Belle Brands Acquires Clean Skincare and Makeup Brand Versed

Founded by Katherine Power, Versed launched in 2019 as the first digitally incubated beauty brand to debut in mass retail. The company has built its business around clean, solution-driven skincare developed through a data-informed, community-led product strategy.

In February 2025, Versed expanded beyond skincare with the launch of a skincare-infused makeup line. Soon after, it launched in over 300 Ulta Beauty stores across the U.S. and online, highlighting how brands are leveraging retail partnerships with Ulta Beauty to scale their physical footprint in the cosmetics industry. Today, the brand’s portfolio includes more than 35 skincare and cosmetics products.

"We launched Versed in May 2019 to democratize clean beauty, bringing elevated, solution-driven skincare and, more recently, color cosmetics at mass retail. I'm incredibly proud of what the team has built and thrilled to partner with Belle Brands as they build on the strong foundation we've created,” said Power.

“They have a proven track record of being exceptional brand stewards and have deep relationships with our retail partners, making them the ideal partner to continue expanding the brand.”

The brand acquisition adds Versed to Belle Brands’ existing portfolio, which includes JVN Hair, Pipette and KVD Beauty. This move mirrors a broader trend of mass-market consolidation and category expansion, similar to how e.l.f. Beauty has expanded into haircare and acquired high-profile brands to fuel its next phase of growth.

Versed chief executive officer Andy Chiu led the company through the transaction and will support its transition to Belle Brands. Belle Brands was formed by consumer-focused private investment firm Windsong Global and is led by global president Teresa Lo.

"At Belle Brands, we seek out consumer-oriented brands with a unique point of view that excel in product performance and accessibility. No brand does that better in the clean mass retail space than Versed. Katherine and the Versed team are true trailblazers,” added Lo.

“We are thrilled to add Versed to our portfolio of brands and continue to drive growth and maximize its potential."