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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…
