Toronto-Born Brand Builder Aila Morin Reflects on Merit's Five-Year Journey
Canadian brand-building expert Aila Morin has been instrumental in shaping the success of minimalist beauty brand Merit as it celebrates five years in business. The Toronto-born executive, who previously contributed to the success of jewelry brand Mejuri and is a University of British Columbia alumna, brings her considerable expertise to Merit's leadership team as Chief Marketing Officer.
The Philosophy Behind Merit's Success
Merit was founded on the principle of intentional beauty, targeting consumers who seek efficient, high-quality products that simplify their routines. According to Morin, the brand addresses a specific life stage many consumers experience.
"All consumers go through the same life stage Merit was designed for; when you hit your 30s, you have less time for yourself, more complex responsibilities, and more of a need for beauty to be both ritual and function," Morin explains. "Women in particular don't replenish their 'me' time until their 60s; so for 30 years of our lives, we're looking for smart solutions that support us instead of demanding we learn a new skill."
The company's product line, which includes both makeup and skincare selections, has steadily attracted Millennial and Gen-X customers. Morin notes that Merit is now "very rapidly" expanding its reach to include Gen-Z beauty enthusiasts as they transition into their 30s.
Five Years of Intentional Growth
When asked about Merit's evolution over the past half-decade, Morin emphasizes that intentionality has remained at the brand's core throughout its journey.
"Intentionality has always been at the heart of Merit, and when I reflect on the last five years, I'm proud to say that we have never lost sight of that," she states. "When we launched in 2021, we knew that consumers felt overwhelmed by the beauty landscape, and were simply looking for easier ways to get ready. Since launch, that has become even more resonant, which has enabled us to grow while remaining committed to our disciplined growth strategy."
Morin acknowledges the challenges of maintaining focus in a rapidly changing market environment but credits Merit's consistent guiding principles for its sustained success.
"In an ever-changing macroeconomic and trend cycle environment, it's easy to lose sight of why you started — but for us, every decision we make is guided by a consistent North Star," she reveals. "The success of the past five years has proven the universality of that promise."
Rejecting Beauty Industry Trends
One of Merit's distinguishing characteristics is its deliberate avoidance of chasing fleeting beauty trends. Morin explains the brand's philosophy regarding product development and marketing.
"There is a fixation in beauty marketing on 'newness' — when to us, a proven product with clinicals, testimonials and proven sales is much more compelling," she observes. "We started Merit not to make more products, but to make better ones; and eschew the cycles of trend that dominate many brand's marketing road maps."
This approach is exemplified by Merit's signature product, The Minimalist, which has been part of the brand's offerings since its 2021 launch. According to company data, one unit of The Minimalist sells every ten seconds, demonstrating the product's enduring popularity.
"The Minimalist has been in our routines since 2021, with one selling every 10 seconds for the past five years," Morin shares. "It encapsulates so much of our brand philosophy — it's multi-use, intuitive, with buildable coverage that makes your skin actually look like skin."
As Merit celebrates its five-year milestone, the brand continues to focus on creating products that prioritize quality and functionality over temporary trends, guided by Morin's strategic vision and deep understanding of consumer needs in the contemporary beauty landscape.
