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25 Apr

Molly Sims Is Launching a Gen X Skin Care

Molly Sims is entering into the skincare game.

The creator, actress and host of beauty podcast “Lipstick on the Rim” is the most recent public personality to launch a skincare line with the launch of Yse Beauty (pronounced “sensible”). The products, which span a brightening spot treatment, a cleanser, a vitamin C serum, a retinol, exfoliating pads and a moisturizer, range in price from $45 to $88. They’ll launch on Yse’s website Tuesday.

Sims said that her own history with dermatological conditions inspired the brand, which is geared toward hyperpigmentation. “In 2012, my cystic pimples went away, and hyperpigmentation and melasma began to rear its ugly head,” she said. “I attempted every part from cold lasers to being on hydroquinone for months at a time… not only do the products work, they don’t make you red, they don’t make you irritated.”

Sims partnered with SOS Beauty, which has also worked with Shani Darden Skincare, Merit and other Los Angeles-based beauty brands, to construct the brand. “Molly loves to coach, she likes to discuss products, she likes to prescribe,” said Charlene Valledor, president and cofounder of SOS Beauty. “We just desired to put that energy in a bottle, the will to share and to coach other people.”

The hero product is known as The Problem Solver, and is a brightening spot treatment for dark spots, which incorporates niacinamide, tranexamic acid, licorice root and pomegranate seed oil. Sims also created exfoliating pads with glycolic acid and anti inflammatory gluconalactone, a vitamin C serum and a retinol serum.

Sims and SOS Beauty conducted clinical studies on each of the products individually, in addition to the entire regimen when used together. Each product is vegan and cruelty-free, and billed as “clean.”

The goal customer is older Millennial and Gen X women, however the name isn’t a nod to her demographic. It got here from Sims’ goal of training her customers on skincare. “My products will leave you wiser — to be sensible, you learn after which help put the knowledge back on the market,” Sims said. “That’s why it’s called ‘sensible.’”

Neither Sims nor Valledor commented on sales, but industry sources expect first-year sales of the brand to land between $1 million and $4 million.

Sims acknowledged the competitive celebrity-founded beauty brand landscape. “A variety of people within the last couple of years have made it harder [to launch a beauty brand] because they’re just putting their name on something private-label. This isn’t just me putting my name on something,” she said.

Added Valledor, “We wanted that feeling of your best friend telling you what to do along with your skincare routine. It’s not a pain, your skincare shouldn’t be a painful experience, it ought to be pleasurable. You must enjoy putting in your vitamin C, and that’s what Molly desired to create here. She wanted the experience, the love, the texture of the on a regular basis to be enjoyable.”

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