The US beauty brand is stepping up its international expansion. On February 10, Merit will take another step in its growth strategy in overseas markets with its launch in Spain and Italy. The brand, known for its minimalist approach, will be available exclusively via its online platform, consolidating its global growth after five years of expansion across North America, Australia, the UK, and other European markets.
“We are incredibly optimistic about our arrival in Spain, a market with a rich beauty culture that celebrates colour and expression with elegance. As a brand built around everyday routines, we share many values such as simplicity, authenticity and the expression of personal style, so bringing our products to this community feels completely natural,” said the brand’s marketing director, Aila Morin.
The move into Spain and Italy forms part of Merit’s strategy to grow and consolidate in strategic markets, strengthening its appeal among female consumers seeking simplified beauty routines, skin-friendly products and an accessible level of luxury. Since its inception, the brand has built a portfolio that currently includes 19 award-winning make-up and skincare formulas, which was joined in 2024 by its first fragrance.
Founded in 2021, the US beauty brand now has teams in New York, Los Angeles, Toronto, London, and Paris. Through an approach that combines efficacy and ethical awareness, Merit is committed to maintaining vegan, cruelty-free product standards, certified under the Clean at Sephora standard.
