Belle Brands Expands Beauty Platform with Acquisition of Versed

Key Takeaways

Belle Brands has acquired the clean skincare and makeup brand Versed to expand its portfolio.
The acquisition aims to enhance brand identity while leveraging operational efficiencies.
Versed’s successful products will remain a focus as Belle Brands seeks further growth and acquisitions.

Acquisition Details

Windsong Global-backed Belle Brands has acquired Versed, a mass-market clean skincare and makeup brand. This acquisition adds to Belle Brands’ growing portfolio, which already includes JVN Hair, Pipette, and KVD Beauty. The financial terms of the deal have not been disclosed, but it signifies Belle Brands’ intention to innovate within the beauty holding sector after earlier firms faced challenges.

Founded in 2024, Belle Brands emerged after the acquisition of JVN Hair and Pipette following Amyris’ bankruptcy. The company’s strategy focuses on enhancing established beauty brands through operational improvements, renewed marketing efforts, and strategic investments. Industry estimates place Versed’s topline sales at about $20 million last year, significantly lower than previous figures. Versed’s CEO, Andy Chiu, will assist in the brand’s transition within Belle Brands.

Strategic Vision

Teresa Lo, global president of Belle Brands, emphasizes that successful management of a beauty holding company requires a blend of backend consolidation and respect for individual brand identities. During acquisition evaluations, she prioritizes brand product quality, community strength, and cultural fit. Lo affirms that while Belle Brands will provide resources, “it is very important for us that, on the outside, the brand remains what it is.”

Versed was launched in 2019 with an entry into Target and was developed by Offspring Beauty, backed by Katherine Power’s Who What Wear media platform. The brand’s mix of over 35 products is priced under $20, with popular items including the Day Dissolve Cleansing Balm and Good Defense Daily Sunscreen. Versed recently expanded its makeup line with the Skin Solution complexion series.

Currently, Versed products are available in 1,834 Target locations and in retailers like Revolve, Amazon, and Ulta Beauty. While the makeup sector is facing slow growth, Versed’s performance indicates strong resilience in the mass-market category.

Integration Strategy

Belle Brands faces the challenge of successfully integrating Versed without compromising its brand identity. Rather than merging marketing and development efforts, the company plans to streamline backend operations, such as logistics and supply chain management. Lo remarked, “The way that we think about shared services is really more on the backend.”

The primary focus for Versed remains on its best-performing products. Lo noted, “We’re not here to reinvent the wheel…we want to lean into that in an even bigger way.” This strategy aligns with Belle Brands’ broader goal to identify and acquire additional brands, with Lo indicating that more deals are forthcoming.

Windsong’s founder, William Sweedler, sees a target of around $25 million in annual sales for future acquisitions. His past endeavors, such as the establishment of HRB Brands, provide a solid foundation for this new venture.

Ultimately, Belle Brands aims to navigate the complexities of the beauty market and establish itself as a resilient multi-brand platform.

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