Merit
New York, US · Founded 2021 · 455 employees on LinkedIn · 7 known investors
Find your way into Merit
97 people in our graph share verified history with the Merit team — schools, employers, funds. One of them is your warm intro.
Dana Settleunlockedknows Aila Morin · together at Versed (overlapped)
×11knows the team · via Greycroft
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.
Founders & leadership
Merit was founded in 2021 by Katherine Power.
KP
Katherine PowerinFounder & 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.
AM
Aila MorininFounding 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 · 7
Advancit CapitalBoston · $500K – $1M
Avenir Growth CapitalNew York
BAM VenturesLos Angeles · $100K – $1M
GreycroftNew York · $100K – $5M
Sonoma Brands CapitalSonoma · $5M – $30M
Andreessen Horowitzreported · 2 sourcesMenlo Park · $500K – $50M
Blockchain Capitalreported · 2 sourcesSan Francisco · $25K – $200K
Founder mafia
2 people who came through Merit went on to found or lead other companies.
Competitors · 7
by search overlapUlta Salon Cosmetics Fragrance841 shared keywordsUlta 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.
Shopmy758 shared keywordsShopMy operates a creator commerce platform linking premium brands, curators and shoppers via storefronts and affiliate tools.
Allure576 shared keywordsAllure 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.
Who519 shared keywordsWho 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.353 shared keywordsPoshmark 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.
Instacart320 shared keywordsInstacart 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 Beauty307 shared keywordsClean makeup pioneer acquired by Famille C, the holding company of the Courtin-Clarins family that also owns the Clarins brand.
Companies competing with Merit for the same Google search keywords, organic and paid, via search-intersection analysis.
In the news
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, Greycroft, Sonoma Brands Capital, Andreessen Horowitz, Blockchain Capital.
- Where is Merit headquartered?
- Merit is headquartered in New York, US.