Yasmina Mokraoui

VP, Wholesale Life is Good

Yasmina Mokraoui is the Vice President of Wholesale at Life is Good, where she leads the company’s wholesale, spanning lifestyle, retail, and private label channels. She thrives in fast-paced environments, with a track record of moving quickly to adapt to shifting consumer needs, market opportunities, and retail trends.

Throughout her career, Yasmina has held leadership roles across global fashion and wellness brands, overseeing Sales, Merchandising, and Brand Development. Her experience includes launching new product categories, building international partnerships, and scaling businesses in both emerging and established markets.

Since joining Life is Good, Yasmina has focused on modernizing the wholesale approach, building a high-performing team, and aligning commercial strategy with the brand’s mission to spread the power of optimism. She spearheaded the launch of Keep It Simple (KIS), the company’s fast-growing custom and print-on-demand private label business that enables brands, events, and organizations to create premium apparel.

She is passionate about growing purpose-driven brands and brings both sharp operational instincts and deep customer insight to every challenge. Yasmina lives in Hingham, MA with her husband, two boys and doodle.