Urban Outfitters has expanded its beauty assortment with the exclusive U.S. brick-and-mortar launch of Yes Day Beauty, bringing the emerging skincare brand to 60 stores nationwide and online. The partnership marks Yes Day's first physical retail presence in the United States and underscores Urban Outfitters' continued focus on introducing culturally relevant, next-generation beauty brands to its customers.

Skincare has become one of Urban Outfitters' fastest-growing beauty categories, with 96% of its UO Insiders community incorporating it into their routines. Members of this community use an average of 28 beauty products each week, reinforcing beauty as both a daily ritual and a category driven by ongoing discovery. As beauty routines become increasingly personal, customers are seeking curated retail environments where they can discover, experience, and connect with emerging brands beyond the digital shelf.

Yes Day was founded by 14-year-old entrepreneur Coco Granderson and developed alongside award-winning cosmetic chemist Ron Robinson. The brand was created to simplify skincare for young consumers with gentle, effective formulas that make self-care approachable, joyful, and easy to navigate. Developed specifically for Gen Zalpha consumers, the brand was born from Granderson's firsthand experience searching for products that felt appropriate for her age and skincare needs.

"Skincare has become an essential part of our customers' daily routines, and we're always looking for brands that genuinely reflect how they're engaging with beauty," said Karen Booker, Head of Merchandising, Non-Apparel at Urban Outfitters. "Yes Day stood out because it was created to solve a real need. Coco couldn't find products that felt right for her generation, so she built it herself. It's exactly the kind of perspective we look for as we continue to build a beauty assortment that reflects how our customers live, shop, and discover."

The Yes Day lineup features essentials powered by the brand's exclusive Yes Magic™ complex, a blend of probiotics, moisture magnets, and antioxidants designed to support healthy, hydrated skin. The collection includes the Float Foam™ Cleanser ($24), Whip Dream Moisturizer ($32), Inner Beam™ Hydration Mist ($19), and Lip Sweetie™ Lip Mask ($15).

"Launching at Urban Outfitters is an incredible milestone for Yes Day and something I've dreamed about since starting the brand," said Coco Granderson, Founder of Yes Day. "We created Yes Day to make skincare feel less intimidating and more joyful for young people who deserve products made with their skin in mind. Having our first U.S. retail home at a place that's known for discovering what's next allows us to reach even more young people as they begin building healthy skincare habits."

Morgan Stanley analyst Alex Straton has reinstated coverage of Urban Outfitters, assigning the stock an Overweight rating and establishing a price target of $89. The move signals renewed confidence in the retailer's performance potential.

The reinstatement follows a period where the stock was likely under review or not rated by the firm. By setting a specific price target, Morgan Stanley provides a clear benchmark for investors regarding the stock's future valuation.

Analyst Details

The rating and price target were issued by Alex Straton, an analyst at Morgan Stanley. The Overweight designation suggests that the firm expects the stock to outperform the average return of the analyst's coverage universe over the specified period.

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