As founding senior vice president at Merit, Aila Morin leads the end-to-end experience of the brand — this includes product development, creative and campaigns, marketing, and digital customer experience.. I knew there was something compelling there.”
With buyers’ financial uncertainty at an all-time high, Merit’s continued growth and meteoric rise, rooted in easy-to-use products and approachable, ‘impossible to mess up’ formulas, has allowed the brand to stand out in a crowded market — on its own merit. Merit is in almost 400 Sephora locations, in the “clean” section. With quite wide distribution at this point, the business remains 50% direct consumer, 50% retail.
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