Versed Skincare has launched nationwide at Target -- and every product is under $20. The new clean beauty brand was co-created by Who What Wear, and its community of 16 million people.
The debut collection features 19 high-performance skincare products, including Gel Cleanser, Brightening Eye Serum, and Overnight Facial Peel, which is in the salmon pink tube, shown above on the right.
Versed says it is "the first digitally-incubated, drugstore, clean skincare brand to debut mass retail in its first year."
An Expert Team
Katherine Power is CEO and founder of Versed, as well as the CEO and co-founder of Who What Wear -- a leading digital fashion community and product line that generated more than $100 million in sales last year.
Melanie Bender is GM of Versed, and worked with Power to develop the new skincare brand.
Bender previously led marketing for Clique Brands and Who What Wear, with and also worked at beauty supplier, Mana Products.
Michael Giordano is the COO and comes to the brand after serving as VP of Strategy at Lime Crime, before helping to lead the organization through its sale to Tengram Capital Partners.
Versed leverages proprietary insights to shape products, using a data-driven development process. Each product is vetted by the Who What Wear community of 16 million -- via feedback on everything from formula performance to packaging and prices.
"Because of our editorial roots, our team has tested thousands of skin products over the last 12 years and scoured even more questions, comments, and reviews to understand what's most effective and what's missing from the market," says Power.
Power continues, "We were constantly hearing from our community about their confusion and discouragement when it came to their skincare routines—including too much guesswork about what will work for them, too-high price points, and not enough clean options that are easily accessible to them. With that foresight, Versed begins and ends with our community—listening and working with them in lockstep over the past 18 months and pairing our data with product development to solve that problem."
From $9.99 to $19.99
Versed is able to achieve its disruptive prices by focusing on the formulas, the company says -- the highest-priced products, which include serums, are $19.99.
Bender says, "We're incredibly proud of the caliber of formulation we've been able to achieve, which could retail for up to $80 if we followed other brands' markups. Many consumers have had to choose between effective, clean, and affordable when it comes to their skincare, but we believe in making good skin and clean products accessible for all."
Versed is formulated in accordance with the European Union's standard of "clean," which prohibits over 1,350 questionable chemicals from use in cosmetics—far stricter than the U.S. FDA's prohibited list of 11.
In response to requests from its community, the brand has even gone above and beyond the EU standard to formulate without silicones, added fragrances, added colors, or animal-derived ingredients.
Versed is also certified by Leaping Bunny as an animal cruelty–free brand and is committed to reducing landfill flow through the use of recyclable and lower-waste packaging.