Merit Beauty, the fast-growing makeup brand, has officially launched in Sephora UK, marking a significant milestone in its expansion. The three-year-old label, which recently surpassed $100 million in annual profitable revenue, aims to tap into the UK’s vibrant beauty market, already gaining traction through its direct-to-consumer platform.
The announcement, made Thursday, comes two years after the brand first entered the UK market via its own website. Philippe Pinatel, CEO of Merit Beauty, explained that the decision to enter Sephora UK was driven by customer demand. “Frankly, [customers] were asking us to have a physical presence,” he told The Business of Beauty in an exclusive interview. Pinatel highlighted the UK’s continued beauty sector growth, even amid economic uncertainty, and the success of Merit’s direct-to-consumer sales in the region.
Pinatel noted that the brand’s minimalist approach to makeup, coupled with its chic, ergonomic packaging, has “resonated very well” with UK consumers. The brand’s best-sellers, including the Flush and Bronze Balms, have been particularly popular. The launch at Sephora aims to connect with the UK’s beauty enthusiasts, many of whom frequent the LVMH-owned retailer. Timing is also key, with the launch coinciding with Mother’s Day promotions, including window displays and animations.
Sephora UK has welcomed the partnership, with UK managing director Sarah Boyd expressing enthusiasm for the collaboration. “We’re thrilled to partner with Merit, especially as our rapid growth in the market continues,” she said. Sephora UK currently operates seven stores, with plans to expand to 20 locations by 2027, providing an ideal platform for Merit’s minimalist makeup philosophy.
Merit was founded by entrepreneur Katherine Power, who previously launched the popular fashion site WhoWhatWear and skincare brand Versed. The brand initially launched through a direct-to-consumer website and later partnered with Sephora in North America, its exclusive retail partner. Pinatel, who succeeded Power as CEO in February 2024 after joining from MAC Cosmetics, explained that selecting Sephora UK was a strategic choice driven by the retailer’s growth and its ability to introduce Merit’s products to a broader audience.
In addition to its UK expansion, Merit continues to experience strong growth in other regions, surpassing its $100 million revenue target for 2024. The brand has also recently expanded its direct-to-consumer operations to Australia. However, Pinatel emphasized that North America and the UK remain key focus areas for the brand’s ongoing expansion. “What’s important for us is that we’ve launched with an international retailer for the first time with Sephora in the UK,” he said. “We are not rushing.”
This marks another significant step in Merit’s rapid ascent within the beauty industry, as it continues to build on its success and broaden its reach in key international markets.
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