7 months ago
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Since it launched three years ago, Merit, the minimalist makeup brand founded by Katherine Power — also the founder of skin-care brand Versed, Avaline wine, WhoWhatWear and a partner at venture capital firm Greycroft — has focused on a more mature audience.
This focus pre-dates the brand’s celebrity or influencer strategy, said Vanessa Krooss, Merit’s brand director. “It goes back to the reason for being for the brand. … [It] came from this insight that, for adult shoppers who were used to a luxury feeling, [there was a lack of] products that felt elevated and that spoke to her. Katherine [Power] felt like these heritage luxury brands didn’t have the updated ‘clean’ formulas she was looking for. Everything else felt really young and focused on the Gen-Z consumer.” Powers herself is “in that older millennial, younger Gen-X window that is routinely ignored by the beauty industry other, than [when it comes to] anti-aging specific products,” Krooss said.
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