Merit names first UK retail partner as it continues expansion

Merit has selected Sephora as its first retail partner in the UK, marking the brand's brick-and-mortar debut in the region. 

After entering the UK via its direct-to-consumer website in February 2023, the new partnership will represent the first time customers can shop the beauty brand in person across the region.

The launch will offer a touchpoint for physical product discovery for UK customers at seven of the beauty retailer's locations.

Aila Morin, Chief Marketing Officer at Merit, said: "Our customer is busy and connected, but also intentional about the products she chooses. She’s looking for ways to make her life more effortless, without sacrificing luxury quality.

"Over the past two years, we've found that there’s a deep alignment between the modern British approach to beauty and Merit's ethos. We have always admired Sephora’s focus on community building, and can’t wait to build upon its entry in the British market by bringing our approach to responsible luxury to even more British shoppers."

Founded in 2021, Merit was launched as an alternative to the overwrought routines touted by the beauty industry. Designed by makeup consumers, not artists, the brand is known for its range of "skin-loving" skincare and makeup, as well as its newly launched fragrance, Retrospect.

This strategy, which creates intuitive products designed to meet the realities of our daily lives, has driven rapid growth, achieving over $100 million in revenue in 2024.

Having already launched in North America with an exclusive Sephora partnership, stocked in all North American doors, the brand has also experienced significant year-over-year growth at the retailer, with bestselling products ranking at the top of its category offerings.

Philippe Pinatel, Chief Executive Officer at Merit, said: "Since the inception of the brand, our Sephora relationship has been invaluable. The opportunity to be a part of the retailer's best-in-class offerings has provided us with the platform to reach new customers and grow at a rapid pace.

"It feels only natural to grow with Sephora as we grow as a brand, which is why we look forward to expanding upon our partnership in the UK, our second biggest market."

The partnership follows a "landmark" year for Sephora UK as it opened its first stores outside of London, welcoming thousands of beauty enthusiasts across the region.

Sarah Boyd, Managing Director at Sephora UK, said: "We are delighted to be launching Merit into Sephora UK exclusively, further emphasising our commitment to bringing exciting, trailblazing brands to our customers.

"The modern sensibility of Merit with its 'less is more' curation of products will be attractive to our customers who are looking for a streamlined beauty routine while still feeling confident and beautiful. This approach should perform well with our clients and we can’t wait to bring Merit along with us as we continue our UK expansion."

Merit will be available at Sephora UK both in-store and online from 11 March 2025.