Merit

SUMMARY

Merit Beauty is a Los Angeles-based clean beauty brand founded in 2021 by Katherine Power. Embracing a minimalist ethos, Merit offers a curated selection of vegan, cruelty-free, and EU-compliant products designed to simplify beauty routines without compromising on quality. The brand quickly gained recognition for its elegant packaging and skin-first formulations, appealing to consumers seeking effortless sophistication. With a commitment to sustainability and inclusivity, Merit has expanded its reach internationally, including a presence in the UK. In 2024, the company appointed Philippe Pinatel, former Global President of MAC Cosmetics, as CEO to lead its next phase of growth.

HISTORY

Merit Beauty was founded in January 2021 by Katherine Power, a serial entrepreneur known for creating Who What Wear, Versed, and Avaline. Power envisioned Merit as an antidote to the overwhelming world of beauty, focusing on clean, minimalist products that simplify daily routines. The brand launched direct-to-consumer on meritbeauty.com and in stores and online at Sephora in February 2021.

Merit

Merit has partnered with several fashion brands to create limited-edition products that combine beauty and style. In June 2024, Merit collaborated with London-based fashion brand Tove to launch a minimalist makeup bag, combining Merit’s sleek design with Tove’s fashion sensibility. “Our customer is a discerning individual who is selective about the brands and products they welcome into their life. At MERIT, we aim to serve our consumer in many aspects of their beauty and self-care routines,” says MERIT founder and CEO Katherine Power. “Our team is looking forward to collaborating with L Catterton and our other partners as we leverage their collective expertise scaling consumer brands to support the development of new products within and beyond clean color.”

Merit’s product line includes iconic items such as The Minimalist Perfecting Complexion Stick, Flush Balm Cheek Color, and Clean Lash Lengthening Mascara. The brand’s commitment to clean beauty has earned it recognition in the industry, with products like the Flush Balm Cheek Color gaining popularity among celebrities and beauty enthusiasts alike. In March 2025, Merit expanded its availability to the UK market, offering its products through the official website and Sephora UK. This move marked a significant step in Merit’s international growth, bringing its minimalist beauty philosophy to a broader audience.’

In February 2024, Merit appointed Philippe Pinatel as CEO, succeeding founder Katherine Power, who transitioned to the role of Chairperson. Pinatel, a veteran of the beauty industry with experience at MAC Cosmetics, Sephora, and Guerlain, brings a wealth of expertise to lead Merit’s next phase of growth. In 2023, Merit achieved significant financial success, generating over $100 million in sales. The brand’s focus on quality, minimalist beauty products resonated with consumers, leading to strong sales and a loyal customer base.

In 2021, Merit announced a $20 million Series A funding round led by the Growth Fund of L Catterton, the largest global consumer-focused private equity firm. Marcy Venture Partners and Sonoma Brands also participated in the round. The transaction underscores strong investor confidence in MERIT’s success and consumer interest in the simplification of beauty routines, and the investment will accelerate MERIT’s rapid expansion into an omni-channel, cross-category beauty brand.

VISION

Katherine Power founded Merit with the vision of creating a beauty brand that prioritizes simplicity and quality. Drawing from her experiences with previous ventures, she sought to develop products that were not only effective but also aligned with modern consumers’ values of sustainability and inclusivity. Merit’s commitment to clean beauty is evident in its product formulations, which are vegan, cruelty-free, and free from harmful ingredients. The brand’s dedication to transparency and ethical practices resonates with consumers seeking products that align with their values. Looking ahead, Merit aims to continue expanding its product offerings and international presence. The appointment of Philippe Pinatel as CEO signals the brand’s commitment to scaling operations and reaching new markets while maintaining its core values of simplicity and quality.

MISSION STATEMENT

Merit’s mission is to simplify beauty routines by offering a curated selection of products that are easy to use and effective. The brand focuses on creating essentials that meet the needs of modern consumers, eliminating the complexity often associated with beauty regimens. The beauty brand is committed to promoting inclusivity and sustainability in the beauty industry. The brand’s product formulations are designed to be suitable for a wide range of skin tones and types, and its packaging is thoughtfully designed to minimize environmental impact. Merit also aims to build a community of like-minded individuals who share the brand’s values. Through engaging content and collaborations, Merit fosters a sense of belonging and encourages consumers to embrace their natural beauty.

EXECUTIVE BOARD

• Katherine Power – Founder & Chairperson
• Philippe Pinatel – Chief Executive Officer
• Aila Morin – Chief Marketing Officer
• Geraldine Molina – Vice President of Product Development & Innovation
• Michael Giordano – Founding Chief Operating Officer
• Teresa Weldon – Senior Director of Merchandising
• Nancy Wu – Co-Founder

PRODUCTS AND SERVICES

Merit’s product line includes a range of minimalist beauty essentials designed for everyday use. Key products include The Minimalist Perfecting Complexion Stick, Flush Balm Cheek Color, and Clean Lash Lengthening Mascara. These products are formulated with skin-loving ingredients and are free from harmful chemicals. In addition to makeup, Merit offers a selection of skincare products aimed at enhancing the skin’s natural radiance. The Great Skin Instant Glow Serum and Great Skin Moisturizer are popular choices, providing hydration and a healthy glow without being heavy or greasy. Merit frequently releases limited edition sets that bundle popular products together, offering consumers a curated experience. These sets often feature seasonal themes and are available for a limited time, creating a sense of exclusivity and excitement among customers.

AWARDS AND RECOGNITION

Merit has received numerous awards for its products and brand philosophy. The Flush Balm Cheek Color, for example, has been praised for its hydrating formula and natural finish, earning it a place in the beauty routines of many. The brand’s commitment to clean, minimalist beauty has been recognized by various media outlets. Allure, for instance, has highlighted Merit in its Best of Beauty Awards, celebrating the brand’s innovative approach to beauty. Merit’s products have garnered attention from celebrities and influencers, further elevating the brand’s profile. Reese Witherspoon, for example, showcased a “radiant soft glam” look at the premiere of The Morning Show using an all-Merit Beauty makeup routine