🇺🇸 How MERIT Beauty Is Quietly Winning the Luxury Beauty War (Aïla Morin / CMO)

Inside MERIT: A Conversation with Aila Morin, CMO and Creative Force

In this episode of Visionary Minds, we sit down with Aila Morin, Chief Marketing Officer of MERIT Beauty, the minimalist beauty brand that has taken the U.S. by storm — and is now expanding across Europe.

Together, we dive deep into brand building, creative strategy, and global expansion, exploring what it takes for a digital-native beauty brand to resonate in heritage-dominated markets like France.

From packaging and storytelling to international localization, Aila offers a rare, behind-the-scenes look at one of beauty’s most admired “quiet luxury” players.

The Evolution of MERIT: From DTC Darling to Global Contender

The Rise of a Minimalist Beauty Icon

Founded with a clear vision of intentional, elevated minimalism, MERIT has become a go-to for consumers seeking clean, thoughtful, and elegant essentials. In less than five years, the brand has built a reputation not just for product quality, but for creative consistency and cultural relevance.

Distribution Strategy: From Digital Roots to Global Reach

We explore how MERIT balances its direct-to-consumer DNA with strategic partnerships, including its long-standing relationship with Sephora.

Aila shares how the brand approaches channel mix in North America vs. Europe, and what it takes to bring MERIT’s premium-yet-accessible identity to international shelves.

Beauty Branding in the Age of Heritage Giants

The Culture-First Advantage

As U.S. brands like MERIT, Rhode, and Summer Fridays gain traction across Europe, legacy French beauty houses are feeling the pressure to evolve.

We discuss how MERIT leverages cultural fluency, aesthetic discipline, and a strong narrative to compete not just on product — but on perception and emotion.

Luxury, Reimagined

What does modern luxury look like to a brand like MERIT?

With its controlled pricing, rich content, and clean design system, MERIT positions itself as a "quiet luxury" brand that resonates across age groups — especially with a 30+ audience seeking authenticity and elegance over excess.

Key Topics You’ll Hear in This Episode

• The creative process behind MERIT’s visual and verbal identity
• How to adapt brand messaging for different cultural markets
• Balancing digital-first strategy with physical retail
• Competing with Chanel, Dior, and Hermès as an agile indie brand
• The future of beauty: category expansion, sustainability, and storytelling

Why This Matters for Beauty and Luxury Communication Professionals

If you work in beauty marketing, luxury branding, or DTC strategy, this episode is a goldmine.

Aila’s insights go beyond buzzwords — it’s a masterclass in modern brand building for a generation that expects both meaning and aesthetics.

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