YSE Beauty

Molly Sims spent years as a working model contending with dark spots, hyperpigmentation and sun damage, and that personal frustration became the brief for YSE Beauty. Launched on April 25, 2023 after roughly three years of development, the brand, pronounced 'wise,' was pitched explicitly at women over 35, a demographic Sims argued the industry under-served with both products and marketing. The debut lineup included Your Favorite Ex exfoliating pads soaked in glycolic acid and PHAs, a vitamin C brightening serum called Morning Cocktail, and a correcting cream for discoloration named The Problem Solver, framing the brand as a no-fuss 'cheat sheet' for time-pressed shoppers. YSE Beauty is described as clinically proven and dermatologist-tested, and it secured distribution at Sephora along with a $15 million Series A growth round led by Willow Growth Partners to expand its retail and direct-to-consumer footprint. As a celebrity-founded brand only a few years old, it deserves the standard friendly skepticism: the formulations use well-understood actives, but its efficacy claims rest on brand-commissioned testing and its long-term track record is still being written.