New Clean Skincare Line Comes to Target in an Attempt to Reinvent the 'Drugstore Brand'

Direct-to-consumer coming later this year

Unlike the raft of direct-to-consumer brands that, well, you know, go direct to the consumer, Versed, a new skincare line from Clique Brands—the same company behind Who What Wear (both the site and fashion line)—took the opposite approach and instead debuted at 1,400 Target stores and on May 19.

Versed is the first brand out of Offspring Beauty, incubated by Who What Wear. Versed’s 19 products, from cleansers to face masks, came out of the Who What Wear community of 16 million people who expressed their desires for better, more accessible skincare.

“This has been a reoccurring theme for [the consumer] and seeing a lot of dissatisfaction with beauty and skincare,” said Melanie Bender, GM of Versed.



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