Teresa Lo, Global President of Belle Brands, cited Versed’s unique point of view and product accessibility as primary drivers for the deal. Under the new ownership, Versed CEO Andy Chiu will oversee the transition. The brand, founded by Katherine Power in 2019, was the first digitally incubated label to launch directly into mass retail, later expanding into color cosmetics in early 2025.
Belle Brands Acquires Skincare Label Versed
Versed, the clean beauty brand known for its data-driven approach to mass-market retail, has been acquired by Belle Brands. The platform company, backed by private investment firm Windsong Global, adds the skincare and makeup line to a portfolio that already includes JVN Hair, Pipette, and KVD Beauty.
Power characterized the acquisition as a strategic move to leverage Belle Brands’ expertise in brand stewardship and existing retail relationships. Versed currently maintains a catalog of over 35 award-winning products. For Windsong Global, the transaction continues a long-term investment strategy in the beauty and wellness sector, which has seen the firm complete 60 deals totaling $10 billion in enterprise value since 2006.
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