Merit
Summary active Updated Jul 26, 2026This profile is AI-generated. If you spot an error, please help us fix it by sharing a URL to the correct information.
About
Merit is a Los Angeles-based color cosmetics brand founded in 2021, known for a minimalist, considered approach to beauty products aimed at delivering high-quality essentials without trend chasing 12. In July 2026, SEMCAP Beauty & Wellness — the beauty-focused investment firm led by former Unilever Prestige founder Vasiliki Petrou — took a minority stake in the brand to support its ongoing global expansion 13. As part of the deal, Petrou joined Merit’s board 13. Merit was recognized as a BeautyMatter 2024 FUTURE50 brand and had previously raised $20M in Series A funding in 2021 1.
Funding History
| Date | Round | Amount | Lead | Co-investors |
|---|---|---|---|---|
| 2026-07-23 | Minority investment | Undisclosed | SEMCAP Beauty & Wellness | — 123 |
What Investors Say
“Merit is one of the most thoughtfully built brands in beauty, a true icon in the market.” — Vasiliki Petrou, Managing Partner, SEMCAP Beauty & Wellness 1
What Founders Say
No independently sourced founder quotes found.
Sources
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BeautyMatter, “SEMCAP Beauty & Wellness Takes Minority Stake in Merit,” July 23, 2026, accessed July 2026. https://beautymatter.com/articles/semcap-beauty-wellness-takes-minority-stake-in-merit↩↩↩↩↩↩
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PR Newswire, “SEMCAP Beauty & Wellness Announces Minority Investment in Leading Beauty Brand MERIT,” July 23, 2026, accessed July 2026. https://www.prnewswire.com/news-releases/semcap-beauty–wellness-announces-minority-investment-in-leading-beauty-brand-merit-302833371.html↩↩
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Happi, “Semcap Beauty & Wellness Makes Minority Investment in Merit,” July 2026, accessed July 2026. https://www.happi.com/breaking-news/semcap-beauty-wellness-makes-minority-investment-in-merit/↩↩↩