YSE— Good skin starts with a wise attitude
Aruliden partnered with founder Molly Sims to develop a high-quality capsule skincare collection that addresses the effects of sun damage. We designed seven targeted products encapsulating her 30+ years of wisdom in modeling and entertainment. Together we built YSE (pronounced “wise”) from the ground up, including strategic positioning, naming, visual identity, website, and packaging design.
By intentionally balancing medical-grade efficacy with approachable luxury we crafted a design system and product lineup that addressed the Yse woman’s skincare routine—delivering genuine, bare-faced beauty.
With sleek physical forms, nuanced and elevated typography juxtaposed with witty product names, the brand’s expression conveys a confident femininity and the beauty of wisdom.
Inspired by clinical cues, graphic layouts incorporate science inspired footnotes, cheekily nodding to the high-performance of each formula.
Each brand touchpoint celebrates Yse’s hard-working intelligence with a glowing personality.