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Inside MERIT Beauty's Discipline: The Brand Making Minimalism a Strategy
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.
June 15, 2026
June 15, 2026
10
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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