Merit Beauty has named former MAC Cosmetics executive Philippe Pinatel CEO.
Pinatel will succeed Merit's founder Katherine Power, who will remain with the make-up brand as Chairperson.
Merit was formed in 2021 and has generated sales of more than US$100m in 2023.
It caters to the demand for pared-back beauty routines for the 'millennial and up' market.
According to Merit, 80% of the brand’s products have been bestsellers in Sephora's 'clean' range.
Its new Solo Shadow eyeshadow garnered more than $1m in sales during the first two weeks of launch.
Pinatel has 25 years’ experience in the beauty industry.
He most recently served as Global President at MAC Cosmetics from 2020 to 2024.
Merit Beauty generated high sales in 2023
Other leadership positions include President and COO of Birchbox, Director at Guerlain, and SVP and GM of Sephora Canada.
“Katherine has built an extraordinary brand that has quickly cemented itself as a leader in the modern beauty landscape,” said Pinatel.
“In large part due to its remarkably engaged and differentiated consumer base.
“I am excited to contribute to its ongoing success and continue to innovate, create and elevate the beauty experience for our customers.”
Merit is not the only beauty brand to undergo a C-suite shake-up recently.
Austrian skin care brand Susanne Kaufmann has appointed Estée Lauder veteran Kerry Evans its new CEO.
Neela Montgomery has been named CEO of Orveon, responsible for growing its make-up brands Laura Mercier and Bare Minerals.
French skin care brand Biologique Recherche has also secured beauty industry veteran Jean-Guillaume Trottier as Group CEO.