Apr 29, 2026 · 38 min · 18 segments
MERIT Beauty grew from launch to over $200 million in sales in just five years, without a hero product, heavy discounting, or chasing marketing trends. In this episode, the CMO shares how they built a…
Aila MorinGuestLana ElieHostNatalie HollowayHost
Every skincare brand sells you, like, this is a miracle in a jar that ages you backwards 10 years.
What was so clear to me from the beginning is the promise that beauty brands make is not what happens with the product.
When you tell people that this will change everything and it doesn't, then they don't trust you.
The single biggest mistake I think that marketers make, people think there's a playbook, which I think is one of the most dangerous things you can do.
And I think so much, especially for young women, is like, don't assume that anybody knows more than you.
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Every skincare brand sells you, like, this is a miracle in a jar that ages you backwards 10 years.
What was so clear to me from the beginning is the promise that beauty brands make is not what happens with the product.
When you tell people that this will change everything and it doesn't, then they don't trust you.
The single biggest mistake I think that marketers make, people think there's a playbook, which I think is one of the most dangerous things you can do.
And I think so much, especially for young women, is like, don't assume that anybody knows more than you.