Minimalist beauty brand Merit is set to make its UK retail debut, launching in Sephora stores on 11 March.
After two years of rapid growth as a direct to consumer (D2C) brand in the UK, this move will allow customers to experience the brand's best-selling products in person for the first time.
Since launching in the UK in February 2022, Merit has built a devoted following, doubling its first-year revenue projections and achieving more than US$100m in revenue in 2024.
The brand says its success has been driven by its intuitive, streamlined approach to beauty by offering easy to use products designed for real-life routines.
Aila Morin, Chief Marketing Officer of Merit, described the launch as a natural next step for the brand.
“The strong response from British consumers over the last two years demonstrates the universal appeal of a beauty brand that meets the realities of daily life,” she said.
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