Belle Brands is strengthening its position in accessible prestige beauty with the acquisition of clean skincare and makeup brand Versed, adding another fast-growing name to its portfolio alongside JVN Hair, Pipette and KVD Beauty.
The platform company, backed by consumer-focused private investment firm Windsong Global, announced it has acquired Versed from founder Katherine Power. Financial terms of the transaction were not disclosed.
Founded in 2019, Versed helped pioneer digitally incubated clean beauty at mass retail, building a loyal consumer following with data-driven product development and affordable, solution-focused skincare. The brand expanded into skincare-driven makeup in February 2025 and now offers more than 35 products across skincare and color cosmetics.
Belle Brands global president Teresa Lo said Versed aligns with the company's strategy of acquiring high-performing, consumer-centric brands with strong retail appeal.
"No brand does that better in the clean mass retail space than Versed," Lo said. "We are thrilled to add Versed to our portfolio of brands and continue to drive growth and maximize its potential."
Versed CEO Andy Chiu, who led the company through the transaction, will support the transition to Belle Brands.
For Belle Brands, the acquisition further expands a portfolio focused on high-growth beauty brands with established retail distribution, while reinforcing Windsong Global's continued investment in the beauty sector. Since its founding in 2006, Windsong has completed 60 transactions representing more than $10 billion in enterprise value and has owned or invested in brands spanning beauty, wellness and consumer lifestyle.
