MERIT Beauty is maybe the most-talked about brand in Australia right now. Founded in 2021 by media veteran Katherine Power, the premise was simple: chic makeup that was functional, edited and easy to use. MERIT was (and still is) the antithesis to the beauty trend cycle; instead, the product lineup is curated and high quality, kind of like a beauty capsule wardrobe.
To mark the Australian launch, I chatted with CMO Aila Morin. She’s not historically a beauty girl (pre Merit, Morin worked at Mejuri) but her thoughtfulness, intention and perspective are admirable. Plus, her personal routine is all kinds of good (it spans Australian skincare, indie lip balm, LED light and an unreleased SPF). From morning rituals to mood boarding, you’ll find my chat with Morin below.
Tell me about MERIT. What does a typical day building and marketing a beauty brand look like from your perspective?
No day is the same, which is part of what I love about my role. I lead teams across marketing, creative, digital, and product development, ensuring that every customer touchpoint is thoughtful and authentic. Ultimately, my goal is to ensure MERIT’s product pipeline and storytelling speak to our customers’ needs and resonates with them emotionally – that’s why it’s so important that I act as a throughline all the way from ideation, to development, to execution (even though that process often takes years).
What about your personal morning routine — are you a ritual person?
I travel a lot, so having a morning routine that I can do anywhere is key. If I’m in LA, I’m up at 6 and start with coffee in a to-go cup, I’ll walk my dog with my partner. It’s our only quiet time before the day gets going, so we’re protective of it. I love incense in the morning so my space feels calm – I like to keep the time pre-office as dreamy as possible so I have space for ideas. After movement, I usually sit down and work through my inbox; I do it before I shower because that’s where I do most of my problem-solving and creative thinking.
My focus before I get to the office is always on creating space and being present; by outlining my plans for the day, making sure I know what my goals are and planning both personal and professional, it makes a huge difference in feeling like I accomplished what I needed to by the time I wrap up.
What about winding down?
Ending the day is equally as important to me – I usually bookend with a hike or Pilates class, so there’s a clear ending to work. It also forces me to be present and breathe, this really helps with sleep.
What’s your best productivity tip?
Making a list of priorities for the day and ensuring those goals ladder up to what actually moves you forward. Also not getting on social media first thing in the morning. You lose so much time. I find myself much less focused when I scroll.
MERIT is a brand that feels quite aligned to the way we think about and shop for fashion. You’ve even partnered with brands like Tove and Proenza. Why this approach?
When we were ideating the brand in 2020, it was clear that there was a significant gap between fashion’s version of beauty and the beauty industry’s interpretation. Beauty Instagram was so saturated, hyper-edited, macro shots… but whenever I went to fashion week everyone had understated looks, both on and off the runway.
In many ways, MERIT is actually built like a fashion brand with very clear brand codes and standards, whether it’s our use of colour, wood, ’90s imagery references, packaging. Every detail is considered. Our Signature Bag is an extension of that; I always found I ruined makeup bags because you couldn’t wash them, the zipper would always break. This is where our Signature Bag design came from. I knew we had it right when I used it as a clutch for dinner and someone asked me where I bought it.
I often think our products are similar to how I use fashion — I create a uniform of basics that I love, that are high quality and comfortable. I use them every single day, and while on occasion I’ll try something different for an event, I’m very certain in what I like and the utility it serves. MERIT is an extension of this same intentionality.
Every MERIT product I’ve tried is beautiful to use, but also really intuitive. What guides your formulation philosophy?
We make everyday essentials; products that are impossible to mess up and designed for every age, skin type and skill level. We want customers to build their everyday routine using MERIT formulas. We work really hard to think about the realities of how people actually use makeup in their daily lives. Everything is sheer, buildable. We keep sensitive and maturing skin in mind, as well. Our formulas are gentle, and there’s no pore-clogging ingredients.
We put a lot of focus on curated sets, too. I think it sets us apart. It just simplifies getting ready.
Tell me about curating products — how do you decide as a team what to make, and what to leave out?
Intentionality is key. In the beauty industry right now, a lot of brands pump out newness to keep up with the ever-changing trend cycle. Coming from a non-beauty background, this never made sense to me. We make classic beauty products, slowly. We take years to develop them, to refine the formula and the packaging, and if it doesn’t speed up our routine or fix a specific problem, we just don’t make it. Ultimately, our hope is that any product we introduce becomes a staple in your routine for years to come.
Why the move into skincare, namely the serum and new moisturiser?
It can feel like you have to choose between skin health and aesthetics, but we’re dedicated to providing products without that trade off. As someone who has struggled with adult acne and perioral dermatitis, I’m incredibly careful about what I put onto my skin and know how challenging it can be to find makeup that isn’t irritating or pore clogging for sensitive skin (and how frustrating, given I was often applying it to hide the very things it was triggering).
From the start, all of our makeup products had a skincare element to them – in addition to excluding anything potentially acne-triggering, we also included skincare ingredients like Peptides and Squalane to nourish the skin. So, while it may have been an unusual move for a two year old cosmetics brand, it felt intuitive for us to go into skincare early in our journey.
When we launched Great Skin Serum in September 2022, the immediate response was incredible. We’ve sold a bottle every two minutes since launch, which signalled that there was an appetite for a more comprehensive skincare routine from MERIT. Great Skin Priming Moisturiser is the newest product in the Great Skin line – it provides all the hydrating benefits you look for from a daily moisturiser, while also priming and blurring the skin for more even and long-lasting makeup application.
Okay, tell me about your daily routine. What do you put on your face?
Skincare is the most important thing to me. I like to have a good, glowy base and build from there. I don’t wear a lot of makeup day to day. I start with the Sofie Pavitt Cleanser, then I use the Avene water spray to neutralise the (very) hard LA water on my skin. I follow that with the Tower28 SOS Spray to soothe my skin. I’m usually pretty good about doing a red light mask in the morning (currently testing the Dr. Dennis Gross one) for nine minutes. Then I layer Amperna Probiotic DS+ serum (an amazing Australian brand!) to soothe, followed by Great Skin Serum and moisturiser to finish off. Plus SPF but I can’t share more details about it quite yet…
I give my skincare a few minutes to sink in — I’ll sort my hair or get dressed — then I come back to makeup. I often do it in the front seat of my car before my commute actually, it’s just the best lighting. I use The Minimalist in Linen, buff it out with Brush No. 1. and add Flush Balm on lips and cheeks (currently in Bespoke, our holiday shade launching later this month). I’ll add a little Brow 1990 on the tails of my brows to lengthen them, and if I feel like putting in the effort, I curl my lashes with a Shu Uemura curler and apply Clean Lash.
I usually finish with a touch of Signature Lip in Bespoke (also in the unreleased holiday kit), and layer a balm on top. Right now, I’m switching between Summer Fridays in Sweet Mint, Experiment for something heavier, and Anfisa Skin for a more oil-based formula.
If I’m new to Merit, what 3 products should I pick up?
While we don’t have a “hero” product like most beauty brands, The Minimalist is our best-seller and a staple in my own routine. I truly haven’t missed using it one day since I got the early sample five years ago. It gives that real-skin finish without any cakey-ness. It’s easy to throw in your bag without any mess or chance of spillage (a must with how much I travel).
This is truly my holy grail product. I have very sensitive skin, and Great Skin’s non-comedogenic and non-reactive formula adds a dewy glow while still supporting my barrier; you can tell when someone’s wearing it.
3. Flush Balm
This formula is one of a kind. It melts into your skin for gorgeous colour that still looks natural. Fox is my go-to shade for a subtle warm look that’s not too pink.
Any insider predictions for the future of beauty?
My trend prediction is actually the deprioritisation of trends. I know this sounds a little idealistic with the current state of things. But when we talk to our customers, they’re so tired of the constant shifts in trending “looks” and products. Consumers are overwhelmed. They just want great products that they can keep in their routines for years to come.
Last question: who or what is inspiring you right now?
Anything offline. I think like many people, I’m feeling a bit digitally burnt out right now. Old-school marketing has been really piquing my interest and inspiring our campaign formats. I’ve been buying old magazines off of eBay to look at vintage beauty ads; anything that feels more textural than what we see in marketing today. I’ve also been back on Pinterest – I spent a ton of time there concepting and mood boarding back in 2020. I love curating visual references and an identity slowly, I think it helps you to be really clear with what you’re trying to create.
Flush Balm
Great Skin Serum
The Minimalist
