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How Merit Won Over the Grown-Up Glossier Girl

Instead of getting caught up in Gen-Z mania, Merit has become profitable and expects to hit $100 million in revenue this year by targeting Millennials with classic luxury branding and no-makeup makeup.

Merit Beauty products in the brand's signature bag. (Merit Beauty)

By

Liz Flora

13 June 2024

BoF PROFESSIONAL

Three years ago, the beauty world had seemingly lost interest in Millennials and set its eye on a shiny new set of spenders: Gen-Z. But serial entrepreneur Katherine Power, who founded fashion editorial website Who What Wear, skincare line Versed and organic wine brand Avaline, felt the world needed at least one more Millennial brand – minus the pink.

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Further Reading

Philippe Pinatel Joins Merit Beauty as CEO

The industry veteran will succeed Merit’s founder Katherine Power.

About the author

Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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