Versed, the ‘clean’ beauty brand, has been acquired by Belle Brands, a platform company formed by consumer-focused private investment firm Windsong Global.
Belle Brands has bought the skin care and make-up brand founded by entrepreneur Katherine Power to expand its beauty platform, joining the likes of JVN Hair, Pipette and KVD Beauty in its portfolio.
The terms of the deal have not been disclosed.
Versed will sit under the leadership of company Belle Brands Global President, Teresa Lo, while Versed CEO Andy Chiu will lead and support the transition.
"At Belle Brands, we seek out consumer-oriented brands with a unique point of view that excel in product performance and accessibility,” said Lo.
“No brand does that better in the ‘clean’ mass retail space than Versed.
“Katherine and the Versed team are true trailblazers.
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“We are thrilled to add Versed to our portfolio of brands and continue to drive growth and maximise its potential.”
Versed launched in 2019 as a digitally incubated beauty brand and has grown a loyal community through its data-driven, community-led approach to product development.
The brand has more than 35 award-winning skin care and make-up offerings.
“We launched Versed… to democratise ‘clean’ beauty, bringing elevated, solution-driven skin care and, more recently, colour cosmetics at mass retail,” said Power.
“I am incredibly proud of what the team has built and thrilled to partner with Belle Brands as they build on the strong foundation we have created.
“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.”
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