Yse Beauty: Molly Sims' Skin-Care Brand Targeting Those Over the Age of 35

Photo&colon; Courtesy of Yse Beauty

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Yse Beauty
Headquarters: Los Angeles, CA
E-commerce: ysebeauty.com
Social Media: Instagram / TikTok / Facebook

What: A California-based skin-care brand with clinically proven products that aim to embrace aging and enhance natural skin.

Price Range: $28-$88

Founder: Molly Sims

Origin Story: Yse Beauty (pronounced “wise”) is a clinically proven and dermatologist-tested line of skin-care essentials founded by Molly Sims in 2023. Yse Beauty provides skin-care solutions for those who have struggled with dark spots, hyperpigmentation, sun damage, photo-aging and acne scars. Yse Beauty is focused on providing a stress-free and uncomplicated solution, and aims to be “skin care for women too busy for skin care.”

Yse Beauty addresses the lack of skin-care innovation and marketing for women aged 35 and older. While beauty brands have traditionally catered to younger demographics or pushed anti-aging narratives, Sims saw an opportunity to celebrate women in this stage of life. She recognized that older Millennial and Gen-X women were being ignored in product formulations and brand messaging, so Sims positioned Yse Beauty to embrace aging with confidence, focusing on high-performance skin care that enhances rather than erases.