Versed
ActiveOverview
Versed is a clean skincare and makeup brand founded in 2018 by Katherine Power, CEO of Clique Brands, positioning itself as an affordable, community-driven alternative in the drugstore beauty segment. The brand formulates products to European Union standards, which ban over 1,300 toxins and questionable ingredients, and targets millennial consumers seeking effective skincare solutions under $25. All products are dermatologist-tested, vegan, and cruelty-free, with a focus on addressing common skin concerns through straightforward, solution-driven formulations.
History
Versed was founded in late 2018 by Katherine Power and launched publicly in 2019 as the world's first clean, community-powered drugstore skincare brand. The brand collected real-time data from 16 million readers before debuting its initial lineup of science-backed formulas. In 2025, Versed underwent a rebrand positioning itself as a quiet luxury offering while maintaining its under-$25 price point. The company is backed by Sonoma Brands Capital and operates as an active, independent subsidiary.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Skincare Essentials | Clean, solution-driven formulas for common skin concerns | $10 - $25 |
| Makeup | Minimal, effective makeup products including mascara and concealer | $12 - $24 |
| Sun Care | Non-toxic daily sun protection | $15 - $20 |
Manufacturing
Products are manufactured in California, United States. The brand formulates to European Union standards, the highest regulatory standards globally, ensuring compliance with strict ingredient restrictions.
Notable Products
- Multi-Serum Skin Tint - Hybrid skincare and makeup product combining serum benefits with light coverage
- Daily Sunscreen - Non-toxic sun protection formulated to EU standards
- Cleansers and Moisturizers - Core skincare essentials addressing fundamental skin health needs
Reputation
Versed is recognized for delivering effective, clean skincare at accessible price points, appealing to millennial consumers prioritizing ingredient transparency and sustainability. The brand benefits from strong community engagement and data-driven product development, though it operates in a crowded clean beauty market with numerous competitors. Its positioning as affordable clean beauty has resonated with consumers seeking non-toxic alternatives without premium pricing, though long-term brand differentiation remains dependent on continued innovation and community loyalty.