Yoé

The Japanese skincare brand was founded by Hazel Guo in 2024. After being diagnosed with an autoimmune disorder, she immersed herself in nutrition, lifestyle and meditation – yet her reactive skin showed no signs of improvement. In search of high-performance yet gentle skincare, she collaborated with Italian cosmetic chemist Luisa Fanzani to develop hypoallergenic, vegan and fragrance-free formulas. The brand name is inspired by the Japanese word for “good” and reflects Guo’s philosophy of creating products that are beneficial in every sense.