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Target now carries a non-toxic skincare line built on the insights of 16 million women

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If you asked 16 million women what they wanted out of their eye creams and face washes, then used all of this information to create your very own skincare collection, it might look something like Versed, a non-toxic line that is dropping at all 14,000 Target stores and online on May 19. Every single product in the 19-item collection costs under $20.

The new brand comes from Clique Brands, the company behind women’s lifestyle blog Who What Wear, which recently spun off a fashion label also sold at Target. Last year, Clique announced it would begin incubating new startups through a holding company called Offspring, and Versed is the first fruit of this effort.

“With the Who What Wear fashion line, we wanted to bring high-trend items typically only accessible to women in big cities, and make them available to women across the country,” says Katherine Power, CEO of both Clique Brands and Versed. “I saw the same opportunity when it came to skincare.”

[Photo: courtesy of Versed]While Versed is now a standalone company that owns its own supply chain, it relies on the information gathered from Who What Wear’s community of 16 million monthly users.........

© Fast Company