Yse Beauty, the Gen X and Millennial-oriented skincare label founded by former actress and model Molly Sims, announced the appointment of its first chief executive on Tuesday.
Doreen Arbel, who joins from Charlotte Tilbury, assumes the role effective March 30, Arbel and Sims told The Business of Beauty.
“The next chapter is all about scaling the foundation with discipline,” said Sims, who will remain chief creative officer. “I’ve been leading this company by my gut. And my gut is good, but I need a true partner who sees the field and wants to win.”
As CEO, Arbel’s immediate priorities will be to build operational efficiency, shore up the brand’s direct-to-consumer business and manage its relationship with key retail partner Sephora, where the brand will launch in all US doors on March 13.
Yse (pronounced “Wise”) Beauty launched in 2023, and offers premium skincare marketed to women over 35. Its hero products include the “Your Favorite Ex” exfoliating pads ($75) and Skin Glow illuminating primer with SPF 30 ($54). The brand launched in Sephora in June 2025, and later closed a Series A funding round valued at $15 million led by Silas Capital, with participation from L Catterton and existing investors Willow Growth Partners and Halogen Ventures. Last year, Yse Beauty won The Business of Beauty Global Award for Business Innovation because of its success filling white space in the market for products aimed at Gen-X shoppers.
Arbel, who was previously general manager for Charlotte Tilbury in North America and spent two decades at L’Oréal working across premium brands in cosmetics, skincare and fragrance, said she had been observing Yse since its launch. “Molly has the pulse on exactly what is happening in this untapped demographic,” she said.
Yse is also exploring new category extensions, but is currently working on formulating more skincare best-sellers. “Yse has got incredible hero products, so we’re continuing to fuel those,” Arbel said. “But this is the beauty industry, so we always need candy — but candy that actually works.”
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