Molly Sims’ Yse Beauty is entering 361 Sephora stores nationwide on June 13, following its online debut at the retailer on June 3.

“I knew it was the perfect partner,” Sims said. “I want to meet women where they are, and I think my girl does shop at Sephora.”

Founded in Los Angeles in 2023 by the model, actress, podcast host and author, the Yse (pronounced “wise”) Beauty consumer is “35 plus,” Sims went on. “She’s the Millennial who’s growing out of being a Millennial. She’s having her first baby. She’s in her 40s, and she wants to be clean.”

Sims aimed to provide a nontoxic, simple and effective beauty routine for women — like her — who struggled with hyperpigmentation, dark spots and acne scars due to environmental pollution, stress, hormonal shifts, sun damage and blue light exposure, among other factors.

She invested two years in research and development before launching with a collection of six products, priced between $45 and $88 on ysebeauty.com, in partnership with L.A.-based brand incubator SOS Beauty. (It’s also been sold online at Editorialist and Knockout Beauty.)

“Clinicals were really difficult financially for me,” she said of early days.

It paid off. Yse Beauty, with bestsellers like Your Favorite Ex Exfoliating Pads and Skin Glow SPF primer, has a 46 percent consumer retention rate.

“We are barrier friendly. We are glow first. We are skin care meets makeup. We are clinical all the way,” Sims, now 51, said of the line.

The skin care features gentle yet results-driven formulas, while the cosmetics are noncomedogenic and blend color with skin care benefits. The Skin Glow, for instance, with SPF 30, helps prevent sun spots and reduce the appearance of dark spots, while adding natural glow with niacinamide, spirulina maxima extract and sodium hyaluronate. 

It’s a minimalist “no-makeup” look that Sims herself is known for.

“We will always have our products probably lean into a tint,” she said of product development. “My girl, she loves a tint. She loves an instant glow. She loves a brightening.” The brand’s newest launch, Like a Gloss, a hydrating lip tint, sold out three of its four shades within two days.

Sims now runs a team of 18 that’s growing, following investment from Willow Growth Partners, which offers early-stage capital. “They’re amazing,” Sims said of the firm. “I love them. They have been so instrumental in helping me be strategic and scaling.”

Yse Beauty is on track to triple is year-over-year business in 2025, according to Sims, and projects $2 million to $4 million in sales for the first six months after launch at Sephora.

In-store, the retailer will carry the exfoliating pads, Skin Glow, Morning Cocktail Vitamin C Serum and Xtremely Rich Moisturizer, with a larger assortment available online, including the Last Call Retinol Serum and The Overachiever Brightening Eye Masks.

For Sephora, Yse Beauty delivers “skin care solutions addressing common concerns for aging skin,” with an “elevated, self care experience that enhances daily routines,” said Brooke Banwart, senior vice president of skin care merchandising at Sephora, in a statement. “We are thrilled to partner with Yse Beauty as we continue to grow our skin care offerings to meet the evolving needs of our clients across all age groups.”