We Are Not Sustainable
Sustainability has been at the heart of Versed’s brand story since its launch in 2019. From the start, many of its products were packaged in PCR (post-consumer recycled) materials and FSC-certified (Forest Stewardship Council) boxes. The brand became Climate Neutral Certified and actively offset its carbon footprint to minimize its environmental impact.
As sustainability grew into a key priority for consumers, Versed saw an opportunity—not just to reach these customers, but to reinforce that they were more than a skincare brand; they were intentional in their choices and committed to real impact. But as more beauty brands began touting sustainability, many relied on vague buzzwords like “green,” “eco-conscious,” and “environmentally friendly”—terms that often amounted to little more than greenwashing.
To cut through the noise and take a bold stance, we launched a disruptive, attention-grabbing campaign with the tagline We Are Not Sustainable. Alongside it, we introduced The Green Glossary, a resource breaking down sustainability terminology and a guide to spotting greenwashing—proving to our customers that transparency and honesty weren’t just values but standards we lived by.
In 2022, Versed’s Instant Resurfacing Mask went viral when a popular influencer raved about achieving the coveted “glass skin” look—an effect beloved in K-beauty and highly sought after by skincare enthusiasts. A year later, as the brand prepared to launch its body exfoliator, every marketer’s worst nightmare unfolded: A major competitor released an almost identical product at the same price point, in the same retailer.
With a quick pivot, we leveraged key insights from the 2023 viral moment that had driven a surge in sales and frequent sellouts of the Instant Resurfacing Mask. The takeaway? The skincare community was deeply invested in glass skin. While this new SKU was designed for the body, its formulation shared many of the same powerhouse ingredients—offering the potential to achieve glass skin beyond the face. No one had been talking about glass skin below the chin… and now, they were not only looking for it, but actually achieving it with our AHA Exfoliating Body Scrub.
It all begins with an idea. Maybe you want to launch a business.
GLASS SKIN IS NOT JUST FOR THE FACE
Versed Skincare
