Clean beauty brand Merit Beauty was launched this year by Katherine Power, her second beauty company. Katherine is also the co-founder and CEO of American fashion e-commerce site Who What Wear, and last year brought the vegan skincare brand Versed, sold in drugstores, to market.
In January 2021, beauty brand Merit Beauty made its debut through its official website, which will offer seven products that Katherine considers essential for a five-minute makeup routine. Katherine defines minimalist aesthetics as a holistic approach that includes reducing ingredient lists and product categories.
