Everyone can be a Hygiene Hero.

Our Team

Michelle Yeh

Founder

After spending 15 years helping American companies expand internationally, Michelle quit her position as Sr. Vice President and devoted the next 12 years promoting natural and organic beauty and wellness in Asia and has helped numerous international brands enter China. 

She opened China’s first organic beauty store - myLOHAS beauty in 2011 and subsequently opened another 13 stores in the following three years.  To stay cruelty-free due to China’s animal testing requirements, she transformed her business to e-commerce and changed its name to GREEN & Gorgeous.  

In 2020, she launched Hygiene Hero in the US with a mission to bring clean beauty principles to the hygiene category.  Helping women discover healthy beauty and advocating animal welfare are her two main missions in life. Now she has added self-care and hygiene to the equation. 

Born in Taiwan, educated in America with a Masters degree from Northwestern University, authenticity, compassion and sustainability are the three principles Michelle lives by. 

Based in San Francisco, CA, Michelle and her husband rescued or sponsored hundreds of animal rescue missions and help them find homes globally. She has organized several philanthropic events such as China’s first fur-free fashion gala in 2016 and continues to contribute to causes that promote animal welfare, women’s and children’s development.

Karen Raghavan

Advisor

Karen has been in the luxury beauty industry for 15 years and most recently led Global Sales and Brand Strategy at Biossance, one of the fastest growing clean skincare brands in Sephora. At Biossance she achieved triple digit comparable growth across Sephora North America and rapid expansion into international markets. Previously, she was one of Benefit Cosmetics’ senior leaders for over seven years. She then relocated to Singapore to launch the Southeast Asia / India business in 2012. She returned to SF in 2016 to start a digital innovation project for the China travel retail market.

Prior to Benefit, Karen worked at Bare Escentuals, Estée Lauder and Coach across business development, marketing and finance roles.  She started her career in Investment Banking at Goldman Sachs in HK and in NYC. She has an AB from Dartmouth and MA from Stanford in East Asian Studies and is fluent in both spoken Mandarin and Cantonese.

Karen brings most invaluable global market insights and channel access for Hygiene Hero, bridging personal hygiene to the beauty industry. 

Allie Rooke

Advisor

Allie has over 12 years of experience in the beauty industry, driving local, regional and global strategies for Chanel, L’Oréal and Burberry Beauty.

Asia has been her home for most of the last 12 years having lived in Chengdu, Shanghai, Hong Kong and now based in Jakarta.

During a long struggle with infertility she discovered the world of natural and clean cosmetics. And has become a passionate advocate in Asia for Independent beauty brands striving to create better products for their consumers.

Asia has been central to her experience and she now has a consultancy – Clean Beauty Asia which provides support to Indie Beauty brands wanting to enter and expand in Asia. Her key area of focus is Cruelty free Cross border e-commerce into China for Independent beauty brands helping to ensure brands maintain their integrity and long-term strategic alignment by finding the right local approach and partners.

 She studied Chinese at Sydney university and is constantly using and improving her language skills including speaking to her two small daughters in it constantly!

Gym Tan Miller

Advisor

Gym has built a 30 year career within the international fashion and apparel space, in senior leadership positions for brands such as DKNY, Gymboree, Rothy’s, and Esprit.  She is known for creating and delivering great product, growing top line revenue in the $30 - $300 mil range and building operating teams and global partnerships for premium and luxury brands entering new markets and facing market transitions.

Gym was President, DKNY Jeans International developing and running all territory outside the US. She also spent 12 years with the iconic Esprit brand in multiple international roles culminating as Fashion Director. She was part of the management team that took the brand public in one of the most successful listings in Hong Kong history. She currently serves on the Board of the Fashion Incubator San Francisco as well as being an active Investor and Advisor to several fashion related start-ups in the US and Europe.

She loves the fashion and beauty business and brings her considerable experience, influence and finely tuned aesthetic to the Hygiene Hero team.

Want to get in touch? Send us an email!

Michelle Yeh

Founder

Karen Raghavan

Advisor

Allie Rooke

Advisor

Gym Tan Miller

Advisor