Cruelty-free and vegan skincare brand Versed just debuted at Target.
Versed uses “powerful, clean ingredients” like eucalyptus oil and aloe leaf juice to make its products. According to Target, the brand helps manage dry skin, acne, and aging. Versed forgoes more than 1,300 common ingredients — including sulfates, parabens, and phthalates — as well as added colors and fragrances in its recipes.
The budget-friendly collection (it’s all under $20) took more than 11 years of testing and research to develop.
“After years of consumer research, we started to notice a gap in the beauty market,” Katherine Power, CEO and founder of Versed, said in a statement. “Shoppers were looking for a brand that was deeply rooted in research and was comprised of clean products that not only work great, but are easy to use and make them feel good.”
“We’ve checked all three boxes with proven, powerful ingredients, simple icons and an online quiz that directs users to products that address their specific skin concerns. And because we’re so confident in the results, our launch campaign is free of airbrushed skin and paid influencers,” she added.
Nineteen products, including cleansers and moisturizers, make up the line. The Shortcut Overnight Facial Peel helps skin glow; it features vitamin A, which Versed says is a “powerful and proven” anti-aging ingredient, and vitamin E to “keep skin calm.”
Versed’s Stroke of Brilliance Brightening Serum is a “cocktail of brightening and pigmentation-fighting plant extracts and antioxidants.” Vitamin C and licorice root help to balance skin tone and repair damage.
The beauty brand also offers Smoothing Eye Cream, with algae extract, firming peptides, and olive oil, as well as its Photos Please Brightening Tightening Mask, which features turmeric and red kaolin clay for “noticeably brighter, tighter, smoother, softer skin.”
Vegan Beauty Products
Target introduced Versed to cater to the growing number of shoppers seeking affordable, clean, and effective skincare products. “Adding Versed to our assortment not only gives guests first access to a new beauty brand, but it’s another way we’re continuing to differentiate our beauty assortment and reinforce Target as the ultimate destination for all beauty and skin care needs,” said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines, and services.
Aside from Versed, Target offers several vegan beauty products. The major retailer stocks a cruelty-free and vegan beauty box made by 18-year-old entrepreneur Zandra Cunningham. The “Treat Yo Self” box contains exfoliating sugar scrub, hand and body lotion, and a lip and body balm.
Target is also home to Beauty Powders made by vegan beauty brand Pacifica. The drinkable probiotic powders are made with plant-based superfood ingredients and can be added to water, juice, or smoothies to give your skin or gut health a boost. Some of the powders also promote relaxation and feelings of calmness.