YSE’s New Product Will Fake the Look of 8 Hours of Sleep

Molly Sims has built YSE Beauty around one simple philosophy: Beauty products should solve real problems, not just mask them. With the expansion of the clinically tested, best-selling Wide Awake Brightening Eye Cream ($68)—her ultimate under-eye essential—that mindset is front and center.

“I saw a problem and didn’t just want to cover it up—I wanted to solve it,” Sims says of the multitasker designed to target dark circles, fine lines and puffiness. For her, tired under-eyes have always been the first giveaway when life gets hectic. Like so many women juggling careers, kids and packed schedules, she wanted something that delivered instant results without sacrificing long-term skin health.

Wide Awake was created as a true hybrid—pairing clinical-grade skincare with the immediate payoff of makeup in one effortless step. “My community of women is busy, but they still want to look good,” Sims explains. “They need something that brightens, smooths and blurs right away, but also actually improves dark circles, puffiness and fine lines over time.” It’s why the formula has become a permanent fixture in her bag. “That’s how much I depend on it. No creasing, no cakiness—just glow,” she adds.

Besides offering a brightening blend of ultra-potent vitamin C, niacinamide and white shiitake extract, the launch also reflects Sims’ commitment to inclusivity and flexibility. Wide Awake now comes in four sheer, color-correcting tints designed to work across a full range of skin tones—Sheer Pink for fair to light skin, Sheer Peach for light to medium, Sheer Honey for medium to medium-deep and Sheer Mocha for deep to rich-deep tones. “This isn’t about full-on coverage,” she says. “It’s about sheer, buildable color correction. You can mix and match shades to find your perfect brightening effect.”

Sims is also proud to call it her “number-one mom hack for faking a full eight hours of sleep”—and an eye cream that doubles as a subtle, glowy under-eye highlighter.

Getting the formula just right was no small feat. Sims admits she is “exacting” when it comes to both performance and finish, and she wasn’t willing to compromise. “If it takes 20 iterations, then that’s what we do,” she says. “Patience is key! That’s also why clinicals are so important. A product may look beautiful or feel great on the skin, but it has to work, and I make sure we have the science to prove it.”

As for what’s next, Sims hints that YSE Beauty’s momentum is only building. Looking ahead to 2026, she teases a launch she’s been dreaming about since the brand’s earliest days. “If I had to describe our next product launch, think plump, smooth and bouncy,” Sims shares. “It’s something our community has been asking for and something I’ve wanted to create from the very beginning. Think of it as a morning serum…but taken to the next level.”