What is MERIT?
Founded in 2021 and headquartered in West Hollywood, California, MERIT operates at the intersection of minimalist aesthetics and clean, sustainable beauty. The company distinguishes itself by rejecting the industry trend of product saturation, instead offering a curated, essentialist collection that appeals to the modern, conscious consumer. By focusing on high-quality, multi-functional makeup, MERIT has carved out a distinct market position that emphasizes simplicity and efficacy. This strategic focus on a lean product architecture has allowed the brand to maintain high consumer loyalty and strong digital engagement, effectively redefining the standards for luxury beauty in an increasingly crowded marketplace.
How much funding has MERIT raised?
MERIT has raised a total of $20M across 1 funding round:
Series A
$20M
Series A (2021): $20M with participation from Sonoma Brands, Marcy Venture Partners, and Growth Fund of L Catterton
Key Investors in MERIT
Sonoma Brands
Sonoma Brands Capital is a private equity firm that focuses on the growth sectors of the consumer economy, partnering with innovative founders to build enduring brands.
Marcy Venture Partners
Marcy Venture Partners is a venture capital and private equity firm that offers investment management, financial services, and asset management.
Growth Fund of L Catterton
L Catterton is a leading consumer-focused investment firm, leveraging deep category expertise to support the growth of high-potential brands.
What's next for MERIT?
With this major enterprise-level funding, MERIT is well-positioned to accelerate its market expansion and deepen its retail footprint. The company is expected to leverage this investment to enhance its supply chain sustainability, broaden its digital marketing reach, and potentially introduce new product categories that align with its minimalist ethos. As the brand transitions from a high-growth startup to a more established market player, the focus will likely shift toward optimizing operational efficiencies and scaling its direct-to-consumer model. Investors are closely watching how MERIT will utilize this capital to maintain its competitive edge while navigating the complexities of the global beauty industry, ensuring that its growth remains both profitable and brand-aligned.
See full MERIT company page
