Yse Beauty has a new investor.

The skin care line, founded in April 2023 by author and actress Molly Sims, has landed an investment from Los Angeles-based private equity firm Willow Growth Partners, whose other beauty investments include Bubble, Kosas and hair care brands Dae and Jupiter.

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Terms of the deal were not disclosed.

Formulated with a focus on addressing hyperpigmentation and other skin concerns for women ages 40 and up, Yse (pronounced “wise”) ranges in price from $28 for its Golden Sculpt Face Roller to $88 for both its Problem Solver brightening treatment and its retinol serum. Other products include and SPF 30 primer, brightening under-eye masks and, most recently, a hydrating lip mask.

The line was developed alongside SOS Beauty, which has worked with a number of other Los Angeles-based brands, including Merit and Shani Darden Skincare.

Upon launching, Sims told WWD: “In 2012, my cystic acne went away, and hyperpigmentation and melasma started to rear its ugly head. I tried everything from cold lasers to being on hydroquinone for months at a time…not only do [Yse] products work, they don’t make you red, they don’t make you irritated.”

The infusion will go toward supporting Yse’s first foray into retail in 2025, according to a statement by Willow Growth Partners.

The Gen X beauty consumer is a powerful cohort, according to data from Circana, which indicates the generation comprises roughly 20 percent of the U.S. population and an equal portion of total beauty spend — or about $23 billion across mass and prestige. Yse is among the nascent group of brands — alongside Bobbi Brown’s Jones Road and Sarah Kugelman’s All Golden — aiming to address the historically underserved cohort’s needs.

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