Coco Granderson is her mom’s CEO. Each morning, they drive to school along with Coco’s two younger sisters. Kaya, age 6, and Celine, age 11, start at 8:30 a.m. Coco, age 13, starts at 8:50 a.m. In the 20 minutes Coco and her mom are alone, they have a meeting. That meeting usually consists of Coco going through their brand Yes Day’s Instagram and flagging stuff her mom wrote in the comments that a 13-year-old would never say. Yes Day sells skin care — not just soap and moisturizer. Skin care is a hobby. Skin care is what you do if your mom takes away your phone. Skin care is what you do after school and at a sleepover when you used to play with slime. As one 11-year-old Yes Day fan put it, “I thought skin care was, like, face masks and face wash until I really started doing it.” Yes Day smells like Jolly Ranchers and sells age-defying products to people who are still growing up.
