An innovative new skin care brand is joining Target’s beauty assortment, ready to help guests create an easy-to-follow and personalized beauty regimen. Versed relies on powerful, clean ingredients that fight everything from dryness to acne to aging, and it’s making its debut at Target this Sunday!

From the same talented team we partner with to bring you Target-exclusive apparel and accessories line Who What Wear, Versed was developed with and inspired by Who What Wear’s community of over 16 million people. With expert input from skin care pros and industry professionals, who helped fine-tune and test-drive each item, to more than 11 years of testing and researching products, they’ve created a collection that is easy to use and super effective. The best part? It’s all under $20.

“We know our guests are looking for options when it comes to building a skin care routine that’s right for them. The Versed collection offers trend-forward products that are affordable, made with cleaner ingredients and above all, are effective,” said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines and services. “Adding Versed to our assortment not only gives guests first access to a new beauty brand, but it’s another way we’re continuing to differentiate our beauty assortment and reinforce Target as the ultimate destination for all beauty and skin care needs.”

From cleansers to treatments to moisturizers, the 19-product collection is chock-full of proven ingredients like soothing eucalyptus oil, hydrating aloe leaf juice, brightening vitamin c and dozens more. Created as a cleaner alternative to traditional skin care solutions, Versed products were formulated without over 1,300 common toxins (move over sulfates, parabens and phthalates!), added colors and fragrances, and are vegan and cruelty-free.

“After years of consumer research, we started to notice a gap in the beauty market,” explained Katherine Power, CEO and founder of Versed. “Shoppers were looking for a brand that was deeply rooted in research and was comprised of clean products that not only work great, but are easy to use and make them feel good. We’ve checked all three boxes with proven, powerful ingredients, simple icons and an online quiz that directs users to products that address their specific skin concerns. And because we’re so confident in the results, our launch campaign is free of airbrushed skin and paid influencers.”

The product packaging (made from low-waste materials, by the way!) includes a set of prescriptive icons to help you pinpoint the right products for your skin. Plus, each item comes with helpful information about how to use the product, when to use it and why it’s an important part of a complete skin care regimen. Target’s in-store displays make selecting products even easier, with items grouped together by how they fit into your skin care routine: cleanse, seal, boost, treat, body.

Check out some of our favorite products, below, before shopping the full collection online or in Target stores this weekend: