Minimalism and MERIT: In conversation with CMO Alina Morin

Photography Jean Marques
Nails Lora de Sousa

We caught up with the CMO of MERIT, Alina Morin, to talk about building a beauty brand rooted in restraint. From 90s influences and minimalist design to quiet luxury and creative partnerships, she shares how MERIT stays true to its identity in an industry often driven by excess ... and why sometimes, less really is more.

NOVEMBRE: You've built a brand around "natural beauty" in a culture that often celebrates the opposite. On a personal level, have you always felt comfortable with subtlety, or is this something you grew into?

Morin: The beauty industry is cyclical, so while our current moment can feel maximalist, I grew up in a more stripped down time, the 90s. That era has informed the way I've approached beauty, both in my personal life and in building MERIT. We take a lot of inspiration from the 90s, when style and beauty were more minimalist and unique — there was no one right way to look, which has always resonated with me.

NOVEMBRE: Can you discuss the creative process behind developing products that enhance natural beauty without overshadowing it? How do you know when something is "enough" ?

Morin: When brainstorming new products, we look for essentials that could use streamlining — whether in the efficacy of the formulation, the packaging, or the way it fits into your routine. We only introduce something new if it feels needed in that way — so it's never about doing the most or reinventing the wheel, but rather about solving a problem.

We're intentional with our product development because our hope is for every product we launch to become a staple in your routine for years to come. That's our North Star when it comes to new product development.

NOVEMBRE: What challenges have you faced, personally and professionally, in maintaining a minimalist aesthetic across campaigns? Are there moments when you've been tempted to go bigger or louder?

Morin: We pre-launched the brand with a teaser Instagram account (@_____mood) that was all about the minimalist aesthetic we were curating, and from day one, people have responded to that. The brand is based on that original ethos and vision, so it's important for us to stick with it — it's what has resonated so well with our community.

Of course, as a marketer, I constantly see big, buzzy campaigns that inspire me — but I've found that those ideas rarely achieve longevity. For us, it's less about going bigger or louder, and more about thinking outside the box — how can we look outside of our competitive set and do things that feel unexpected?

For example, our fragrance launch last year was a huge moment where we wanted to try something new. We activated creative partnerships, like earrings with Completedworks and a book with The Gentlewoman — these aren't the loudest things you could do to support a launch, but they add value and reach our consumer in a way that's aligned with our approach as a brand.

NOVEMBRE: MERIT's product design and packaging feel intimate and sculptural. Was there a moment when this design language became clear to you?

Morin: I often say we're built like a fashion house because we have a very clear design world and brand codes, which haven't changed much since we first launched. Our use of certain colors, materials, and 90s image references have been a through line since inception.

Our design language feels adult and luxury, but not in a way that's unapproachable.

We've evolved that visual identity over time and for certain campaigns — much in the way a design house might, which has been exciting to play with. With our product packaging, we fused that luxury feel with ease of use — so that something is intuitive and easy to throw in your bag, but still feels quality.

NOVEMBRE: Would you consider MERIT to be a "luxury brand" ? What does that word even mean to you? Is it about materials, experience, philosophy, or something else entirely?

Morin: Luxury is one of those words that means something different to everyone, so it's hard to say. We're a modern minimalist brand, who value luxury quality, but we're not priced competitively with the luxury beauty set. We're multi-generational and speak to a busy consumer who is intentional about the brands they choose to buy, and who wants that luxury feeling when they experience our product — I think this is at the heart of what people tend to describe as "luxury."

NOVEMBRE: How do you personally define "beauty" right now? Has that changed for you in the last few years, especially working in the industry?

Morin: My definition of beauty is ever-changing, but the common thread is that it's in the details.

To me, the most beautiful thing is when you find that one item — it can be a lipstick, a white tee, a cup of coffee — that has all the little details just right, and they come together to make the best version of something.

I think there's beauty to be found in so many small places if you train your eye to zoom in on those details, and to strive for them to be exactly how you like them.

NOVEMBRE: You've collaborated with Completedworks on a pocket mirror: a quiet, poetic object. Are partnerships like these more about reinforcing MERIT's identity or are they invitations to expand and experiment beyond the core brand?

Morin: They're a bit of both — creative partnerships like Completedworks allow us to expand our reach with consumers that may not traditionally be aware of MERIT, but also to align with brands that similar product philosophies.

The compact aligned so well with our ethos of on-the-go, tactile rituals, so that collaboration was a no brainer. We see ourselves as not just a beauty brand, but a lifestyle brand, and we are constantly inspired by brands in other categories, so being able to dip our toes into new products through these projects is a way to differentiate ourselves and explore new verticals.

NOVEMBRE: What role does customer feedback play in shaping what MERIT becomes? And how do you filter that without losing your voice?

Morin: We're always listening to our customers — our community is so engaged, they really trust us and are constantly excited for what's coming next. We started with the goal of making their lives easier, so their voice is what guides us in achieving that as we grow.

We're constantly replying to our customers on our social media, doing surveys to hear what customers want from us, and actually taking their feedback on board and taking them behind the scenes of that process.

I could share lots of stories of this in action, from developing shades based on consumer feedback gaps, bringing back limited-edition products that people couldn't get enough of, and introducing new categories that our community asks for. It really is a crucial part of staying true to our brand identity as we continue to grow and expand, and it's special to be able to connect with people in this way.

NOVEMBRE: Are there days where all the marketing feels like noise, and you just want to unplug from it all? What do you do then?

Morin: It's impossible not to feel digitally burnt out some days — the marketing world is saturated, and it can be easy to be influenced by all the different voices out there. We try to keep our blinders on, to not pay too much attention to what everyone else is doing and just do what feels right for MERIT.

Sometimes, taking a step back and remembering it's not all that serious — for me, that's with a long hike in LA with my dog and partner — is the best way to unplug and reset.

NOVEMBRE: In a beauty world that can often feel saturated and repetitive, which other brands (beauty or not!) do you find yourself watching, admiring, or even envying?

Morin: I find vintage beauty ads so inspiring — lately, I've been buying old 90s magazines on eBay and clipping out the ads from brands like Clinique and Calvin Klein.

More contemporary, I love minimalist, chic fashion brands — Khaite and St. Agni are two that come to mind — who bring design to the forefront of their marketing.