There is a lot of pressure for brands to keep up with the fast-paced environment by constantly introducing newness, Merit CMO Aila Morin states. Do we see the needle turning?
When other values than sustainability, be it honesty, authencitity, or metabolic beauty, rise to the top in the beauty consumer’s mindset, hyped LA-based label Merit also aims to do things differently.
Aila Morin, why do you feel that your tagline, ‘Beauty with intention,’ is so relevant in 2026?
– Honestly, when we began concepting the brand in 2020, I don’t think I would’ve been confident it would be relevant today, she says. I do think the reason for founding the brand is still so relevant—that 80% of women feel they don’t know how to do their makeup; that most are looking for intuitive, easy-to-use products that save time; that they are not driven by trends so much as they are wishing to look like themselves. In this way, the sentiment for our Xillennial consumer has remained largely the same, and our mission of beauty with intention remains resonant and clear to our client.
– As a brand, there is a lot of pressure to keep up with the fast-paced environment by constantly introducing newness. For us, that would be an abandonment of our original brand promise, and we aren’t willing to lose sight of that focus. We believe in buying less things that are inherently better, with the goal of using them for longer. We hope all of our products become intentional products that simplify their life, not complicate it further.
You just entered the Scandinavian market. When conducting studies over the landscape here before that, what did you notice in terms of consumer behaviour, retail, and competition?
– Every time we enter a new market, we treat it as though we’re launching the brand again—we spend a great deal of time learning and listening to consumers and experts about what’s resonating and where there is white space. Scandinavia, stylistically, has always been a sounding board for our aesthetic decisions as a brand. Behaviorally, it has also been a very natural fit due to the focus on a natural, practical approach. Since the beginning, there has been strong interest across social, and particular interest in Flush Balm, from the Scandinavian market.
According to consumer studies, we also increasingly look for science-proven claims rather than fluffy marketing and ‘clean beauty.’ Do you agree?
– The nuances to regulation and ‘clean beauty’ are ones that aren’t lost on us—we’re ‘Clean at Sephora’, which is a rigorously managed definition, but the rest of ‘clean’ is very much up to the brand. We like to say that we give you all the information in transparency and you can make your own best decisions. We also work with aesthetician Biba de Sousa, based in Los Angeles, to remove another 500 ingredients from our products that can be potentially acne-triggering. For us, the dialogue on clean versus scientific is one and the same—it’s giving consumers information to make empowered decisions that work for them.
It’s also easy to consider Scandinavia as one market, while we—and you as well, I assume—see quite clear national differences. What are they?
– We definitely don’t see it as one market – as a Canadian who lives in the US, I can confirm when countries are mixed together, you miss the nuance. I would say that it is always clearer to those who are local, as my experience has been!
– We see differences in terms of Swedish culture leaning towards practicality and intentionality, especially considerate of waste, and Denmark tends to be more design-forward or bold, favouring a more experimental approach when it comes to beauty.
And you’ve just presented a few product launches.
– Yes, we just introduced Signature Lip Blush, which is actually a reintroduction. We launched it as a limited edition in 2024, and there was huge consumer demand, so we decided to make it permanent. It’s a lightweight, sheer matte that feels like a balm, with a soft, blurred finish – unlike traditional mattes, it has a lived-in, comfortable feel for all-day wear.
– Beyond that, we have three big launches in 2026 that support our tri-axe category business model—so new innovation across makeup, skin and fragrance.
Except for that, what else do you look at now?
– For me, the greatest insight determining our strategy in 2026 is connection—offline, specifically. Community is the backbone of Merit, but also where I’m finding the most meaning; putting down my phone, connecting in person again. Marketing too is moving in this direction, towards analogue moments, like billboards, mail, and events, because we’re tired of being so constantly connected and marketed to. As we plan our storytelling and content strategy, it’s top of mind for us—and I think it should be for any consumer brand right now.