Belle Brands acquires Versed to grow clean skin care portfolio in mass retail
Key takeaways
- Belle Brands strengthens its portfolio by acquiring Versed, adding a clean, solution-driven skin care and makeup brand to its mass-retail offerings.
- Versed CEO Andy Chiu guides the transition, while Belle Brands leverages veteran executive Teresa Lo to drive growth and retail partnerships.
- Versed’s digitally incubated, data-driven approach and skin-care-driven makeup portfolio of 35+ award-winning products positions the brand for continued expansion and consumer loyalty.
Belle Brands has acquired Versed, a clean, solutions-driven skin care and makeup brand founded by Katherine Power.
Versed CEO Andy Chiu is leading the company through the transaction and will support the transition to Belle Brands.
In 2024, Windsong Global acquired JVN Hair and Pipette, forming Belle Brands to oversee the two brands.
Versed joins JVN Hair, Pipette, and KVD Beauty under the leadership of veteran beauty executive and Belle Brands global president, Teresa Lo.
Lo says: “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. We’re thrilled to add Versed to our portfolio of brands and continue to drive growth and maximize its potential.”
Expanding Versed
Versed offers clean, solution-driven skin care and makeup essentials.Versed launched in May 2019 as the first digitally incubated brand to debut in mass retail and has grown a loyal community through its data-driven, community-led approach to product development.
In February 2025, they expanded categories to include skincare-driven makeup. Currently, Versed features over 35 award-winning skin care and makeup offerings.
Katherine Power, founder of Versed, says: “We launched Versed in 2019 to democratize clean beauty, bringing elevated, solution-driven skin care and, more recently, color cosmetics at mass retail.”
“I’m thrilled to partner with Belle Brands as they build on the strong foundation we’ve 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.”
