Recently, according to report, after a strong 2025 that saw the brand launch exclusively with Sephora, Yse Beauty has closed a $15 million Series A funding round led by Silas Capital, with participation from L Catterton and existing investors Willow Growth Partners and Halogen Ventures. The new capital positions the brand for its next phase of growth, as Sims says Yse is on track to reach nearly $30 million in revenue next year.
True to the brand’s origin story, the Silas Capital partnership began organically. Sims, a mother of three, met Silas partner Brian Thorne at the school gates and was already familiar with the firm through its investment in Dôen, one of her favorite clothing brands. .
The Series A funds will be used to support Yse Beauty’s rollout across all Sephora doors in the U.S., alongside continued investment in its direct-to-consumer business. Sims plans to expand marketing and awareness, build out the team and strengthen Sephora execution, while also leaning further into digital channels. TikTok Shop is a near-term focus, and the brand is preparing for international expansion beginning with Canada.
Founded in 2023, Yse Beauty was born out of Sims’ own struggle to find an effective solution for melasma during the pandemic. After investing heavily in research, development and clinical trials, she launched the brand with six products priced between $45 and $88, in partnership with Los Angeles-based incubator SOS Beauty. In May, Yse entered 361 Sephora stores nationwide and online, with bestsellers including the Your Favorite Ex Exfoliating Pads and Skin Glow SPF Primer.
While Yse entered a market increasingly crowded with celebrity-led beauty brands, Sims has consistently positioned it differently. She describes Yse as a brand built for women in their late 30s to early 40s who still want to be fully engaged in beauty but often feel overlooked.
Looking ahead, product innovation remains central. On Jan. 4, Yse Beauty will launch shade extensions for its Wide Awake Brightening Eye Cream, formulated with vitamin C, niacinamide and white shiitake extract and designed to function as both treatment and glow-enhancing makeup.
