Who What Wear’s First Beauty Brand to Bow at Target

Who What Wear is launching a beauty brand. Versed, a clean skin-care line with products priced at less than $20, is entering 1,400 Target doors on May 19. It is set to roll out to broader retail distribution, including Riley Rose, Revolve and Dermstore beginning in June. Aimed at the fashion content and commerce company’s Millennial consumer base, Versed is the first brand developed under Offspring Beauty, a subsidiary designed to incubate Who What Wear beauty brands. More brands are expected to follow Versed, though the company would not specify under which categories they would fall, when they are expected to come to market and how big the portfolio will be. Versed is meant to fill a white space for affordably priced, efficacious skin care formulated with clean ingredients, said Clique Media cofounder and chief executive officer Katherine Power, who is also ceo of Offspring Beauty. Its 19 products were developed with a “formula-first philosophy,” meaning the bulk of spend was put toward ingredients and formulation, rather than custom packaging and paid marketing. The assortment is divided into four categories that are meant to be mixed and matched, addressing specific skin issues such as acne, hydration, dullness and aging. There are three tiers of

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