Skip to main content
BoF Logo
The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Molly Sims’ Yse Receives Private Equity Investment

Sims’ prestige skincare brand, aimed at Gen-X women, has received investment from early-stage private equity firm Willow Growth Partners.
Molly Sims
Sims' line is aimed at women over 40. (Courtesy)

The Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

Yse, the prestige skincare brand founded by the American model Molly Sims, has received an investment from early-stage private equity firm Willow Growth Partners, the company announced Friday.

Terms of the deal were not disclosed, though Willow Growth Partners invests in brands that generate between $1 million to $5 million in revenue, with a typical cheque size of around $750,000 to $1.25 million. It has previously backed Gen-Alpha skincare brand Bubble, clean cosmetics brand Kosas and supplement brand Perelel.

Pronounced “wise”, Yse was founded in 2023 with a range of products priced between $40 to $90 designed for Gen-X women and mature skin.

In a statement, Willow Growth Partners co-founders Deborah Benton and Amanda Schutzbank said that women over the age of 40 often have high disposable income and are looking for skincare products that offer targeted solutions for mature skin. “Simply put, they are looking for alternatives to their moms’ legacy brands,” said Benton and Schutzbank.

ADVERTISEMENT

Yse will use the funding to help facilitate an entry into wholesale next year.

Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day’s most important beauty and wellness news and analysis.

Learn more:

How Gen X Became Beauty’s Next Big Consumer

Mature consumers have long been ignored by the beauty industry. Now a small but growing number of emerging brands are responding to the needs of those over the age of 45 in a bid to cash in on their $15 trillion spending power.


© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

How Anastasia Beverly Hills Lost Its Footing

The influencer-favourite brand seemed on rocket-like trajectory in the 2010s, culminating in a reported $3 billion valuation in 2018. But since then, trends have shifted, sales have slid, debt has mounted and its main investor, the private equity firm TPG Capital, is ready to move on.


view more

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON