Author, actress, and host of beauty podcast “Lipstick on the Rim”, Molly Sims, is the latest public personality to launch a skincare line with the launch of Yse Beauty (pronounced “wise”).
and other Los Angeles-based beauty brands, to build the brand. “Molly loves to educate, she loves to talk about products, she loves to prescribe,” said Charlene Valledor, president and cofounder of SOS Beauty. “We just wanted to put that energy in a bottle, the desire to share and to educate other people.”
Sims and SOS Beauty conducted clinical studies on each of the products separately, as well as the whole regimen when used together. Each product is vegan and cruelty-free, and billed as “clean.” 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.
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