Guess what. There's a new skincare brand launching at Target this weekend that we think just might replace all your other products (like, not just your drugstore products—all of them). It's called Versed, and it's a line of sustainably sourced, nontoxic, results-driven items—everything from cleansers, moisturizers, eyes creams, and oils to serums, peels, masks, and spot treatments. No product costs more than $20. The packaging begs to be Instagrammed. And we have an exclusive, inside look at which products are going to sell out first—aka which ones you're going to want to add to your cart as soon as they become available on Sunday. How do we have this information? Oh, because we made Versed.
It's true! Some of Who What Wear's savviest beauty experts and researchers have been working on this baby for years. It's finally almost here, and we want to be the first to share with you which of the 19 products you have to know about now.
So… a little more on what Versed is all about: It starts with research. Our data team figured out that, in general, millennials think skincare is too confusing, not trustworthy, and freakin' expensive. And they're totally right. After over 11 years of market research (of testing products, beauty reporting, and consulting readers and top industry experts), we discovered that at the end of the day, folks in their 20s and 30s just want a few simple things from their skincare—things that that no one brand has managed to represent (until now). Millennials want products that A) create visible results, treating issues like dullness and aging, B) are made with clean ingredients, C) have an affordable price point, and D) have ingredients and packaging so easy to understand that you're not totally paralyzed by what to buy. No vague, flowery verbiage. Just clean, formula-driven, transparent, affordable, easy skincare. That's the gap Versed is filling. Starting Sunday, you can find it at everyone's favorite mass retailer: Target.
We want to wax on and on about every product in the line (and trust me—we will as soon as it's available). But for now, here's a sneak peek of the products you need to know about because our Versed team thinks they'll be the first to sell out. Bookmark this page, skincare lovers. And get your credit card ready…
Day Dissolve Cleansing Balm
The first predicted best seller you need to know about is this rare cleansing balm. Versed's brand director, Deven Hopp, says this is one of the products sure to fly off shelves early, simply because there's nothing else at the drugstore like it. Cleansing balms are typically high-end items, and even though this spa-like product smells almost exactly like Eve Lom's $80 cult cleanser and melts makeup and grime without leaving your face covered in residue, it's only 18 bucks. The perfect recipe for going out of stock overnight.
Stroke of Brilliance Brightening Serum
Did you know the number one product in Amazon's beauty department is a $20 vitamin C serum? Folks are jonesing for affordable brightening serums with simple, efficacious ingredients. That's part of why this little gem is going to be one of the first Versed products to sell out. It also doesn't hurt that the product has beautiful visual appeal with its 100% naturally derived orange color, and it doesn't stink or feel sticky like some other brightening serums. The product's complex cocktail of brighteners (including licorice root and niacinamide, in addition to vitamin C) makes Team Versed pretty confident folks are gonna fall in love with the results, and the product will continue selling out.
Silk Slip Conditioning Lip Oil
Lip oil is another thing you don't often find at the drugstore. (Our beauty editors are in love with Hourglass's version, but that ish costs $49.) An elevated version of the 99-cent Chapstick you pick up in the drugstore checkout aisle, this vitamin E–rich formula (made without an ounce of mineral oil or petroleum) absorbs more slowly to keep your lips silky and smooth (but not too glossy or shiny) all day long. A best seller to be sure, Team Versed predicts.
Wash It Out Gel Cleanser
Hopp told me confidently that this is one of the best daily cleansers you'll find at the drugstore, plain and simple. It's got a super-clean formula (rare for an under-$15 face wash), a refreshing minty fragrance, and is a perfect size for the shower. "It also has great shelf appeal according to tests we've done," Hopp reports. We dare you not to be obsessed.
Found the Light Powder With Vitamin C
Here's another, quirkier vitamin C product Hopp predicts won't be able to stay on Target shelves. It's a powder that you can mix in with your existing products, like moisturizer or face oil. "It's kind of never-before-seen, a novel formulation," Hopp says. Add irresistibly adorable packaging, and you can expect these to go out of stock real quick.
The Shortcut Overnight Facial Peel
Another unique product for the drugstore is Versed's overnight peel, which is made with glycolic acid, lactic acid, and vitamin A. We all love a heavy-duty brightening, skin-evening, breakout-preventing treatment, but what makes this one special is that it has a soft lotion texture and is just one step. If you're a fan of Kate Somerville's $90 Micro Peel, save 70 bucks on this comparable, soon-to-be-sold-out formula.
Photos Please Brightening Tightening Mask
Insider tip: Out of all the Versed products, this one is Hopp's fave. She uses it every Friday morning and every Monday morning ("to start my weekend right and then my week right," she says). The turmeric-infused mask is the perfect pick-me-up when your skin looks dull, uneven, and congested. It's smoothing, softening, and pore-tightening, and only $10. Translation: Buy it ASAP or have regrets.