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