Merit Receives Minority Investment from SEMCAP Beauty & Wellness

The company will use the investment to expand its operations and support product development.

Vasiliki Petrou has more than 30 years of experience in the beauty industry. She founded Unilever Prestige in 2014 and helped grow well-known brands such as Dermalogica, Paula's Choice, Hourglass, Tatcha, and K18.

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She will join MERIT's board and work with the leadership team to support the brand's continued growth and global expansion. MERIT remains a highly profitable company.

"MERIT is one of the most thoughtfully built brands in beauty, a true icon in the market. I love the timeless brand aesthetic, the simplified and edited approach to beauty, and the focus on the millennial and Gen X consumer, which is a significant white space in our industry. I am thrilled to support the continued global scaling of the brand," said Petrou.

"We are honored to have Vasiliki Petrou join the MERIT Board of Directors. MERIT has seen significant growth over the past few years, and Vasiliki's industry-defining experience will be an invaluable asset as we continue to invest in the long-term future of the business. Her perspective on brand equity, financial performance, and operations perfectly aligns with our dedication to intentionality and excellence," said Philippe Pinatel, CEO of MERIT.

About Merit

Founded in 2021, MERIT is a modern beauty brand that creates simple, high-quality makeup and lifestyle products for everyday use. The company focuses on timeless beauty instead of short lived trends, offering easy to use products that become part of customers' daily routines.

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