 10,000 healthcare professionals reportedly recommending the products. The firm is bootstrapped (no disclosed funding rounds), employs 11–50 people, and has cumulatively sold 7 million products to approximately 300,000 customers.

Name

The Yes Yes Company

Legal name

The YES YES Company Ltd

Website

https://yesyesyes.org

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

The Yes Yes Company is a UK-based certified organic intimate care brand founded in 2003, selling pH-matched vaginal moisturisers, lubricants, washes, and pleasure products directly to consumers in 113 countries, with NHS prescription availability and Boots retail distribution in the UK.

Ownership category

akta.pro rank

Product category

Personal Care - Intimate Wellness

NAICS

Toilet Preparation Manufacturing (325620), Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Vaginal Moisturizers & Lubricants (CRABAIAI)

akta.pro secondary industries

Intimate Washes & Feminine Cleansers (CRABAIAH), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Intimate & Personal Hygiene Washes (CRABAEAF), Sexual Wellness & Intimacy Products DTC (CRAFACAM)

Keywords

• Organic intimate care
• Vaginal moisturisers
• Personal lubricants
• Intimate hygiene wash
• Menopause wellness

Headquarters

HQ city

Greatham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through company website yesyesyes.org with subscription model offering 15% discount on recurring orders with free UK shipping.
2. NHS Prescription: YES VM Vaginal Moisturiser and YES WB Water-Based Lubricant are available via NHS prescription in the UK, providing another revenue channel.
3. Retail Distribution: Products sold through retail partners including Boots pharmacy stores in the UK.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Yes Yes Company manufactures and sells a certified organic range of intimate care products including vaginal moisturisers, water-based and oil-based personal lubricants, pH-matched intimate washes, clitoral stimulants, and a body-safe silicone vibrator. Products are direct-to-consumer via yesyesyes.org with a subscription model (15% discount), and are also distributed through Boots retail, NHS prescription, and international distributors across 113 countries.

Product overview

The Yes Yes Company (YES) is a certified organic intimate health brand offering a focused portfolio of vaginal moisturisers, lubricants, intimate washes, and pleasure products. The core product line includes the VM Vaginal Moisturiser for long-lasting hydration, three lubricant variants (WB water-based, OB plant oil-based, and COCO coconut oil-based), and CLEANSE intimate wash. These core products work together to address vaginal dryness, moisture, and intimate hygiene. The portfolio is extended through the YES O YES clitoral stimulant and Kaito Sky clitoral vibrator for pleasure enhancement. The Menopause Dryness Set bundles the key products for menopausal care. All products are certified organic by the Soil Association, free from glycerine, parabens, and harsh chemicals, and are pH-matched to vaginal tissue.

Differentiator

Problem solved

Functional benefit

Brands

• AH! YES®: A related brand in the company's portfolio, mentioned alongside YES in the 20-year celebration content as part of the company's rebranding efforts.

Products and services

• VM Vaginal Moisturiser A plant-based, iso-osmotic vaginal moisturiser providing fast, soothing relief from dryness, burning, itching and irritation; pH-matched to vaginal tissue and CE/UKCA certified as a medical device, with up to 3 days of rehydration per application. Available in tube (100ml) and applicator packs (6 or 30 units). Targeted at women experiencing menopause-related dryness, post-cancer treatment dryness, and anyone needing long-lasting intimate hydration.
• WB Water-Based Lubricant A pH-matched, plant-based water-based organic lubricant designed to feel like the body's own moisture and hydrate intimate tissue while supporting the vaginal natural balance. Condom compatible. Available in travel (50ml), standard (100ml), large (150ml) tubes and 6-pack or 30-pack applicators. Targeted at women seeking clean-ingredient lubrication and at patients receiving it via NHS prescription.
• OB Oil-Based Lubricant A plant-based oil-based lubricant enriched with shea butter for long-lasting lubrication; nourishes, soothes and protects intimate tissue and can be used as a massage oil. Not compatible with latex condoms. Carries GenM M-Tick menopause-friendly certification. Targeted at menopausal women and consumers seeking long-lasting natural lubrication.
• COCO Oil-Based Lubricant A plant-based lubricant combining organic coconut oil and jojoba oil for exceptionally smooth, conditioning, long-lasting lubrication of dry vulval and vaginal tissues. Not compatible with latex condoms. Targeted at consumers seeking long-lasting natural lubrication, including menopausal users.
• CLEANSE Intimate Wash A pH-matched intimate foam wash formulated to cleanse the vulva without disrupting its natural balance; removes odour-causing bacteria while remaining gentle on sensitive tissue. Available in unfragranced or rose scents. Over 200 washes per 150ml bottle. Targeted at women seeking gentle, clean-ingredient daily intimate hygiene.
• YES O YES Clitoral Stimulant A clitoral stimulant oil blend of organic plant oils (sunflower, jojoba, peppermint, ginger) designed to quicken arousal, enhance sensitivity and intensify pleasure during foreplay and climax. Targeted at women seeking a plant-based arousal enhancer.
• Kaito Sky Clitoral Vibrator A body-safe silicone clitoral vibrator with a smooth, flat surface and soft textured finish; features a teardrop-shaped tip for clitoral stimulation and vaginal entrance/perineal massage; USB rechargeable. Targeted at women seeking a body-safe, rechargeable intimate pleasure device.
• Menopause Dryness Set A curated bundle combining the VM vaginal moisturiser, CLEANSE intimate wash, and COCO oil-based lubricant for a complete daily care routine for menopausal vaginal dryness, sold at a 15% set discount. Targeted at menopausal women seeking an integrated dryness-care routine.

Quantifiable outcome

• Provides relief from dryness, itching and irritation often in under one hour
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Dani BinningtonminorStrategic or Co-development Partner · 7 July 2023Partnership with cancer survivor and patient advocate Dani Binnington to support women experiencing menopause after cancer treatment.
• GIRLvsCANCERcoreStrategic or Co-development Partner · 14 May 2021Partnership on the 'Feeling Myself' campaign supporting women experiencing intimate health changes after cancer treatment. YES collaborates with GIRLvsCANCER to raise awareness and provide products for women affected by cancer.
• GenMcoreGTM or Marketing PartnerMenopause-friendly product certification partnership. YES products (VM Vaginal Moisturiser, WB, OB, COCO) carry the GenM M-Tick certification for menopause-related vaginal dryness, making products easily identifiable for menopausal women.
• Soil AssociationcoreOthersOrganic certification body that certifies YES products as certified organic. All YES products are certified by the Soil Association (UK), ensuring ingredient purity and compliance with organic standards.
• NHScoreStrategic or Co-development PartnerYES VM Vaginal Moisturiser and YES WB Water-Based Lubricant are used by the NHS and available via NHS prescription, providing healthcare access to patients.
• BootscoreChannel Partner/ Reseller/ DistributorUK pharmacy retail chain stocking YES products in stores across the UK, providing retail distribution channel alongside e-commerce.
• Various Cancer CharitiesminorStrategic or Co-development PartnerYES works alongside numerous cancer charities and social organisations to raise awareness of the intimate health issues women face during and after cancer treatment.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sliquid: US specialty lubricant brand built around clean, vegan, glycerin-free formulations. Direct competitor to YES in the natural/organic water-based lubricant niche with comparable ethical positioning.
• Good Clean Love: US-based organic intimate care brand best known for its water-based BioGlyde lubricant and intimate washes. Closest direct analogue to YES in positioning around certified clean, pH-balanced intimate care for sensitive users.
• Maude: Modern sexual-wellness DTC brand with lubricants, cleansers, vibrators and menopause-focused products. Competes with YES for the same minimalist, body-safe, gentle-formulation consumer.
• Pjur Group: German personal-lubricant manufacturer with a premium specialty portfolio (silicone, water-based, organic lines) sold globally. Highly comparable to YES in product focus on lubricants and intimate care for sensitive applications.
• Bonafide Health: Women's health company selling Revaree, a hyaluronic-acid vaginal moisturiser, plus other non-hormonal intimate care SKUs. Overlaps YES on vaginal moisturisation and menopause/midlife intimacy use cases.

Emerging players

• Lume: Direct-to-consumer brand built around a clinical whole-body deodorant, with expanding body and intimate care SKUs. Comparable as a founder-led DTC personal-care brand targeting sensitive-skin consumers.
• Dame Products: Female-founded sexual wellness brand spanning vibrators, lubricants and suppositories (including Damiva). Adjacent to YES on pleasure and intimate care with crossover on lubricant/moisturiser SKUs.
• Kindra: Menopause-focused DTC brand selling vaginal oestrogen-free care including daily moisturisers and lubes. Closely overlaps YES on the menopause/midlife vaginal dryness use case and GenM-style consumer education.

Broad incumbents

• Reckitt Benckiser (Durex / K-Y): Global CPG conglomerate owning the Durex condom/ lubricant brand and K-Y personal lubricant range. Mass-market incumbent in intimate care and the largest reference point for category economics that YES competes against.
• Church & Dwight (Trojan / REPLENS): US-listed CPG major owning the Trojan sexual wellness range including Trojan lubricants and REPLENS vaginal moisturiser. Direct incumbent competitor to YES in OTC vaginal moisturisers and lubricants in North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/theyescompany
• Facebookfacebook.com/yesyesyesco
• LinkedInlinkedin.com/company/theyesyescompany

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Yes Yes Company