YSE Beauty

YSE Beauty (styled Y/SE, pronounced "wise") is a premium skincare and beauty brand founded by Molly Sims that develops clinically tested, multi-functional products positioned at the intersection of skincare and makeup. The range addresses hyperpigmentation, uneven tone, dullness, hydration and signs of aging, and is designed around simplified routines rather than multi-step regimens. Products sold on the company's site include the Xtreme Glow Dewy Peptide Plumping Serum ($68), Xtremely Quenched Peptide Instant Glow Moisturizer ($68), Skin Glow Illuminating 3-in-1 SPF 30 Primer ($54), Your Favorite Ex Barrier-Friendly Exfoliating Pads ($75), Morning Cocktail Vitamin C Brightening Serum ($85), Wide Awake Brightening & Depuffing Eye Cream ($68), The Overachiever eye masks ($38) and Like A Gloss Hydrating Lip Tint ($30), plus multi-product duos and build-your-own sets.

Formulations are marketed on named actives and supporting clinical testing: the Xtreme Glow serum uses tripeptide-1 and hexapeptide-9, diglucosyl gallic acid, probiotic mushroom extract with phytic acid, an adaptogen oxygenating technology and glossy privet extract, with claimed results from a 30-participant clinical test after 15 minutes of wear; the Skin Glow primer combines SPF 30 with niacinamide, sodium hyaluronate, spirulina maxima extract and light-scattering microspheres. The brand states that development involved more than three years of research and formula testing before launch.

The company launched in 2023 with an initial collection of six products priced between $45 and $88, developed in partnership with Los Angeles-based brand incubator SOS Beauty, and expanded into physical retail in 2025 through an exclusive Sephora partnership covering 361 US stores plus sephora.com.

Founding story

Founder Molly Sims began developing the brand after being unable to find an effective solution for her own melasma and hyperpigmentation during the pandemic, and decided to formulate one herself. She spent over three years on research and development, testing hundreds of formulas and funding clinical trials, before launching the brand.

Business model

Consumer packaged goods brand selling branded skincare and hybrid skincare-makeup products at premium price points, primarily through its own direct-to-consumer e-commerce site with subscription (subscribe-and-save) options, bundles and set discounts, alongside wholesale distribution through Sephora in the United States. Planned channel additions include TikTok Shop and international expansion beginning with Canada.

Product sales via direct e-commerce (one-time purchases, bundles and recurring subscription deliveries, with free shipping over $65) and wholesale revenue from Sephora doors and sephora.com.

Traction

The company reported 120% revenue growth in 2025 and projects more than 80% growth in 2026, reaching nearly $30 million in revenue, with expectations of more than doubling its Sephora business. Retail distribution reached 361 Sephora stores plus online in 2025. Product-level engagement includes 113 reviews on the Full Face of Glow duo, and awards include an Allure Best of Beauty 2025 award, a 2025 Good Housekeeping Beauty Award, 2024 Health Magazine Skin Awards, a 2024 Marie Claire Skin & Hair Award, a 2024 Shape Skin Award, a 2024 Oprah Sun O-Ward, a Business of Fashion Innovation Award, and InStyle Best Beauty Buys in 2023 and 2025.

Latest developments

In December 2025 YSE Beauty announced the close of a $15 million Series A led by Silas Capital with participation from L Catterton and existing investors Willow Growth Partners and Halogen Ventures, earmarked for expansion into all US Sephora doors, marketing, team, and e-commerce growth, plus TikTok Shop and Canadian entry. On January 4 the brand planned to introduce shade extensions of its Wide Awake Brightening Eye Cream, and its site lists newer launches including the Xtremely Quenched peptide moisturizer and the Peptide Stacking Duo.