Case study
Merit
How do you make clean beauty feel worthy of the women who wear it?
The problem
Clean beauty asked women to compromise: clean or beautiful, ethical or effective. Most brands picked one, and looked like it.
The insight
Merit’s customer holds herself to high standards and expects the same from her makeup. Smart, beautiful and hard-working, all at once.
The idea
Minimalist beauty, never minimal effort. Modern yet timeless, with a custom Laslo Wide wordmark and ‘M’ emblem, a quiet grey-blue palette, and ownable shapes in gold and translucent materials, a nod to modern jewellery.
Impact
Launched in January 2021 and beat its year-one direct-to-consumer sales goal in the first two weeks. Now in every Sephora North America store, with well over $100 million in omnichannel retail sales in 2023.
My role
Senior Brand Designer, Aruliden.
