Versed recently announced its retail expansion with Ulta Beauty, the nation’s largest beauty retailer. Trailblazers of the clean beauty at drugstore movement since their debut in May 2019, Versed is now expanding into specialty retail with a launch in over 300 Ulta Beauty stores nationwide, as well as online. The assortment features a curated selection of the brand’s best-selling skincare and makeup essentials.
“Launching makeup has been a longtime vision of mine for the Versed brand—grounded in our years of leadership in clean, effective skincare. The incredible response from our community confirmed what I’ve always known: People with sensitive skin are underserved when it comes to high-performing, affordable makeup. Expanding into Ulta Beauty is a major milestone in meeting our customer where she’s already shopping for beauty,” stated Katherine Power, Founder, Versed.
“We’re incredibly excited to welcome Versed to our skincare and makeup assortment this summer,” said Kaitlin Rinehart, Vice President of Merchandising, Ulta Beauty. “As the nation’s largest beauty retailer, we are committed to expanding our assortment across two key categories our guests are highly engaged with to include brands that share our commitment to clean, conscious and cruelty-free solutions. Since Versed’s debut over five years ago, we’ve been inspired by their mission to redefine beauty standards by delivering high-performance skincare and makeup options that are accessible and effective. We are thrilled to be a part of their next phase of growth, allowing even more beauty lovers to discover the brand’s viral makeup assortment, along with their bestselling skincare solutions.”
Launched in 2019 as the first digitally incubated drugstore brand to debut in mass retail, Versed has grown a loyal community through its data-driven, community-led approach to product development. Its expansion into Ulta Beauty marks a new chapter, bringing its proven skincare and newly launched makeup to the specialty beauty aisle.
