Molly Sims isn’t trying to conceal her disappointment.
After Jones Road Beauty announced a new makeup line called “Wide Awake,” the model called out the brand and its founder Bobbi Brown for using the same name as she did for her YISE brand’s best-selling under eye cream.
“I don’t normally post stuff like this,” Sims, who founded YISE in 2023, said in a video shared to Instagram Sept. 19, “but over the last few days, I’ve had friends, customers, brand partners, retail partners DM, text, and email me that a brand that I love use and support not only use the exact name of a product I launched two years ago, but also their marketing copy and campaign feels a little too close to home.”
The 53-year-old—whose YISE Wide Awake Brightening Eye Cream hit shelves back in March 2024—went on to detail the challenge of making her products with such a small, passionate team.
“I have the privilege of working with a primarily female team who bust their freaking asses every day to make this dream happen,” she shared. “My marketing team of five—we are small, but we are mighty. We have tiny budgets. We are incredibly scrappy.”
