Molly Sims, the multi-talented model, actress, and author, has launched her skincare line, Yse Beauty, which is set to make its debut in 361 Sephora stores across the country on June 13. This follows a successful online launch on June 3. Recognizing Sephora as a prime retailer for her target audience, Sims expressed her commitment to connecting with women where they shop. She aims to provide a relatable beauty solution for those navigating the complexities of modern life, particularly those women who feel they’ve outgrown traditional Millennial offerings.
Founded in 2023 in Los Angeles, Yse Beauty caters to women aged 35 and older, particularly those experiencing life’s transitions in their 40s. Sims has designed the line with this demographic in mind, targeting concerns such as hyperpigmentation, dark spots, and acne scars, which can arise from factors like environmental stress, hormonal changes, and the demands of daily life. With a focus on clean, nontoxic products, Yse Beauty embodies flexibility, aiming to deliver a straightforward beauty routine that fits neatly into the busy lives of these women.
Before officially launching, Sims devoted two years to focused research and development, collaborating with Los Angeles-based SOS Beauty for her initial lineup of six products, available at prices ranging from $45 to $88. This commitment to quality and research was not without its challenges; Sims candidly discussed the financial strain of clinical testing during the brand’s early days. However, the hard work has certainly paid off, evidenced by Yse Beauty’s impressive consumer retention rate of 46 percent and a growing buzz around its standout products, like the Your Favorite Ex Exfoliating Pads and the Skin Glow SPF primer.
Sims describes Yse Beauty as a fusion of skin care and makeup—a “glow first” philosophy combined with clinical efficacy. The brand boasts gentle yet effective formulas, prioritizing noncomedogenic cosmetics that seamlessly integrate skin care benefits. A shining example is their Skin Glow product, which features SPF 30, focusing on preventing sun damage while enhancing glow through beneficial ingredients like niacinamide and spirulina extract. This minimalist approach speaks to Sims’ own aesthetic, known for its “no-makeup” look.
In terms of growth, Yse Beauty is currently composed of a team of 18 members, with plans for expansion following strategic investment from Willow Growth Partners. Sims has praised the firm, acknowledging their role in helping her navigate the complexities of brand development and scaling. Looking toward the future, Sims anticipates the brand will triple its year-over-year revenue by 2025, projecting sales between $2 million to $4 million within the first six months of its Sephora launch.
In-store at Sephora, customers will find an assortment of products designed to address the specific needs of aging skin, including the exfoliating pads, Skin Glow, and Morning Cocktail Vitamin C Serum. Online, however, shoppers can explore a more extensive collection, featuring items like the Last Call Retinol Serum and The Overachiever Brightening Eye Masks. Brooke Banwart, Sephora’s senior vice president of skin care merchandising, highlighted the exciting collaboration with Yse Beauty, emphasizing the importance of providing elevated self-care solutions tailored to the evolving expectations of clients across all ages.