Yerba Madre Selects Props

Yerba Madre has selected Props to expand its creator-led marketing efforts, with an initial focus on reaching new audiences without compromising the brand’s identity.

Yerba Madre is an identity-driven “better energy” brand rooted in ritual, vitality, and real-world use. As the brand scales, the mandate is clear: grow reach while preserving belief, credibility, and cultural integrity.

Props is a performance-based creator media channel that turns trusted human stories into measurable results by combining creator credibility with paid media at scale.

The first activation will feature creators who genuinely live the Yerba Madre lifestyle, introducing the brand through real stories designed to build familiarity, trust, and momentum.

The partnership reflects a shared belief: authenticity only scales when stories—not ads—lead the system.