Merit secures minority investment to support global growth
Minimalist beauty brand Merit has secured a minority investment from SEMCAP Beauty & Wellness, as the brand looks to accelerate its international expansion and continue building its position in the global beauty market.
Founded in 2021 by entrepreneur Katherine Power, Merit was created around a simplified approach to beauty, offering a curated range of multifunctional products designed for everyday routines. The brand launched with seven makeup products, including its signature Minimalist foundation and concealer stick, before expanding into skincare and fragrance.
The investment will support Merit's continued growth as it develops its global presence and expands its product offering. The brand remains profitable and will continue to be led by its existing executive team, with SEMCAP Beauty & Wellness Managing Partner Vasiliki Petrou joining Merit's board.
Merit has grown rapidly since launch, expanding beyond its US and Canadian foundations into international markets, including the UK, where it launched in 2023 as its first market outside North America. The brand later strengthened its retail presence through a distribution partnership with Sephora UK.
In an interview with TheIndustry.beauty earlier this year, founding CMO Aila Morin said the brand’s focus on simplicity had resonated with consumers looking for a more considered approach to beauty.
"Merit is makeup you can live in," Morin said, explaining that the brand’s aim was to create products that simplify routines rather than respond to fast-moving trends.
The brand has continued to expand its portfolio beyond its original makeup offering, moving into skincare and fragrance while maintaining a slower product development approach. Recent launches have included Lip Blush and Clean Volume Mascara, expanding its complexion and colour cosmetics range.
SEMCAP Beauty & Wellness Managing Partner Vasiliki Petrou said: "Merit is one of the most thoughtfully built brands in beauty, a true icon in the market."
