Drop Everything—Versed Just Launched the Minimalist Makeup Staples of Our Dreams

Who What Wear editors wearing the new Versed makeup products
(Image credit: Versed; Erin Jahns; Maya Thomas; Kaitlyn McLintock; Kat Collings; Jamie Schneider)

The day has come! Versed, the skincare brand we know and love for its minimal, "quiet luxury" aesthetic, has made an official foray into color cosmetics. While the brand has technically dipped its toes into the makeup market (see: Mood Lighting Glow Drops and Silk Slip Tinted Lip Oils), never before has there been a full color collection for the consumer to play with. "Those products got so much love from our community, [so] we saw there was space and a need for more," Lola Gonzalez Marra, head of creative and design, exclusively tells Who What Wear. Brand loyalists were hungry for premium, skin-loving, fun cosmetics that didn't thwart their skincare goals—and with 14 products tagged under $20, Versed has served quite the banquet.

Versed makeup products

(Image credit: Versed)

Each formula is the epitome of ease. With their buildable finishes and flexible shades, I get the sense that I could apply a full face at the office or in the back of a cab (even—gasp!—without a mirror). According to Justine Wu, head of Versed product development, I'm right on the money. "We wanted to create makeup that didn’t require a big learning curve or expert precision, something that someone who just dabbles in makeup could enjoy just as much as someone who has a full routine," she says.

Bold, clean lines have their time and place, but Versed Makeup is for those craving an everyday wash of color. Think a velvety balm that deposits the perfect blur of color, a mascara that precisely lengthens yet doesn't make lashes appear too "done," and an SPF-spiked skin tint that offers a Goldilocks (not too dewy, not too matte) satin finish.

And of course, each formula is tailor-made to complement a Versed skincare regimen. (And just like the under-$25 skincare range, all the makeup staples can be found at Target.) "We know our consumers’ skin concerns (sensitive skin, acne, dryness, etc.), so we’ve incorporated those elements into our line to create something we know will work for them," notes Wu. For instance, the liquid eye shadow comes infused with caffeine to simultaneously de-puff the lids as it dresses them in dreamy shimmer; the blush stick, creamy and sheer, contains a fatty acid complex to help cheeks look extra supple.

Versed makeup products

(Image credit: Versed)

The WWW team has been (secretly) wearing these beauties for weeks, and we all agree that each product rivals luxury formulas three times its price. So without further ado, scroll ahead to find our thorough testing notes, plus the top picks we each cannot stop using.

Erin Jahns, Beauty Director

Erin Jahns wearing Versed makeup products

(Image credit: @erin_jahns)

If there's one thing I know about my boss, Erin Jahns, it's that she loves a good, fluttery lash. That being said, I wasn't surprised to hear that the mascara had secured a permanent spot in her makeup bag. In addition to the volumizing, clump-free formula, she's quick to praise all the lip products (mask, tinted serum, and lip blush) and highlighter stick.

"These are the three types of products I truly need to feel like myself—a little lash, some glow, and a pop of color and hydration on my lips," she shares. "All of the formulas are stellar and feel entirely comparable to their more 'luxury' counterparts on the market."

Shop Erin's Top Picks

Kat Collings, Editor in Chief

Kat Collings wearing Versed makeup products

(Image credit: @katcollings)

For Kat, a subtle kiss of pigment is the name of the game. Like Erin, she adores the mascara ("[It] made my lashes look fluttery and long but not overly made-up," she says), but the liquid shadow takes the cake in the eye makeup category. Both tinted lip products also earn top-shelf status thanks to their natural, your-lips-but-better color payoff.

Shop Kat's Top Picks

Maya Thomas, Associate Beauty Editor

Maya Thomas wearing Versed makeup products

(Image credit: @itsmayalala)

Maya is a fan of a dreamy, romantic beat, so she favors a dewy bloom of color on the lips and cheeks. "My favorites are the Soft Gloss in Compliment and the Shade Swipe in Brownstone," she says. "I really loved the natural finish it gave me and how easily the product applied with very little effort. They were both perfect for someone who is constantly on the move and can't spend much time creating their dream makeup look. However, with the help of these two products, I believe I can make it happen in a couple of minutes."

Shop Maya's Top Picks

Kaitlyn McLintock, Beauty Editor

Kaitlyn McLintock wearing Versed makeup products

(Image credit: @kaitlyn_mclintock)

If Kaitlyn had to whittle down her routine to just three products (an impossible question for a beauty editor, I realize), she'd commit to skin tint, bronzer, and blush—and she fell in love with each of Versed's buttery formulas. "I love the Skin Tint for its impressive coverage yet natural-looking finish," she shares. "I also love the Bronzer and Blush for their smooth, blendable formulas and the subtle, sun-kissed effect they give my skin!"

Shop Kaitlyn's Top Picks

Jamie Schneider, Senior Beauty Editor

Jamie Schneider wearing Versed makeup products

(Image credit: @jamieeschneider)

When it comes to my own makeup routine, I always love a good multitasking stick. A swipe of pigment on my cheeks, lids, and lips not only streamlines my routine but also helps me achieve a chic, monochromatic color story. Suffice it to say, I fell hard and fast for the bronzer, blush, and highlighter. (The latter actually reminds me of Chanel's Baume Essentiel, a tried-and-true favorite.) That said, I was genuinely surprised by how much I enjoyed the tinted brow gel and lip scrub—both are such sleeper hits, IMO.

Shop My Top Picks

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Jamie Schneider
Senior Beauty Editor

Jamie Schneider is Who What Wear’s senior beauty editor based in New York City. With over seven years in the industry, she specializes in trend forecasting, covering everything from innovative fragrance launches to need-to-know makeup tutorials to celebrity profiles. She graduated from the University of Michigan with a B.A. in Organizational Studies and English before moving to NYC, and her work has appeared in MindBodyGreen, Coveteur, and more. When she’s not writing or testing the latest beauty finds, Jamie loves scouting vintage boutiques and reading thrillers, and she’s always down for a park picnic in Brooklyn.