The Yes Yes Company
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.
- Company typePrivate
- Founded2003
- HeadquartersGreatham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
The Yes Yes Company firmographics
Firmographics- 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
The Yes Yes Company industry classification
Industry- 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
Where The Yes Yes Company is headquartered
LocationHeadquarters
- HQ city
- Greatham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Yes Yes Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- NHS Prescription: YES VM Vaginal Moisturiser and YES WB Water-Based Lubricant are available via NHS prescription in the UK, providing another revenue channel.
- Retail Distribution: Products sold through retail partners including Boots pharmacy stores in the UK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | VM Vaginal Moisturiser - Standard tube |
| Subscription | Monthly | COCO Oil-Based Lubricant - Applicators |
| Subscription | Monthly | Menopause Dryness Set |
| Unit Pricing | Monthly | WB Water-Based Lubricant - Multiple sizes |
| Subscription | Monthly | Organic YES Cleanse Intimate Wash |
| Subscription | Monthly | YES O YES Clitoral Stimulant |
| Subscription | Monthly | OB Oil-Based Lubricant |
| One time/ perpetual license | Pay-as-you-go | Kaito Sky Clitoral Vibrator |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
The Yes Yes Company product offering
Product offeringCore 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
Companies that use The Yes Yes Company
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
The Yes Yes Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
The Yes Yes Company partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Dani BinningtonminorPartnership with cancer survivor and patient advocate Dani Binnington to support women experiencing menopause after cancer treatment.
- GIRLvsCANCERcorePartnership 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.
- GenMcoreMenopause-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 AssociationcoreOrganic 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.
- NHScoreYES VM Vaginal Moisturiser and YES WB Water-Based Lubricant are used by the NHS and available via NHS prescription, providing healthcare access to patients.
- BootscoreUK pharmacy retail chain stocking YES products in stores across the UK, providing retail distribution channel alongside e-commerce.
- Various Cancer CharitiesminorYES 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
The Yes Yes Company competitors and assessment
Company assessmentDirect 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
The Yes Yes Company social profiles
Digital presenceThe Yes Yes Company compliance and trust
Trust signalCompliance3 records
The Yes Yes Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Yes Yes Company leadership team
Management profileNumber of profiles
Profiles2 records
The Yes Yes Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Yes Yes Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Yes Yes Company
What does The Yes Yes Company do?
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.
Is The Yes Yes Company a public or private company?
The Yes Yes Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Yes Yes Company founded?
The Yes Yes Company was founded in 2003. It employs 11 to 50 people.
Where is The Yes Yes Company based?
The Yes Yes Company is headquartered in Greatham, United Kingdom, in the Europe region.
How does The Yes Yes Company make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are NHS Prescription and retail Distribution.
Who are The Yes Yes Company's main competitors?
Direct peers on record are Sliquid, Good Clean Love, Maude, Pjur Group and Bonafide Health. Emerging players are Lume, Dame Products and Kindra. Broad incumbents are Reckitt Benckiser (Durex / K-Y) and Church & Dwight (Trojan / REPLENS).
Does The Yes Yes Company have an API?
No public API is recorded for The Yes Yes Company.
What industry is The Yes Yes Company in?
The Yes Yes Company's product category is Personal Care - Intimate Wellness. Its primary akta.pro industry code is CRABAIAI, Vaginal Moisturizers & Lubricants, with a secondary code of CRABAIAH, Intimate Washes & Feminine Cleansers. Its NAICS code is 325620 and its SIC code is 2844.