Aila Morin, the marketing director of the Californian beauty brand Merit, recently expressed her frustrations with the beauty industry's trend of prioritizing younger consumers. According to Morin, major beauty brands often overlook the needs and desires of women over 30, focusing instead on younger demographics. This oversight presents an opportunity for Merit, which has carved out a niche by offering limited yet functional products designed to appeal to a broader range of women.

Merit's philosophy is centered around the creation of effective and high-quality products that resonate with consumers looking for authenticity and practicality. Morin highlights a significant moment for the brand when makeup artist Elaine Offers showcased Merit's Flush Balm on Instagram while preparing Sarah Jessica Parker for the HBO series "And Just Like That". This endorsement not only captured the attention of a larger audience but also signaled that Merit could attract discerning consumers and celebrities alike.

As Merit launches in Spain, the brand's perspective challenges the dominant narratives within the beauty supply market. By focusing on women over 30, Merit is introducing a new standard for inclusivity in beauty, advocating for brands to recognize the diverse needs across age groups. This movement may influence other companies in the industry to reconsider their approaches and expand their product lines to better cater to a wider demographic.