Merit, the minimalist beauty brand founded by Katherine Power in 2021, has made its highly anticipated entrance into the fragrance market with the launch of Retrospect Extrait de Parfum. This new fragrance, retailing for $52, marks a significant step for the brand, known for its sleek, data-driven approach to product development. Power, who co-founded WhoWhatWear and launched the skincare brand Versed, partnered with master perfumer Fanny Bal of IFF to create this vintage-inspired scent.
The decision to introduce a fragrance came after a 2022 customer survey revealed fragrance as the top category that consumers wanted Merit to explore. This launch follows the success of Merit’s 2022 expansion into skincare with products like the Great Skin Instant Glow Serum. With Retrospect, Merit continues its data-backed approach, ensuring the product aligns with customer preferences and market demand. Industry estimates suggest Retrospect could generate $5 million in its first year.
Retrospect was developed over the course of four years, with the brand emphasizing its commitment to long-lasting and high-quality fragrance. The scent was designed to evolve throughout the day, defying conventional fragrance trends. By using a highly concentrated fragrance oil—double the strength of most perfumes—Retrospect offers a lasting and elegant scent experience.
The minimalist beauty brand Merit has introduced its first fragrance. The fragrance combines modern, clean notes with vintage-inspired ingredients to create a rich, layered scent profile. The top notes include aldehydes, bergamot, pear, and ambrette, leading to a heart of rosemary, orris, jasmine, and rose. The base notes feature vanilla, musk, and moss, resulting in a soft yet complex fragrance that wears close to the skin and transforms over time. The unique blend of vintage and modern ingredients aims to evoke nostalgia while delivering a fresh, contemporary experience.
Aila Morin, CMO of Merit, shared the brand’s excitement about branching into fragrance: “Fragrance has been on our minds since the brand launched in 2021, and we’ve been developing Retrospect for well over two years. While expanding into fragrance is a bold move for a young color brand, we felt confident in our ability to do so after seeing such success with our first category expansion into skincare in 2022.” Morin also highlighted Merit’s minimalist philosophy, stating, “As a minimalist brand, we were never going to launch multiples of one category—so going across the vanity was always in our plan.”
The minimalist beauty brand Merit has introduced its first fragrance. Retrospect marks a bold step for the young brand, which is focused on creating products that are both sophisticated and accessible. The fragrance is expected to appeal to Merit’s core audience, offering a modern take on classic scent profiles, while the brand continues to expand its offerings beyond color cosmetics and skincare.
