Founded in 2021, MERIT is a modern beauty brand built around a simplified, timeless aesthetic and a curated collection of products intended to streamline daily routines. The company positions itself as an antidote to trend-driven, complex beauty assortments, emphasizing uncompromising quality and products designed for regular use. MERIT targets millennial and Gen X consumers and is described in the announcement as remaining highly profitable. The brand has seen significant growth in recent years, prompting strategic investment and board-level support. With the new minority investment from SEMCAP Beauty & Wellness, MERIT plans to pursue continued global scaling and long-term investment in the business. The company will be supported by SEMCAP’s industry expertise and networks as it expands internationally.

Total raised

$20M

Funding rounds

2

Latest round

Series A

Latest activity

Sep 2021