Belle Brands buys clean beauty brand Versed in latest portfolio play

What's the deal? Belle BrandsDealroom has a profile for this one. Try Dealroom → has acquired VersedDealroom has a profile for this one. Try Dealroom →, a clean skincare and makeup brand founded by Katherine PowerDealroom has a profile for this one. Try Dealroom →. Versed joins JVN HairDealroom has a profile for this one. Try Dealroom →, Pipette, and KVD Beauty under Belle Brands Global President Teresa Lo. Terms were not disclosed.

Who's involved? Belle Brands is a platform company formed by consumer-focused private investment firm Windsong GlobalDealroom has a profile for this one. Try Dealroom →. Versed CEO Andy ChiuDealroom has a profile for this one. Try Dealroom → led the company through the transaction and will support the transition.

What does Versed do? Founded in 2019, Versed was the first digitally incubated brand to debut in mass retail, using a data-driven, community-led approach to product development. It expanded into skincare-driven makeup in February 2025 and now features more than 35 skincare and makeup offerings.

The strategic rationale: Belle Brands is targeting consumer brands that pair product performance with accessibility. "No brand does that better in the clean mass retail space than Versed," said Lo.

Why Belle Brands? Power said the buyer's retail relationships and record as a brand steward made it the "ideal partner to continue expanding the brand."

The signal: The deal underscores Windsong Global's steady push into beauty and wellness. Since 2006, the firm and its predecessor funds have completed 60 transactions worth more than $10 billion in enterprise value, with past and present brands including Algenist, This Works, and Tone It Up.

Read more: PR Newswire

Image credit: Versed