Prime Highlights:
- Merit is entering Spain and Italy as part of its international growth strategy, bringing its minimalist makeup and skincare directly to online shoppers.
- The brand focuses on simple, high-quality, and ethical beauty products, appealing to women who value effortless and conscious beauty routines.
Key Facts:
- Merit offers vegan and cruelty-free products certified by Clean at Sephora, highlighting its commitment to ethical and eco-friendly practices.
- The brand has a portfolio of 19 award-winning makeup and skincare products, plus its first fragrance launched in 2024.
Background:
US beauty brand Merit will launch in Spain and Italy on February 10, 2026. The brand, known for its minimalist makeup and skincare, will sell products online only. This follows five years of growth in North America, Australia, the UK, and Europe.
Merit has built a reputation for offering simplified beauty routines and skin-friendly products that combine efficacy with ethical practices. Its portfolio currently features 19 award-winning formulas across makeup and skincare, alongside its first fragrance, which debuted in 2024.
“We are incredibly optimistic about our arrival in Spain, a market with a rich beauty culture that celebrates colour and self-expression with elegance. As a brand built around everyday routines, we share values such as simplicity, authenticity, and personal style, making this expansion a natural step,” said Aila Morin, Merit’s marketing director.
Merit’s launch in Spain and Italy is part of its plan to grow in important international markets and connect with women who value simple, high-quality beauty products. The brand sells vegan, cruelty-free products certified by Clean at Sephora, showing it cares about ethics and the environment.
Since it was founded in 2021, Merit has grown globally with teams in New York, Los Angeles, Toronto, London, and Paris. Expanding into Southern Europe is a key step for Merit to grow as an international beauty brand while keeping its focus on quality and simplicity.
The online launch in Spain and Italy lets Merit reach local customers with a handpicked range of minimalist, easy-to-use, and sustainable products.
This expansion helps Merit grow globally and offer products for those who value simplicity, elegance, and conscious beauty choices.
