BeautyMolly Sims' Yse Beauty Gains Investment From Willow Growth...

Molly Sims’ Yse Beauty Gains Investment From Willow Growth Partners

-

spot_img


Yse Beauty has a new investor.

The skin care line, founded in April 2023 by author and actress Molly Sims, has landed an investment from Los Angeles-based private equity firm Willow Growth Partners, whose other beauty investments include Bubble, Kosas and hair care brands Dae and Jupiter.

Terms of the deal were not disclosed.

Formulated with a focus on addressing hyperpigmentation and other skin concerns for women ages 40 and up, Yse (pronounced “wise”) ranges in price from $28 for its Golden Sculpt Face Roller to $88 for both its Problem Solver brightening treatment and its retinol serum. Other products include and SPF 30 primer, brightening under-eye masks and, most recently, a hydrating lip mask.

The line was developed alongside SOS Beauty, which has worked with a number of other Los Angeles-based brands, including Merit and Shani Darden Skincare.

Upon launching, Sims told WWD: “In 2012, my cystic acne went away, and hyperpigmentation and melasma started to rear its ugly head. I tried everything from cold lasers to being on hydroquinone for months at a time…not only do [Yse] products work, they don’t make you red, they don’t make you irritated.”

The infusion will go toward supporting Yse’s first foray into retail in 2025, according to a statement by Willow Growth Partners.

The Gen X beauty consumer is a powerful cohort, according to data from Circana, which indicates the generation comprises roughly 20 percent of the U.S. population and an equal portion of total beauty spend — or about $23 billion across mass and prestige. Yse is among the nascent group of brands — alongside Bobbi Brown’s Jones Road and Sarah Kugelman’s All Golden — aiming to address the historically underserved cohort’s needs.



Source link

Latest news

There Are More Than 3,500 Wigs in “Wicked”—Interview

In The Scenario, reporter Kirbie Johnson takes readers behind the scenes of the buzziest movies and TV shows...

Crown Affair Closes $9 Million Series B Round

Prestige hair line Crown Affair, known for its emphasis on air-drying hair and natural styling techniques, has secured...

Britons among those in hospital after suspected methanol poisoning in Laos | Laos

British tourists are among those being treated in hospital after allegedly being served alcoholic drinks containing deadly methanol...
spot_img

Alexander Wang Resort 2025 Collection

On his brand Instagram account, Alexander Wang is offering Wangovers to tourists and locals he meets in the...

One in five ex-smokers currently vape in England

About one in five people who...

Must read

There Are More Than 3,500 Wigs in “Wicked”—Interview

In The Scenario, reporter Kirbie Johnson takes readers...

Crown Affair Closes $9 Million Series B Round

Prestige hair line Crown Affair, known for its...
spot_img

You might also likeRELATED
Recommended to you