Molly Sims Gen X skincare brand YSE Beauty lands investment from early-stage private equity firm Willow Growth Partners.WHO: Molly Sims is an American actress, model, best-selling author, and leader in the lifestyle and wellness space. Through her books, her beauty and wellness podcast Lipstick on the Rim, and her website MollySims.com, she has established herself as a trusted authority for all things beauty, fashion, and lifestyle. YSE Beauty (pronounced "wise") launched DTC in 2023 with six foundational, brightening SKUs, ranging from $45-$88. The range was created in collaboration with SOS Beauty Group, a full-service product development and manufacturing company in Beverly Hills, California.Founded by Managing Partner Deborah Benton and General Partner Amanda Schutzbank, Willow Growth Partners brings a new approach to investing in early-stage consumer brands in beauty, health and wellness, apparel and accessories, and food and beverage, as well as the supporting technologies that power these companies. Taking the best of the traditional VC model and PE model, Willow invests at the first institutional stage, provides extensive hands-on support, and advises towards high-integrity growth to make companies attractive for later-stage growth investment or acquisition. The firm looks for values-driven consumer brands that have a reasonable near-term path to profitability with strong underlying unit economics and customer retention. WHY: The investment will be used to help facilitate the brand's entry into wholesale next year.