Molly Sims’ Yse Beauty has landed investment from private equity firm Willow Growth Partners.
The financial terms of the deal were not disclosed but the funds will be used to grow the American model and actress’s prestige skin care brand for Gen X women.
This includes facilitating an entry into wholesale next year.
Starsky & Hutch actress Sims founded Yse Beauty (pronounced ‘wise’) in 2023, offering a range of products for mature skin.
The collection claims to help tackle issues such as dark spots, hyperpigmentation, sun damage, photo-ageing and acne scars.
“I recognised a hole in the market for a simplistic skin care routine that marries science-backed clinicals with the beauty and ease of luxury,” said founder and Chief Creative Officer Sims.
Yse Beauty founder Molly Sims (Image credit: Colin Rentmeester)
Yse Beauty was developed alongside incubator SOS Beauty, which has worked with a number of brands such as Merit Beauty and Shani Darden Skincare.
Growth Partners has a history of backing indie beauty brands ripe for growth, including teen range Bubble and ‘clean’ make-up collection Kosas.
The Los Angeles-based firm has previously invested in hair care ranges Dae and Jupiter too.
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