Brand Deep Dive

Inside MERIT's Discipline: The Brand Making Minimalism a Strategy

Five years in, MERIT has crossed $100M in revenue by doing almost everything the beauty industry tells you not to: fewer launches, older customers, no brand trips, no celebrity faces. Here’s why restraint is their sharpest competitive weapon.

Written by

Team Breef

June 15, 2026

min read

Five years in, MERIT Beauty has crossed $100M in revenue by doing almost everything the beauty industry tells you not to: fewer launches, older customers, no brand trips, no celebrity faces. Here’s why restraint is their sharpest competitive weapon.

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