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.

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

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