Behind the Screen: Versed Deserves More Credit for the #SkincareHeadband
Interview with Emma Wesel, Versed's Director of Influencer, Affiliate & PR
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where are you based?
Greenpoint, Brooklyn!
How long have you been working in the influencer/creator economy? And how much of that time has been at Versed?
I’ve been working in influencer marketing since I was a senior at SMU in Dallas, TX. I interned at LTK (formerly known as rewardStyle) and fell in love with the industry. From there, I moved to NYC for a marketing role at Draper James and built out their influencer marketing strategy. I’ve been at Versed since January 2023! Time has flown and I’m so excited about what’s to come for the brand.
How has the industry changed since you first started your career?
It’s changed so much! First and foremost, I think people understand and respect the power of influencer marketing and the pivotal role that it plays in a brand’s marketing strategy. When I first started working in influencer marketing in 2017, brand partnerships were still in their infancy and sponsored posts were mainly appearing on blogs. The rise of TikTok changed the industry again by providing a platform where small creators can go viral overnight and shifting content to be more authentic and less polished. Fast forward to today, consumers look to influencers for recommendations the same way that they would as a friend.
How would you describe the influencer ecosystem at Versed?
The influencer ecosystem at Versed is grounded in relationship building. We have an always-on seeding strategy that feeds our affiliate program. We also have a multi-channel paid partnership strategy that spans Instagram, TikTok, YouTube and Substack. Oftentimes our influencer gifting and affiliate initiatives will lead to paid partnerships when we see that there is an authentic synergy and both the creator and their audience really resonate with the brand. We’re very focused on both finding new creators to add to the Versed community and fostering long-term relationships with influencers that have supported the brand for years.
There isn’t any overt branding, but I instantly recognize Versed by the thick bubble “skincare” headband that I proudly own and wear each evening when removing my makeup. Was that always a part of the influencer strategy or how did the Gift With Purchase initiative evolve?
The Versed headband has definitely taken on a life of its own. It was first created back when Versed launched in 2019 as something to send alongside Versed products to creators – the idea was that everyone needs to put their hair back when washing their face. From there it really skyrocketed. The headband is not typically available for purchase on site, but is sometimes offered as a GWP during key events or promotional moments. We’ve seen it resold on Poshmark for $100 when it’s unavailable – there’s an interesting creator video about the phenomenon here.
Internally, we’re always excited when we see our headband on large creators like Alix Earle. The headband has definitely become ubiquitous and stands for something larger than Versed now. On one hand, we definitely believe that imitation is the highest form of flattery. But on the other hand, so many people have been shocked to learn that Versed did it first! Stay tuned for an exciting iteration coming in early 2025. Linking my favorite headband TikTok:
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My eyes will be peeled in Q1…With so many different influencer channels, how do you measure success for campaigns?
There are a number of core KPIs that we look at to measure success. On a monthly basis, we focus on EMV (earned media value), retention (how many creators that posted about us last month continued to post about Versed this month), total number of creators and posts featuring Versed, revenue and ROAS. We create campaign goals to ladder back to those same KPIs and also look for a lift in sales at our retail partners during launch moments.
Being obsessively online is the name of the game in this industry. How do you keep up with trends and test into new platforms?
I read a lot! My favorite substacks are
by Emily Sundberg, by Rachel Karten and . These help me to stay informed on what is happening in the ecosystem and I always find it so interesting to see what other brands are up to.We’ve been testing into Substack paid partnerships over the past few months and plan to continue this into Q4 and 2025. In addition, we’ve been gifting key Substack writers for potential product inclusion. Substackers have a built-in, engaged community–people who opt in and pay to read the Substacker’s POV. It’s a powerful, prolific tool for incredible content. Testing out sponsored content on Substacks just made sense.
I’m so excited to continue to follow your newsletter – the influencer industry has definitely been lacking a dedicated Substack and I can’t wait to see where it goes!
I am also an avid fan & reader of those newsletters. And you’re too kind! Thank you for subscribing. As you reflect on the many influencers you have collaborated with, are there any stand out partners for the brand?
I absolutely love working with Justin Anderson. He injects his personality into every piece of content and I think that’s why it resonates so well with his audience – he authentically loves Versed!
And who would you love to work with?
I’d love to partner with Shea McGee on a Versed routine! She’s definitely who our core demo looks to for inspiration and she’s such a successful entrepreneur in her own right.
Giving Shea a follow after this! Is there a Versed campaign that you’re particularly proud of?
Definitely our Press Restart Café Pop Up in NYC this past March! Over the course of the weekend, 1,200 brand fans, community members, influencers and press experienced the Press Restart Café in SoHo. Many stayed over 25 minutes, chatting with brand members and fellow attendees, sitting at the bistro tables and enjoying coffee/croissants while trying the product. I’m looking forward to hosting more IRL events for creators in 2025!
Loved the Press Restart Cafe, so I can’t wait to see more from the brand in 2025. I keep the Advanced Retinol Body Butter that I was gifted at the event on my bedside table. Now for a few final, fun questions:
Favorite product from Versed?
Hands down our Day Dissolve Cleansing Balm! I reach for it daily – it doesn’t irritate my eyes, melts away skincare/makeup effortlessly and has eucalyptus oil, so it smells like a spa.Book, podcast, or music on your morning commute?
I’m really not a news junkie (it usually stresses me out), but I genuinely look forward to listening to the Mo News podcast every morning on my commute. Mo & Jill (the hosts) make listening enjoyable. I love their bite-sized takes on current events and issues – they allow each listener to form their own opinions but present everything in a very approachable way. It feels good to get to the office knowing that I am up-to-date on what’s happening in the world.If you were on the other side of the business, as an influencer yourself, what brand(s) would you want to partner with?
Such a tough question…I would have to say collaborating with Boy Smells on a custom candle! Especially in the colder months I light a candle almost daily and am obsessed with the Kasey Musgraves collab candle Slow Burn.Who influenced your last purchase?
I bought Crown Affair’s Finishing Spray after seeing Dianna Cohen post about it - I absolutely love their marketing campaigns and everything from the brand! I also may pull the trigger on Dorsey hoops today as I’ve seen multiple people post about them. *I am also a fan of ’s brand, so we proceeded to text about what we are eyeing at Dorsey. Emma may influence my next purchase…*
You can stay in touch with Emma on Instagram & if you aren’t already, give Versed a follow! Highly recommend the Advanced Retinol Body Butter and the Doctor's Visit Instant Resurfacing Mask.
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