Merit was founded by Katherine Power in 2021.

Who are Merit's investors?

Merit's investors include Advancit Capital, Avenir Growth Capital, BAM Ventures, GFT Ventures, Greycroft, Lerer Hippeau, Sonoma Brands Capital, Andreessen Horowitz and 1 more.

Where is Merit headquartered?

Merit is headquartered in New York, US.

Merit

New York, US · Founded 2021 · 455 employees on LinkedIn · 9 known investors

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MERIT is a modern beauty brand that creates timeless beauty and lifestyle products designed for everyday use. The company serves consumers seeking quality essentials that simplify daily routines without requiring expert-level application skills.

Consumer Direct to Consumer

Founders & leadership

Merit was founded in 2021 by Katherine Power.

Katherine Power Founder & ChairmanKatherine Power is a founder and CEO who has built multiple consumer brands targeting millennial and Gen X audiences, with a background in creating beauty and lifestyle products. Her companies have focused on modern business models emphasizing accessibility, inclusivity, and clean ingredients.

Aila Morin Founding Chief Marketing OfficerShe joined MERIT in 2020 as vice president and moved through senior vice president before taking on the marketing lead role in 2023. Earlier, she was director of marketing and go-to-market at Mejuri, held marketing roles at MEZZI and Snug Vest, and has advised Versed and Avaline Wine.

Investors · 9

Advancit Capitallisted by Advancit CapitalBoston · $500K – $1M

How we know: the VCSheet dataset · Not right? Tell us

Avenir Growth Capitallisted by Avenir Growth CapitalNew York

How we know: Avenir Growth Capital's portfolio page · Not right? Tell us

BAM Ventureslisted by BAM VenturesLos Angeles · $100K – $1M

How we know: BAM Ventures's portfolio page · the VCSheet dataset · Not right? Tell us

GFT Ventureslisted by GFT VenturesPalo Alto

How we know: GFT Ventures's portfolio page · Not right? Tell us

Greycroftlisted by GreycroftNew York · $100K – $5M

How we know: Greycroft's portfolio page · the VCSheet dataset · Not right? Tell us

Lerer Hippeaulisted by Lerer HippeauNew York · $500K – $2M

How we know: lererhippeau.com · Not right? Tell us

Sonoma Brands Capitallisted by Sonoma Brands CapitalSonoma · $5M – $30M

How we know: Sonoma Brands Capital's portfolio page · Not right? Tell us

Andreessen HorowitzreportedMenlo Park · $500K – $50M

How we know: funding news · press coverage · Not right? Tell us

Blockchain CapitalreportedSan Francisco · $25K – $200K

How we know: funding news · press coverage · Not right? Tell us

Founder mafia

2 people who came through Merit went on to found or lead other companies.

Katherine PowerFounderFounded Clique Brands +1 Dana SettleBoard ObserverFounded Greycroft

Related companies · 7

Ulta Salon Cosmetics FragranceUlta Beauty is an international specialty beauty retailer offering cosmetics, fragrance, skin care, wellness, hair care products, and salon services from over 600 brands across more than 1,500 locations primarily in the U.S., with additional operations in the U.K., Ireland, Mexico, and the Middle East.

ShopmyShopMy operates a creator commerce platform linking premium brands, curators and shoppers via storefronts and affiliate tools.

AllureAllure is a beauty journalism publication that provides product reviews, trend reporting, and expert guidance on makeup, hair, skincare, and wellness. The publication serves beauty consumers and industry professionals through its website, social channels, and subscription service.

WhoWho What Wear is a digital media outlet covering fashion and beauty trends, celebrity style, and shopping recommendations for a global audience of approximately 24 million monthly readers. The publication operates under Future PLC, a specialist media platform with over 220 brands spanning fashion, beauty, technology, and entertainment.

Poshmark, Inc.Poshmark is a fashion resale marketplace that enables individuals to buy and sell secondhand clothing and accessories through a mobile-first platform. The company operates a community-driven commerce model focused on sustainable fashion across the U.S. and Canada.

InstacartInstacart operates a marketplace connecting grocery retailers with customers who order food and household items for same-day delivery or in-store pickup, serving millions of households across North America through partnerships with over 350 retailers.

ILIA BeautyClean makeup pioneer acquired by Famille C, the holding company of the Courtin-Clarins family that also owns the Clarins brand.

Companies working in the same space as Merit.

Frequently asked questions

What does Merit do?: MERIT is a modern beauty brand that creates timeless beauty and lifestyle products designed for everyday use. The company serves consumers seeking quality essentials that simplify daily routines without requiring expert-level application skills.
Who founded Merit?: Merit was founded by Katherine Power in 2021.
Who are Merit's investors?: Merit's investors include Advancit Capital, Avenir Growth Capital, BAM Ventures, GFT Ventures, Greycroft, Lerer Hippeau, Sonoma Brands Capital, Andreessen Horowitz and 1 more.
Where is Merit headquartered?: Merit is headquartered in New York, US.