Yse Beauty has a new investor.
The skincare line, founded in April 2023 by author and actress Molly Sims, has secured investment from Los Angeles-based private equity firm Willow Growth Partners. The company’s other beauty investments include Bubble, Corsus, hair care brands Day and Jupiter.
Terms of the deal were not disclosed.
Formulated with a focus on hyperpigmentation and other skin concerns for women over 40, Yse (pronounced “wise”) prices start at $28 for the Golden Sculpt Face Roller to the Problem Solver Brightening Treatment and Retinol. Both serums range up to $88. Other products include an SPF 30 primer, a whitening under-eye mask, and most recently a hydrating lip mask.
The line was developed in collaboration with SOS Beauty, which has worked with many other Los Angeles-based brands, including Merit and Shani Darden Skincare.
At the time of its release, Sims told WWD: “In 2012 my cystic acne disappeared and hyperpigmentation and melasma started rearing its ugly head. I tried everything from cold lasers to hydroquinone for months at a time… (Yse) Not only is the product effective, it doesn’t leave you red or irritated.”
The injection will support Yse’s first foray into retail in 2025, Willow Growth Partners said in a statement.
According to data from Circana, Gen It is shown that Yse is one of a group of emerging brands, along with Bobbi Brown’s Jones Road and Sarah Kugelman’s All Golden, that aim to address the needs of historically underserved populations.
