It can feel like a new skincare line launches every week but a new brand is hoping to earn a place in your bathroom cabinet, all in the name of simplifying. Enter Versed, the under-$20 vegan and cruelty-free line that aims to make powerful products more affordable and accessible than ever.
“Consumers are becoming more mindful about what they’re putting on their skin and in their bodies, but clean, results-driven products are just not within reach for the majority of shoppers who still buy their skincare at drugstores,” says Katherine Power, co-founder and CEO of Clique Brands (which is the parent company to Who What Wear).
The line utilized insights from Clique’s 16 million users to create 19 products to make skincare easy, effective and accessible for all. Just as the Glossier community has helped sprout new products from their feedback, Versed is taking cues from their users. “Our community also heavily figures in, providing feedback on everything from formula performance to pricing,” says Power.
Impressively, low cost does not equate with low quality for the brand. Their products are cruelty-free and formulated to EU standards (aka without 1,300 common toxins, and with no added colors, dyes, or fragrances). Under $20 was just as vital to the brand’s identity as effectiveness, says Power. “We are very focused on making good skin and clean products accessible for people everywhere,” she says. “We invest in using research-backed ingredients at levels proven to benefit your skin, and cut back on many of the conventional cost drivers, like custom componentry and celebrity endorsements.” What’s more, the products are now discounted by 25% as part of Target’s Cyber Monday sale.
Ease of use is important for Versed, too: Each product is coded with icons to easily guide consumers to the right products for their skincare needs, helping to target dullness, dryness, aging, or problem skin. “We felt there was a big opportunity to make navigating skincare products easier for people,” says Power. “On every product, we’ve also made answers to the most top-of-mind questions very easy to find, things like how much of a product to use and how to layer it with the rest of your regimen.” The Versed site also features something called a “Skin Decoder”, which helps you zero in on the products that’ll fit beautifully with your specific skin care needs. Consider it your at-home beauty editor, which gives you usage advice, cheat sheets of sorts, and customizes your regimen.
Aesthetically, she cute. But she’s not just for looks, Versed created the packaging to be recyclable and made of sustainably-sourced materials. They hope that by recycling and reusing the packaging at home, they’ll be able to eliminate over 31,000 pounds of waste in landfills.
Not sure where to start (or want them all)? Power has a suggestion. “I love The Shortcut: Overnight Facial Peel,” she says. “My skin is very sensitive and can’t tolerate most retinol products. This product does a lot of the same things a retinol would do and leaves my skin baby soft in the morning. The package says to use two-to-three times a week, but I’ve bumped that up to almost every night.”
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