Clique Brands, which owns six digital publications including Who What Wear and The Thirty, is launching a new clean skin care line targeting budget-conscious consumers. The new line, Versed, is the first by Offspring Beauty, a subsidiary company created by Clique with the goal of incubating and scaling the next generation of beauty brands.

Versed features an array of 19 sku’s, ranging from treatments to moisturizers, all priced under $20. The company said it used 11-plus years of researchThe Shortcut Overnight Facial Peel from its team of editors, industry professionals, as well as data gathered from its community of 16 million women, to create the product assortment powered by science-backed ingredients, such as hyaluronic acid, squalene and red algae.

The assortment is broken down into three categories: Cleanse + Seal (cleansers, moisturizers and oils), Boost (serums, boosters and eye care) and Treat (masks, peels and spot treatments). Products can be mixed and matched based on a user’s preference and consumers who have a difficult time selecting the right products can turn to the brand’s online consultations, on-demand message service, or use its icon system to pinpoint the right products based on skin concern.

Versed has formulated its products to EU standards, which bans more than 1,300 common toxins, added colors and fragrances from beauty products, and has taken a sustainability stance with low waste packaging. The brand is also aiming to make transparency it’s cornerstone by not paying influencers for endorsements and not airbrushing models’ skin for marketing campaigns.

The assortment launches exclusive to 1,400 Target doors on Sunday, May 19 and, before rolling out to Dermstore, Riley Rose and Revolve. It will become available direct-to-consumer on in October.