The project, the founder
"My story is intertwined with that of the worldwide expansion of cosmetics. For 30 years at L'Oréal, worldwide and in every distribution channel, I closely observed the evolution of consumer expectations.
We've moved on from the reign of plastic and luxury products, with an overabundance of evidence, to a genuine awareness. I've been sharing this transition for many years: simplicity is the hardest thing to achieve in cosmetics.
Remove rather than add... Less plastic, no water at all (cosmetics contain up to 90% of it!), rethinking the conservation of active ingredients without altering their shelf life, removing endocrine disruptors and putting Health at the heart of Beauty, that's the goal I've set myself with Yodi."
Hélène Azancot
Yodi: reinventing skincare for all
Yodi reinvents hair, face and body care and offers you a sensory experience and the effectiveness of top brands, with :
- Dermatologically tested,
- Lists of active ingredients sourced for their safety and proven efficacy,
- Formulas with a pH that respects the scalp and skin,
- Protection of the microbiome.
For everyone, for those with sensitive or irritated scalps, for irritated or tired skin, for a soft, satiny body: discover our natural and vegan skincare ranges, home fragrances and candles.
Working with experts - microbiologists, dermatologists, pharmacists - we create innovative formulas for today's men and women in our Paris laboratory.
Yodi stands for You Deserve It, putting health at the heart of beauty!
A revealing study: consumer habits
"A key factor that prompted me to develop a radically different cosmetics offering was the LERCO study, carried out on 20,000 people in France over 3 years to measure the daily use of cosmetics in real life :
A study of 20,000 people in France on the use of cosmetic products was carried out from 2013 to 2016 by the University of Brest at LERCO: the Laboratoire d'Évaluation du Risque chimique pour le consommateur. This is a first in France, and indeed in the world.
The results? An average of 16 beauty care products used per day for women, 18 for pregnant women and 8 for men. That's just huge and unexpected!"
Why powder?
The aim was simple: to eliminate endocrine disruptors from the everyday products we use all our lives. Preservatives, often suspected of being endocrine disruptors, were the problem. The only solution? Remove the water.
6 years ago, only solid soaps or liquid products existed.
"While exploring the major French active ingredients manufacturers, I discovered that the major ingredients - hyaluronic acid, prebiotics, probiotics, vitamin C, zinc - were all manufactured in powder form. That's how the idea of creating powder products came about." - Hélène.
After testing over 100 shampoo formulas, we developed unique expertise and filed two patents. In 2020, Yodi launched its unique powders, combining blends of powdered active ingredients, oils, complex sugars and proteins:
The benefits of powder products
1. All the qualities of the usual water-free, preservative-free liquid products. Gesture remains similar to that of a liquid product, although dosage and sensoriality are slightly different.
Thanks to a cold manufacturing process, efficacy is optimal, as the active ingredients remain intact and act directly. For shampoos, the light foam with its "snow-white" consistency guarantees fast rinsing, soft, natural hair, and regulation that reduces regreasing.
2. Zero water, zero preservatives, low waste. The lightweight, ultra-small aluminum bottles reduce waste and are ideal for travel. They're also excellent for the scalp, thanks to formulas enriched with prebiotics that respect the natural pH.
Powder tips
- Shampoos: Before each use, shake the bottle for 3 seconds to homogenize the powders. Water activates the powder: simply wet your hair well, then apply a teaspoon of product to the scalp. Add a little water to create a lather, and enjoy a generous, light mousse. After use, close the cap carefully with one hand to ensure a perfect seal in the shower.
- Cleansers: Emmanuelle Capus, our facialist, loves to use Yodi cleansers before all her facial treatments. She mixes a dose of powder with water in a bowl, then applies the mixture with Japanese brushes. The result? A soft texture that's pleasant to apply, for an incomparable sensorial experience. Skin is perfectly cleansed, yet incredibly soft to the touch.
- Deodorants: The idea behind our powder deodorants is simple and magical: powders absorb moisture. Perfect for delicate garments like silk or dark textiles, they leave no residue. The "nude" powder is instantly absorbed, providing an exceptional feeling of comfort and softness all day long.