With a large brick-and-mortar launch plan, Versed is diving headfirst into the clean beauty space. The brand touts that its products are “developed with trusted experts,” and don’t include “1,300+ common toxins, added colors and fragrances, and pricey packaging,”
The brand is also eschewing “airbrushed skin, marketing ingredients and paid influencers,” going for an authentic and down-to-earth vibe that is gaining steam in retail at large, from beauty brands and drugstores like CVSto teen retailers like Aerie.
Clean beauty has been in the spotlight as customers pay more attention to ingredients. This time last year, Sephora announced its “Clean at Sephora” label, and in March, Target launched its own “Target Clean” icon, but the movement goes beyond just labeling products in stores that meet a certain standard: Picking safe and environmentally friendly ingredients has become a focus from the get-go for brands that launch in the personal care space, including many direct-to-consumer brands like Native and Madison Reed.
In addition to offering clean products, Versed is launching with a relatively low-cost group of items. The brand is highlighting “19 skin changers, under $20,” including cleansers, moisturizers, serums, eye and lip care, and face masks, among other things. That makes Target a natural launch partner for the brand, especially given the big-box retailer’s history of giving physical real estate to startups like Casper and Quip.
