Versed, the skin care and makeup line founded in 2019 by serial entrepreneur and investor Katherine Power, has a new owner.
Belle Brands, a platform company formed by private investment firm Windsong Global, has acquired Versed for an undisclosed amount.
Versed joins Belle Brand’s current portfolio of businesses, which include JVN Hair, Pipette and KVD Beauty, under the leadership of its global president Teresa Lo.
Versed chief executive officer Andy Chiu led the company through the transaction and will support the transition to Belle Brands. Power will remain on the board.
Versed is the first brand developed under Offspring Beauty, an incubator partially funded by Who What Wear, Power’s then media platform, to develop the company’s beauty brands. At the time, Versed was designed to fill a white space for affordably priced, efficacious skin care formulated with clean ingredients. In February 2025, it expanded into skin care-driven makeup. Currently, Versed features more than 35 skin care and makeup stock keeping units and is present in more than 1,800 Target stores nationwide.
Of how the acquisition came about, Lo said: “We see deals come across our desk all the time. From a Belle Brands portfolio perspective, there’s two key things that we always look at first and foremost, before we even consider any of the financials. One is does this brand have incredible product and formula? Two is do they have a very strong and loyal community and following? That was initially what attracted us to Versed. We have people on our team, myself included, who are personal consumers of the product, so when it came across our way, we were all immediately like, ‘let’s talk.’”
She sees the opportunity to refocus some of the energy on its skin care offering, while continuing to scale color. Lo also wants to deepen the relationship with Target. “We have a phenomenal relationship with Target. We know how to scale Target. We’re excited to deepen our assortment and our presence in Target with our portfolio.”
As for how she sees Versed fitting in with the rest of Belle Brands’ portfolio, Lo believes the company rounds it out since the other brands cover hair, makeup and baby personal care.
That said, she added she is open to further acquisitions down the line.
For her part, Power told WWD: “As a venture-backed business, you’re always building the company to ultimately partner with someone who can not only produce a return for shareholders, but that can take the business into the next stage of its growth. We got to know the team over at Windsong and Belle Brands, and have been very impressed with what they’ve done with several brands, both in the mass and prestige space. They have really great relationships with our key partners already.”
Asked if she plans to found any more businesses, Power, who also has Merit and Avaline, said: “I will never say never. I have to be deeply inspired and compelled by something. I need to feel like I’m solving a major problem for a consumer or creating something that doesn’t exist, and for now, I’m very excited to continue to support Merit and my organic wine brand Avaline, which is doing very, very well.”
