Our Founder

Michelle Yeh

After spending 30 years in the health and beauty industry, Michelle Yeh decided to tackle a category that is not very well served by the industry – Feminine Hygiene & Intimate Care, which are filled with harsh chemicals that can be harmful for women’s long-term health.

Before "Clean Beauty" was even a thing, Michelle already devoted her career to promoting natural and organic beauty. In 2008, Michelle quit her position as Sr. Vice President, International at Shaklee Corporation and opened China's first organic beauty store—myLOHAS beauty and subsequently opened another 13 stores in the following three years.

To bypass China's animal testing requirements and stay cruelty-free, she later transformed her retail business to online distribution and changed its name to GREEN & Gorgeous.

In 2018, Michelle moved back to San Francisco, CA with her husband and seven cats they rescued from the streets of Shanghai and launched Hygiene Hero in the US in 2020 with a mission to bring clean beauty principles to the feminine hygiene and intimate care category.

Prior to launching Hygiene Hero, she spent 17 years helping American companies such as Mary Kay Cosmetics and Shaklee Corporation expand internationally. Born and raised in the beautiful, tropical island of Taiwan, Michelle came to America in 1990 and received her master's degree in integrated marketing communications from Northwestern University. With her work ethic and creativity, she quickly rose through the ranks and at age 29, became the youngest director at one of America's biggest cosmetics companies.

Authenticity, compassion and sustainability are the three principles that Michelle lives by. She has organized several philanthropic events such as China's first fur-free fashion gala and continues to contribute to causes that promote animal welfare and women's development.

Now based in the San Francisco Bay Area, CA, Michelle and her husband have rescued or sponsored hundreds of animal rescue missions in Asia and helped them find homes globally.

Michelle opened China's first organic beauty lifestyle store in 2011 in XTD, Shanghai's hottest shopping district.
Michelle hosting Beauty Inside & Out event at a local bakery to educate women about healthy food and beauty products.
Michelle personally giving a client a beauty makeover at a GREEN & Gorgeous event.
Michelle hosting China's first Fur-Free Fashion Gala where $80,000 was raised for animal welfare group ActAsia.