Aila Morin, Chief Marketing Officer of the minimalist makeup and skin brand MERIT, shares the secrets behind the line’s success.
In an age where it seems like a new beauty brand is launching every week, what’s more alluring than a line of products built with the intention of making your routine less – not more – complicated? This is the ethos behind MERIT Beauty, the US-based minimalist makeup and skin brand created by serial entrepreneur and media figure Katherine Power.
Since its launch in 2021, MERIT has redefined the beauty space with its less-is-more approach. And herein lies its secret: MERIT does for beauty what capsule dressing did for fashion – it offers a curation of staple pieces that act like a uniform and make it easier to get dressed each day.
“To put it simply, MERIT is makeup you can live in,” says MERIT Beauty’s Chief Marketing Officer, Aila Morin. “We were founded on the idea of simplifying what it takes to get ready.”
“I often think of our products in a similar way to how I use fashion… I may try out something new for a special event once in a while, but I have my tried and true staples, which is a unique perspective in the beauty landscape.”
In other words, MERIT plays into the anti-culture movement of quiet luxury, characterised by shopping thoughtfully and purchasing with intention. Quiet luxury is a slow movement with a focus on investing in high quality, wearable pieces that complement what you already own. For MERIT, this means a tight edit of 12 beauty products (plus brushes) that effortlessly slip into your existing routine. Take for instance, the brand’s base product: there is only one – called the Minimalist Perfecting Complexion Stick – and it streamlines your beauty cabinet by replacing both a foundation and concealer.
“Intentionality is at the heart of MERIT. We only introduce a new product when we feel it adds value to consumers, and will be a staple in their routine for years to come,” explains Morin. “Rather than following the trend cycle, we take a deliberate approach to new product development to give consumers a product that has been perfected to fill a gap in their makeup bag.”
Cult launches, including the brand’s Flush Balm (an effortless swipe of colour for your cheeks) and Day Glow (a go-anywhere highlighter with zero sparkle), have achieved exactly that. “With each new introduction, we want it to feel thoughtful and like a natural extension of our existing product line-up.”
This slow approach to beauty resonates with the brand’s core consumer: women in their 30s and 40s – known as Xillennials for straddling the line between Millennials and Gen X – who are incredibly discerning about what they buy. “We know that these women are always on the go, but they’re also intentional about the products they choose,” explains Morin. “They’re looking for utility and efficacy that still feels luxurious.”
This commitment has paid off – in 2023, the brand brought in over US$100 million in sales, and continues to see strong year-on-year growth.
The other factor playing into MERIT’s success is another page taken from the fashion rule book: a strong brand identity. This too was intentional, says Morin. “Fashion brands and design houses are often very recognisable in their brand identity, and we approached MERIT in a similar way, with clear brand codes and standards – whether it’s our use of colour, wood, or ‘90s imagery references.” This approach to storytelling and brand-building has been a throughline of the brand since inception, allowing MERIT to build a loyal following. “It’s really special to connect with people in this way and feel that sense of devotion to the brand.”
“It’s important for us to keep our blinders on, and keep doing things the MERIT way, even when there is pressure on quick wins – I want every decision we make to be something we can look back on and be proud of.”
Add To Cart: Aila Morin’s Top 3 MERIT Products
Great Skin Serum – “this is truly my holy grail product. Great Skin was our first foray into skincare, and it’s been a savior in supporting my sensitive skin. It adds such a beautiful glow while still supporting my skin barrier, even on long-haul flights.”
The Minimalist – “While we don’t have a “hero” product in the classic sense, The Minimalist is a best-seller and a staple in my routine. It gives a real-skin finish without any cakeyness – I love to throw it in my bag for touch-ups throughout the day.”
Flush Balm – “I don’t go a day without applying Flush Balm in Fox. The formula melts into your skin for a gorgeous natural flush of color, without any harsh lines.”
Danielle Gay is a Sydney-based journalist, writer and creator, with more than 10 years’ experience in digital and print publishing. Danielle was previously the Editor-in-Chief of local beauty publication Gritty Pretty and Head of Brand at Vogue Australia. You can follow her Substack, Reservations, here.
The author of this article received gifted samples of MERIT Beauty products. This article includes affiliate links, meaning we may earn a commission if you click through and make a purchase. These commissions help support our work at no additional cost to you.
