Merit And The Beauty Of Minimalism

The Five Minute Morning set, Merit’s edit of core beauty products.

Merit

As crowded as the beauty industry is, there are still new players entering the space to bring something new and differentiated to the table. From luxury and fashion houses to indie and celebrity brands, the opportunity to venture into beauty remains attractive, despite the competition: valued at $450 billion globally, the market is set to grow 5% yearly through 2030.

Yet today’s definition of beauty is shifting, and so are the expectations surrounding it. Quality has become the number one driver when it comes to beauty purchases, according to McKinsey’s latest State of Beauty report. In an era of overwhelming choice, simplified and effective beauty routines are winning over complex products. And this is where Merit, the LA-based beauty brand founded just a few years ago, has carved its niche: offering a straightforward, high quality and effective routine brought immediate success, generating more than $100 million in sales last year.

Founded by Katherine Power in 2021, Merit Beauty was not born chasing trends, nor is it looking to create buzz with celebrity campaigns or online virality. In alignment with its branding, Merit embodies effortless style, discreet elegance and affordable quality. With that in mind, the brand initially catered to older women. But Merit’s founding CMO Aila Morin shares a different reality: “While Merit was created by Xillenials with that age group in mind, we’ve always had a multi-generational clientele. We see ourselves as less catered to a specific demographic than to a psychographic – a busy woman who sees beauty as more of a utility, not a hobby.”

This shows when analyzing consumer interest: Morin shares that 50% of website visitors are between the ages of 25 and 45, with just as many visitors over 55 as under 25. Appealing to such a wide demographic is quite unique, and might speak to why the brand resonates: an intentional focus on effortless and efficacious beauty, which is something many women look for regardless of their age.

Merit’s limited range, which represents complete beauty routine, brings a breath of fresh air to an industry that is highly overwhelming and often confusing to buyers. By providing a curated selection of daily essentials, it makes it easier and faster for women to get ready for any occasion and feel special when doing so. The brand’s positioning is very clear, with Morin explaining: “We’re not a 50-shade palette brand, but we are their everyday essentials, and have established cross-category credibility – so we can be a one-stop shop, from skin prep to makeup, to fragrance and even the bag they walk out the door with.”

Since launching, Merit has naturally flirted with other categories – most notably fashion – to bring complementary and desirable accessories to its customers. In 2023, it collaborated with New York fashion brand Proenza Schouler and released a reimagined version of its Signature Bag, gifted with any purchase above $100. “Our first designer collab with Proenza Schouler sold through 2 months of inventory in less than 3 weeks, and our second collab with Tove last year had a waitlist of 20,000 before it dropped,” shares Morin.

Every collaboration is designed with the brand’s ethos in mind, and has helped forge brand appeal as well as consumer interest: “These unique offerings have built a broader ecosystem around Merit, allowing us to tap into consumer loyalty in an increasingly segmented market,” she adds.

More recently, Merit partnered with Brooks Brothers as part of the roll-out of “The Uniform Dry Cleaners” pop-up in NYC this past June, giving visitors the occasion to purchase a limited-edition shirt with personalized embroidery available. The event served as an in-person introduction to the brand’s latest launch, its tinted mineral sunscreen, which took years to develop. Sunscreen is the brand’s latest category expansion, following the release of its first fragrance in 2024.

Product and category expansion is highly intentional: “We only launch newness when we identify a product that makes sense – a classic reimagined for the modern consumer.” Morin believes that consumer trust and loyalty is in part due to this thoughtful approach to product launch: Merit has built a solid foundation based on quality and efficacy, and customers don’t need much convincing now. Customer feedback, beauty editor reviews and awards are unanimous, showing there is still space after all to leave a mark in the beauty market.

Merit’s success might very well suggest that in an industry highly obsessed with chasing trends and viral moments, there is a lasting advantage in giving consumers simplicity, through products of high quality, reasonable priced and intentionally brought to life. Its selective launches, attractive collaborations, and clear brand ethos have built not just a loyal customer base, but a brand identity that feels timeless, elegant, and approachable.

When asked how to stay relevant in one of the most competitive and saturated industries, Aila Morin’s answer echoes what the brand stands for: “Our North Star is simple makeup and skincare that makes you look like you – and regardless of trends, we believe that for our client, that’s inherently timeless.”