After spending 30 years in the health and beauty industry at companies such as Mary Kay Cosmetics and Shaklee Corporation, Michelle Yeh decided to tackle a category that is not very well served by the industry – intimate care. 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 personal intimate care categories.