Hazel Guo, the Toronto- and Miami-based founder of luxury biotech skincare brand Yoé, is in talks with Canadian prestige retailers to bring the skincare brand home.
“Canadian shoppers have fewer places to discover prestige skincare than they did three years ago, at exactly the moment the category is getting more sophisticated. People are reading ingredient lists and asking about clinical data, and there isn’t enough shelf space serving that,” she said.
Why Yoé is worth watching:
- Fast US retail growth: 8 Bloomingdale’s doors across New York, California, Florida, Chicago and Boston. Niche Beauty in Germany follows this fall as its first European partner, then a national US beauty retailer early next year.
- Real loyalty: 30% of customers are on their second, third or fourth refill of its refillable glass bottle.
- Award-winning: Oprah Daily O-Award, Cosmopolitan Holy Grail Beauty Award and a Women’s Health Beauty Award.
- New launch: Ympossible Serum arrives November 15, led by RetiCode™, a next-generation bio-retinoid that renews skin with minimal irritation.
Streamlined skincare routine
“Canada’s prestige skincare landscape is evolving. Nordstrom’s departure and the closure of Hudson’s Bay have changed how and where people discover prestige skincare. At the same time, shoppers are reading ingredient lists and asking more questions about clinical data. I see a gap between that interest and the opportunities to experience newer science-led brands in person,” said Guo.
“For Yoé, the opportunity is to bring high-performance, ultra-clean formulations powered by biotechnology into a streamlined skincare routine. In-store discovery lets people experience Yoé firsthand, from opening the packaging and holding the bottle to feeling the textures on their skin. That complete experience is an important part of what we offer.”
Plans for Canada
Canada matters to Guo personally as well as commercially.
“We’re actively working to bring Yoé to Canadian prestige retailers. Our presence in eight Bloomingdale’s locations has reinforced the importance of education and in-store support. As we expand, we want to bring the same care to each partnership and build closer relationships with our customers, understanding their needs and creating an experience that reflects Yoé,” she said.
Differentiating formulations from established skincare brands
“SynerGenius®, our proprietary biotech complex, is central to what makes Yoé different. Formulated with botanical and bioengineered actives, it uses advanced encapsulation technology designed to protect potent actives, support controlled release and deliver them into the deeper layers of the epidermis for visible results. Our products are designed to address multiple skin concerns at once within a streamlined routine. Fragrance-free, cruelty-free and vegan formulations are central to our approach, alongside EWG verification,” explained Guo.
“We conduct clinical studies with real participants using the finished formulas. Instrumental measurements evaluate wrinkle depth, firmness, skin-barrier function, hydration and dark spots. We also collect participant feedback on their experience. We distinguish measured results from personal assessments and keep our efficacy claims tied to the product and evidence tested.”
Repeat customers and loyalty
Guo said the brand has customers returning for multiple refills.
“I believe that loyalty starts with the formula and the experience of using it consistently. We regularly receive emails from customers describing how the products have changed their skin. Many have very sensitive skin and have been hesitant to use potent anti-aging actives; they tell us they can use our products without irritation or sensitivity. That feedback helps explain why they keep Yoé in their routine,” she said.
“The refill system allows them to retain the glass bottle and replenish the formula. For that to become a habit, the whole experience has to work, from the product itself to how easy it is to replace and find the refill. The commercial potential is in making replenishment a natural part of the customer relationship. It gives us a way to build repeat business around products people already know, while reducing the need for another outer bottle.”
New product launch
RetiCode™ is the brand’s next-generation bio-retinoid, developed to support visible skin renewal without irritation. It works alongside SynerGenius®, its proprietary biotech complex, in Ympossible Serum.
“Ympossible Serum is designed to instantly blur the appearance of pores and lines, visibly firm and lift, support visible skin renewal, and improve the look of uneven tone and dark spots. Its lightweight, fast-absorbing texture makes it the first layer before Ympossible Cream or Ympossible Cream Light,” said Guo.
“Yoé has always believed in a streamlined routine that targets multiple skin concerns at once. Our expansion strategy is to enter different skincare categories with one hero product in each. Ympossible Serum is the next step in that approach, extending our product offering for customers and retail partners while keeping the routine streamlined.”
Company history
Yoé was born out of a deeply personal necessity.
“In my early twenties, I was diagnosed with a painful autoimmune disorder. Through nutrition, lifestyle changes and mindfulness, I managed to bring many of my symptoms under control, but my skin remained reactive. The luxury products I had loved were no longer suitable, while the alternatives often lacked the performance, sensory experience and elegance I wanted,” said Guo.
“That experience inspired me to create Yoé: high-performance, ultra-clean formulations powered by biotechnology, within a streamlined skincare routine. Working with a cosmetic scientist, I developed multi-benefit products designed to address multiple skin concerns at once.
“Yoé launched direct-to-consumer in September 2024. Our mission is to create skincare that delivers transformative results while being kind to skin, to people and to the planet. Innovation, integrity and conscious beauty guide that commitment.”
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