Ido Leffler: Taking on Global Beauty Brands with a Carrot

The case presents the story of Ido Leffler, an entrepreneur from Israel, who, with his penchant for extracts from natural resources, created the brand Yes To. In 2005, Leffler and his friend Lance Kalish acquired the brand Yes To from an Israeli company Sea of Life, that used Dead Sea mud in its cosmetics. Leffler with his unique marketing practices took the brand initially to the US and then to other markets across the globe. Under the guidance of Joy Chen, Yes To became the # 2 brand in the organic skin care segment with annual revenues of about $ 60 million. The case traces the growth of the brand, Leffler’s passion that drove the brand to new heights, the funding of the venture, and its expansion overseas.

The case also presents the story of a passionate entrepreneur, oriented to offer the best to his customers. It also captures Leffler’s continuing entrepreneurial pursuits with companies like Yoobi (schools supplies) and Cheeky (disposable table products), where he promoted the one-for-one model, giving away school supplies to other schools in the US which needed them through Yoobi and donating a meal for every Cheeky product purchased. His next venture was a consumer commerce company Dhosi, expected to commence in 2017 .