Versed enters specialty retail with launch at Ulta Beauty

Clean skincare and makeup brand Versed has officially expanded into Ulta Beauty. 

The move marks a milestone for the brand as it enters specialty retail for the first time, bringing its best-selling lineup to over 300 Ulta Beauty stores across the U.S. and online.

Versed’s Ulta Beauty debut includes a curated selection of the brand’s best-selling skincare and makeup essentials, all priced at $20.99 and under, such as the Dew Point Gel-Cream Moisturizer, Press Restart Gentle Retinol Serum, and Weekend Glow Brightening Eye Gel, alongside its viral makeup collection. 

“Launching makeup has been a longtime vision of mine for the Versed brand—grounded in our years of leadership in clean, effective skincare,” said Katherine Power, founder, Versed. 

“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.”

Founded in 2019, Versed gained popularity as the first digitally incubated drugstore skincare brand to debut in mass retail. Since then, it has built a loyal community through its data-driven, community-led approach to product development. 

“We’re incredibly excited to welcome Versed to our skincare and makeup assortment this summer,” added Kaitlin Rinehart, vice president of merchandising, Ulta Beauty. 

“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.”