What Versed Founder Katherine Power Would Buy From Her Own Brand

Welcome to What I Buy From My Own Brand—a special series spotlighting our favorite female CEOs and beauty bosses. Here, they'll provide context regarding what they look for and value while shopping for top-notch beauty products in addition to providing a list of favorite formulas they'd personally purchase from their own brand. Up next, Katherine Power, CEO + Founder of Who What Wear and Versed. Enjoy! 

There's nothing more exciting for us than taking a peek into the beauty bags or daily regimens of some of the most influential women within the beauty and fashion industry. From Cassandra Grey to Linda Wells to Shiona Turini to April Gargiulo, we want to know every secret, every ritual, and every product female beauty bosses swear by. Steeped in all things beauty and fashion, these women know a thing or two about a game-changing (or -ending) product, so what they choose to use from their own brand—and others—becomes all the more intriguing.

So we decided to ask our very own Who What Wear and Versed CEO and founder, Katherine Power, which products she uses on the reg from her own brand and what the process and criteria are when she's choosing what she will or won't use while shopping other brands.


(Image credit: @katherinepower)

"I usually go by word of mouth," she explained to us. "If someone I know does a lot of research on products and has chosen to buy it, or if someone I know has great skin and they're seeing a difference and real results, then I'm instantly curious about what they're using.

"I also trust Who What Wear's beauty editors, so I'll easily buy anything they write about or recommend. Packaging is very important to me and might inspire me to make a purchase, but I don't want to feel like all of my money is going into what a product looks like. I'd rather know that it's going into the formula."

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For Power's daily skincare regimen and five-minute makeup routine, we recommend heading over to her Instagram and IGTV channel, but to find out which six products from Versed she truly can't live without (we made her choose!), keep scrolling! 

Beauty Director

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.