Who What Wear Company expands to beauty with new brand Versed

Clique Brands, the company behind the digital fashion publication Who What Wear and the Target clothing brand of the same name (as well as sportswear brand JoyLab), has ventured into beauty with its new brand Versed, according to WWD.

The clean skincare brand will launch at Target on May 19 before distributors such as Dermstore, Revolve and Riley Rose in June. This is the first brand to be developed under Offspring Beauty, which also filed to trademark the name Merit, according to JUSTIA Trademarks. Offspring Beauty is an incubator partially funded by Clique Media to develop its beauty brands.

“Clean beauty was becoming so important, but [our customer] didn’t have anywhere to turn,” said Katherine Power, co-Founder and CEO of Who What Wear and CEO of Versed, in a statement.

Versed debuts with 19 products available for under 20 USD geared towards the same millennial demographic Who What Wear’s publication and clothing brand focuses on. The company tapped its readers for more insight into what its audience is looking for, conducting reader surveys, accessing community Facebook groups and more.