Belle Brands acquires clean beauty brand Versed
By bringing in Versed, Belle Brands is strengthening its position in the clean mass retail space and expanding its portfolio of accessible beauty brands.
USA – Belle Brands has acquired Versed, adding the clean beauty label to its mass-retail skin care and makeup portfolio.
The move brings Versed under the same umbrella as JVN Hair, Pipette, and KVD Beauty, with Belle Brands aiming to deepen its reach in clean, consumer-friendly beauty.
Versed was founded by Katherine Power and has built its reputation around clean, solution-focused skin care and makeup.
Andy Chiu is steering the brand through the transition, while Belle Brands’ global president Teresa Lo will help guide its next phase of growth.
Lo stated, “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.”
Lo added, “We’re thrilled to add Versed to our portfolio of brands and continue to drive growth and maximize its potential.”
The acquisition follows Windsong Global’s formation of Belle Brands in 2024 through the purchase of JVN Hair and Pipette.
Versed launched in May 2019 as a digitally born brand that entered mass retail from the start. Its product development has been shaped by data and community feedback, helping it build a loyal customer base over time.
The brand expanded into skincare-led makeup in February 2025 and now offers more than 35 products across skin care and cosmetics.
Katherine Power said the brand was created to make clean beauty more accessible through elevated, practical products at mass retail, and she described Belle Brands as a strong partner for its next stage of growth.
Versed offers a mix of skin care and makeup products. Based on the product listings I found, its range includes cleansers, serums, moisturizers, sunscreens, masks, eye care, and makeup items such as skin tints, concealer, blush sticks, bronzer sticks, lip serums, brow gel, mascara, and setting or finishing products.
In a similar move, French fragrance house TechnicoFlor has announced the acquisition of Azur Fragrances, an independent perfumery company founded in Grasse, Southern France, in 1978 by Andreas Von Loringhoven.
The move marks a strategic milestone in TechnicoFlor’s growth trajectory, reinforcing its position in natural perfumery and accelerating its international expansion, particularly across Europe.
The acquisition strengthens TechnicoFlor’s expertise in fragrance creation, with a special emphasis on natural perfumes, a segment where Azur Fragrances has built significant know-how.
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