THE WHAT? Actress Molly Sims has announced the launch of her new brand YSE Beauty, of which she is Founder and Chief Creative Officer.
THE DETAILS The product line features items dedicated to women with dark spots, hyperpigmentation, sun damage, photo-aging, and acne scars, launching with six foundational, brightening SKUs.
Sims worked with beauty incubator SOS Beauty to develop the new range.
THE WHY? Sims is targeting millennials that are exposed to environmental pollution, chronic stress, hormonal shifts, excessive sun, and blue light exposure.
Sims stated: “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.”