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.