When Melanie Bender, president of Versed, oversaw the brand’s launch out of Clique Brands in May 2019, it was with the distinct vision of democratizing clean beauty. Since then, Versed has blossomed into so much more.
For example, over the last 12 months, Versed launched a TikTok series called “Skin School” (which has reached 9 million people), became climate neutral-certified, reformulated products to be more environmentally friendly and hosted a “Community Board Meeting” on Instagram Live that was viewed 25,000 times. But perhaps most notably, in September, Versed brought together over 200 beauty brands under the activation CodeRed4Climate calling for federal action around climate change. Bender pointed out that most of Versed’s existence has been in a Covid-19-dominated world, which only serves to underscore the significance of the brand’s accomplishments.
Ahead, Bender speaks about the outcome of CodeRed4Climate and Versed’s plans for 2022 growth.
How important was CodeRed4Climate to Versed?
“It was certainly a major moment for us. Our mission as a brand is making clean skin care for everyone, and our mission with Code Red for Climate was making climate action [available] for everyone. It came together in 45 days, [which was] a timeline of need, not really a timeline of choice. More than 250 beauty brands participated, and it’s incredible to have that many brands get behind any single message. We drove over 150,000 engagements around the content on Instagram. We also reached 4 million people and had close to 1,300 direct touches with members of Congress via letters, phone calls and meetings. To me, it shines light on how much we can accomplish and what progress we can make together. I hope and believe it will be the starting point for much more collective action [in the industry].”
What comes next for CodeRed4Climate?
“I do envision CodeRed4Climate being an annual initiative that we build and grow on each year. It has also developed into an [internal industry] working group called Planet A. Planet A is a group of brands and people committed to making climate [action] cool. We have over 70 brands and 100 different members organized around five different working groups. This covers everything from becoming carbon neutral to [forwarding] social sustainability and inclusion.”
What are Versed’s product and marketing plans for 2022?
“We’re excited to continue building [our community]. We’re going to expand how we’re bringing people into our brand and how we deliver our message. Partnering with dermatologists to build trust and credibility is incredibly important and an antidote to the misinformation and marketing hype that has confused the consumer. In 2021, we partnered with close to 40 dermatologists. In 2022, we will have our first brand-led brick-and-mortar shop with a pop-up in Los Angeles in late spring. Also, say keep an eye out for some [products from us for] below the neck.
