In this episode of Visionary Minds, we sit down with Aila Morin, Chief Marketing Officer of MERIT Beauty, the minimalist beauty brand that has taken the U.S. by storm — and is now expanding worldwide.

Together, we dive deep into brand building, creative strategy, and international expansion, exploring what it takes for a digital-native beauty brand to resonate in heritage-dominated markets like France.

From packaging and storytelling to international localization, Aila offers a rare, behind-the-scenes look at one of beauty’s most admired “quiet luxury” players.

Founded with a clear vision of intentional, elevated minimalism, MERIT has become a go-to for consumers seeking clean, thoughtful, and elegant essentials. In less than five years, the brand has built a reputation not just for product quality, but for creative consistency and cultural relevance.

We explore how MERIT balances its direct-to-consumer DNA with strategic partnerships, including its long-standing relationship with Sephora.
Aila shares how the brand approaches channel mix in North America vs. Europe, and what it takes to bring MERIT’s premium-yet-accessible identity to international shelves.

The Culture-First Advantage

As U.S. brands like MERIT, Rhode, and Summer Fridays gain traction across Europe, legacy French beauty houses are feeling the pressure to evolve.

We discuss how MERIT leverages cultural fluency, aesthetic discipline, and a strong narrative to compete not just on product — but on perception and emotion.

Luxury, Reimagined

What does modern luxury look like to a brand like MERIT?
With its controlled pricing, rich content, and clean design system, MERIT positions itself as a “quiet luxury" brand that resonates across age groups — especially with a 30+ audience seeking authenticity and elegance over excess

• The creative process behind MERIT’s visual and verbal identity
• How to adapt brand messaging for different cultural markets

• Balancing digital-first strategy with physical retail
• Competing with Chanel, Dior, and Hermès as an agile indie brand
• The future of beauty: category expansion, sustainability, and storytelling

If you work in beauty marketing, luxury branding, or DTC strategy, this episode is a goldmine.
Aila’s insights go beyond buzzwords — it’s a masterclass in modern brand building for a generation that expects both meaning and aesthetics.

Available on Spotify, Apple Podcasts, and all major platforms

Don’t forget to subscribe and leave a review

Visionary Minds is the podcast that brings you inside the minds of the boldest brand builders in beauty, fashion, and luxury.

Hosted by Wilfried Klucsar, founder of Dix Sept Paris, the show explores the ideas, decisions, and creative strategies that shape tomorrow’s icons.

Did you enjoy this episode dedicated to “redefining a unique beauty brand”?
Feel free to check out our other episodes available on all platforms: Spotify, Apple Podcasts, Deezer, and more.

Visionary Minds is a podcast produced by the luxury communications agency Dix Sept Paris.

Don’t hesitate to explore our latest campaigns for BOSS and Chloé Parfums.

Would you like to be interviewed in a future episode?
Join us on Instagram to talk about it.