Versed

A beauty media company looked at its own audience research in 2018 and concluded that millions of its readers were searching for effective skincare at affordable prices, so the media company launched a brand to sell to them. Click brands, the parent of digital publications, who, what, where, and birdie, spent years analysing what its beauty readers actually searched for, bought and complained about. The data pointed to a clear gap. Prestige skincare worked but was too expensive. Drugstore skincare was cheap but often ineffective, and almost no brand sat in the middle at an evidence-based formulation with a mid $20 price point. In 2019, Click launched Versed as a direct-to-consumer brand distributed through target and alter, with every product priced under $25 and formulated with clinically supported actives.