MERIT BEAUTY
Arrives In Sweden
text Elva Ahlbin
Minimal effort, maximum impact.
This October, American brand MERIT Beauty makes its long-awaited debut in Sweden and Denmark through meritbeauty.com, marking its first step into the Nordic market.
Known for its thoughtful, skin-friendly formulations, MERIT has built a loyal following since 2021 by creating routines that are nearly impossible to get wrong and by using carefully selected, well-thought-out ingredients that seamlessly fit into everyday life.
Since its launch, MERIT has become a go-to name for those who appreciate a minimalist approach to beauty—one that emphasizes doing more with less and focusing on essentials. In the Swedish market, where simplicity and efficiency are highly valued, MERIT’s philosophy feels like a natural fit.
As MERIT’s CMO Aila Morin notes, “Scandinavia has always been a source of inspiration for us. We’ve long had the Scandinavian woman in mind—practical, driven, yet playful. There’s a shared sense of functionality and aesthetic minimalism that aligns perfectly with our philosophy.”
MERIT’s product lineup consists of 17 carefully crafted items, all vegan, cruelty-free, and designed with skin-friendly compositions. Highlights include The Minimalist Complexion Stick, Great Skin Instant Glow Serum, and the Retrospect L’Extrait de Parfum, which all reflect MERIT’s commitment to thoughtfully chosen ingredients and a seamless user experience.
In essence, MERIT isn’t just bringing its products to Sweden—it’s bringing a perspective on beauty that resonates with a Nordic way of life: simple, effective, and designed with care.
