Welcome to Behind the Beauty, a series that highlights the industry leaders shaping the future of beauty. In each edition, we explore their journeys—from the moments that inspired them to the advice that changed their paths.
When it comes to skincare, Molly Sims doesn’t sugarcoat anything.
“I was on Watch What Happens Live with Andy Cohen and Lisa Barlow,” the 51-year-old model and actress told InStyle. “She said she was getting a CO2 laser. I said, ‘Oh no, you’re not.’ I’ve talked to 10 surgeons. It’s one of the worst things you can do to your skin barrier—you’re basically removing 17 layers of skin. If you keep stripping the barrier, you’ll look older. I’ve seen it over and over.”
Sims has earned the nickname “barrier queen” for good reason. Her skincare brand, YSE Beauty, is built around protecting and strengthening the skin barrier. Designed for women in their late 30s and beyond, YSE launched in 2023 and quickly took off. The brand is now preparing to launch at Sephora next month.
Sims is aware that many people are skeptical of celebrity beauty brands, but she’s confident in her products. Backed by science, bestsellers like the Your Favorite Ex exfoliating pads and the Morning Cocktail vitamin C serum deliver real results. What sets YSE apart? Sims required clinical testing from day one.
Skincare has always been a passion for her. “Being a model is the best beauty education—you try everything,” she said with a laugh. But the idea for YSE came from personal struggles. In her 40s, Sims battled adult acne and melasma and found that most products were either too harsh or didn’t feel elevated.
“There was a gap in the market,” she said. “That’s why my brand is working. We’re meeting women where they are. I don’t want to talk about menopause beauty or being someone’s grandmother. I want to talk about beauty now. We want effective skincare that feels fun, inclusive, and not too intense.”
Each product, or “cocktail” as Sims calls them, simplifies skincare. “I want to make women’s lives easier,” she said. But YSE is more than products. Sims also co-hosts a popular podcast, Lipstick on the Rim, where she and Emese Gormley interview beauty and wellness experts. They tackle big questions—like whether Botox is a good idea or the difference between chemical and physical exfoliants.
“It’s about giving women tools,” said Sims. “We’ve built a loyal community. It’s intentional, and we do it with humor.”
That community plays a big role in shaping the brand. One example: YSE’s Wide Awake eye cream sold out in just a week. “For three years, I asked women what they wanted. They said an eye cream. But when I asked if they actually used one, they said, ‘I forget. It’s gross. It smells weird.’ So I made one people want to use—brightening, soothing, and lightly tinted.”
As YSE Beauty prepares for its Sephora debut, Sims reflects on launching her own brand, standing out in a crowded market, and balancing life as a founder and mother of three.
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