Merit taps dermatologists and makeup artists for new expert collective
Merit has introduced a new collective of experts spanning dermatology, aesthetics and makeup artistry, designed to help consumers navigate the crowded beauty landscape.
The Panel of Merit will offer trusted insights on the beauty brand's products, share expert application techniques, and contribute informed perspectives on current beauty trends.
The Panel of Merit includes:
- Dr. Nkem Ugonabo, Board-certified dermatologist.
- Wayne Goss, Makeup artist.
- Chiho Omae, Global creative makeup artist.
- Biba de Sousa, Esthetician.
- Sophie Carbonari, Esthetician.
Through this initiative, the brand reinforces its position at the intersection of simplicity and expertise, complementing its minimalist product line-up designed for easy use.
"With so many new products and information to navigate in beauty today, finding your everyday essentials can feel overwhelming. As a brand rooted in simplifying your daily routine, we wanted to change that," Merit told TheIndustry.beauty.
Since its launch in 2021, amid the pandemic, Merit has built its reputation on a carefully curated range, beginning with seven products, including its signature 'Minimalist' foundation and concealer stick, which remain central to the brand.
Unlike many beauty brands targeting Gen Z or celebrity-led launches, Merit has focused on products designed to fit into everyday routines. Over time, the range has expanded to include skincare essentials and fragrance, with recent makeup launches such as the Lip Blush range, released to mark the brand’s fifth anniversary.
In 2023, Merit expanded into the UK, its first market outside North America, and subsequently signed a distribution deal with Sephora UK. Sales have performed strongly, and the brand continues to explore new global markets.
