×
30 352
Fashion Jobs
L'OREAL GROUP
Senior Manager, Digital Solutions & SEO Lead, Cerave us
Permanent · New York
L'OREAL GROUP
Senior Manager/Director, Omni-Shopper Marketing - Garnier Skincare
Permanent · New York
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · Great Falls
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · Memphis
VICTORIA'S SECRET
Asset Protection Investigator (Kansas City, Kansas - Legends Outlets & Summit Fair Mall)
Permanent · Topeka
ROSS STORES
Human Resources Manager
Permanent · Chicago
H&M
West Coast Sales HR Manager
Permanent · Los Angeles
H&M
Gift Card Experience Product Manager
Permanent · New York
ESTÉE LAUDER
Manager, Global Product Marketing
Permanent · New York
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20Hrs - Premium Outlets - Charlotte,nc
Permanent · Charlotte
JO MALONE LONDON
Retail Beauty Sales Manager - jo Malone London - 35 Hrs - Downtown - Seattle, wa
Permanent · Seattle
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20 Hrs - Tanger Outlet Center - Washington,PA
Permanent · Washington
ARAMIS AND DESIGNER FRAGRANCES
Retail Selling Specialist - Aramis And Designer Fragrances - 16 Hrs - Boston, ma
Permanent · Boston
UNIQLO
Loss Prevention Associate- Washington, D.C
Permanent · Washington
UNIQLO
Loss Prevention Supervisor- Philadelphia
Permanent · Philadelphia
CLARKS
Inventory Control Specialist
Permanent · Hanover
CLARKS
Senior Brand Marketing Manager
Permanent · Waltham
CLARKS
Digital Marketing Manager
Permanent · Waltham
CLARKS
Director of Channel Sales
Permanent · Waltham
COTY
Manager, Merchandising And Promotions
Permanent · Miami
COTY
sr. Analyst, Treasury
Permanent · New York
COTY
Ulta, National Accounts Manager
Permanent · Chicago
Published
May 21, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Who What Wear co-founder launches skincare brand 'Versed'

Published
May 21, 2019

Who What Wear’s chief executive officer and co-founder Katherine Power is taking on the beauty market with a new skincare brand, Versed.


Versed


In addition to serving as the brand’s founder and CEO, Power also serves as the co-founder and CEO of Clique Brands, the Millennial-focused parent company of Who What Wear, as well as MyDomaine and Byrdie (the latter two have both since been acquired by Dotdash).

Versed is the first beauty brand to launch under Offspring Beauty, a beauty brand incubator and another subsidiary of Clique Brands. According to a press release, Who What Wear generated more than $100 million in sales last year under Power’s leadership.

The brand kicks off with a range of 19 products, including cleansers, moisturizers, eyes creams, oils, serums, peels, masks, and spot treatments. In order to develop the line, Versed leveraged Who What Wear's target audience to gather consumer data on formula, packaging and price preferences from its millennial shoppers.

As an added boost to the brand’s consumer-focused image, Versed products are animal cruelty-free and were made in accordance with the European Union's standard of "clean," which prohibits over 1,350 questionable chemicals from use in cosmetics, in contrast to the U.S. FDA's prohibited list of 11.

"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," said Power. "With that foresight, [we worked] over the past 18 months...to solve that problem."

Melanie Bender also worked with Power to develop the skincare brand and serves as its general manager. Previously, she led marketing for Clique Brands and Who What Wear, in addition to holding brand-building roles at Westfield and Mana Products.

Michael Giordano is the brand’s chief operating officer, most recently serving as the vice president of strategy at Lime Crime.

Launching on May 19, Versed is available now at Target stores and on Target.com with prices ranging from $9.99 to $19.99.

Prior to the skincare brand, Target has also been the exclusive host of Who What Wear’s namesake apparel and accessories line launched in 2016, as well as JoyLab, the athleticwear label co-designed between the two companies and launched in 2017. 
 

Copyright © 2021 FashionNetwork.com All rights reserved.