Fragrance house

Merit

Founded by Katherine Power in 2021, Merit launched in January 2021 with seven makeup products organized around a five-minute morning routine. The brand originated in Power’s search for simpler, cleaner makeup that could offer a luxury experience for busy consumers seeking a natural look, and its identity emphasizes a considered collection, ease, and a timeless perspective. By February 2026, Merit had expanded beyond makeup into skincare and fragrance, spanning three categories. Its first fragrance, Retrospect L’Extrait de Parfum, was released in October 2024 after development with French perfumer Fanny Bal. On July 23, 2026, SEMCAP Beauty & Wellness announced a minority investment in Merit led by Vasiliki Petrou, who joined the brand’s board.