Brand story: Yes to Carrots
What is it? Paraben-free skin and hair care made from 'orange-coloured' fruit and vegetables and
Dead Sea mud.
Who's behind it? Self-proclaimed 'carrot lover' Ido Leffler is the CEO at just 30 years old. 'If you feed your skin with the right minerals and vitamins you're going to have better looking skin and hair,' says Leffler. 'It's the same for your body. Anything else is just masking.'
What's the spin? The feel-good marketing includes witty and quirky lines such as that on the directions for the Pampering Carrot Juice Shampoo: 'Shampoo daily on wet hair while singing.'
Anything else? Yes to Carrots is one of only two companies that have the rights to harvest mud from the Dead Sea. The company has also established a 'Seed Fund' where 1 per cent to 5 per cent of sales are donated to assist developing communities to plant and harvest a self-sustaining organic food source.
Any future plans? The Israeli company has been expanding rapidly - the first international store was launched in November 2006 and there are now 12,000 outlets in 16 countries. There are plans to have almost 20,000 outlets by the end of this year.
Where can I buy it? Mannings and Seibu.
