THE WHAT? Yse Beauty, the skincare brand founded by Molly Sims, has appointed Doreen Arbel as its first Chief Executive Officer as the company prepares to scale its business and expand retail distribution.
THE DETAILS Arbel, a former executive at Charlotte Tilbury and a long-time L’Oréal veteran, will officially assume the role on March 30. Previously general manager for Charlotte Tilbury in North America and with more than two decades at L’Oréal across cosmetics, skincare and fragrance, Arbel brings extensive leadership experience in the premium beauty sector.
Her immediate priorities include strengthening operational efficiency, expanding the brand’s direct-to-consumer channel and managing its retail partnership with Sephora. The appointment comes as Yse Beauty prepares to launch in all Sephora US doors on March 13.
Founded in 2023, Yse Beauty targets Gen X and Millennial consumers aged over 35 with premium skincare products such as the “Your Favorite Ex” exfoliating pads and Skin Glow illuminating primer with SPF 30. The brand entered Sephora in June 2025 and later secured a US$15 million Series A funding round led by Silas Capital with participation from L Catterton, Willow Growth Partners and Halogen Ventures.
THE WHY? The leadership appointment aims to support Yse Beauty’s next growth phase by adding experienced executive leadership to scale operations, strengthen retail partnerships and expand its position in the under-served Gen X skincare market.
Source: The Business of Fashion
