YSE Beauty is New Skincare Line from Molly Sims and SOS Beauty

Model, actress, beauty podcaster entrepreneur Molly Sims has entered the skincare category as the founder and chief creative officer of YSE Beauty (pronounced “wise”).

Sims is the host of the Lipstick on the Rim podcast. This experience—which included interviews with experts and trials of thousands of beauty products—reportedly informed her brand’s creation following two years of research and development.

She worked with SOS Beauty, the Los Angeles-based brand incubator, to create the line, which has six products.

YSE Beauty provides “efficient solutions” for women who have struggled with dark spots, hyperpigmentation, sun damage, photo-aging, and acne scars. With the knowledge that many women are dealing with the visible signs of exposure to environmental pollution, chronic stress, hormonal shifts, excessive sun, and blue light exposure, YSE Beauty products are focused on providing the ultimate solution, according to the brand.

The line includes: The Problem Solver Brightening Treatment, Morning Cocktail Vitamin C Serum, Your Favorite Ex Exfoliating Pads, Last Call Retinol Serum, Take It Off Gel-Oil Cleanser and Xtremely Rich Moisturizer.

“Life's too short to not love the skin you're in. After years of struggling with hyperpigmentation, trying every product under the sun, and creating my own cocktail of concoctions… I recognized a hole in the market for a simplistic skincare routine that marries science-backed clinicals with the beauty and ease of luxury. That's why I started YSE Beauty, to create a curated collection of products that work hard for you with no downtime—because I never want to miss my kid's 4th (yes, 4th!) sports game of the weekend or a paloma with a friend. It's time we all get wiser with our skincare, and how we live our lives,” said Sims in a statement.

Products are sold via YSEBeauty.com and range from $45 to $88. 

“It has been an honor and a pleasure to work with Molly on the creation of this brand. Prior to embarking on this venture, she spent nearly a decade sharing her beauty journey online with her audience, so in addition to bringing her unique experience and knowledge to the table, she was also able to bring an intimate understanding of the skin challenges facing so many women today. She knew that she was not alone in her struggles in finding the right products to deal with her hyperpigmentation, acne and more — and that's what drove her to create YSE,” noted Charlene Valledor, SOS Beauty president, and co-founder.