Merit Secures Investment From Semcap Beauty & Wellness
Merit has secured a minority investment from Semcap Beauty & Wellness to accelerate its next phase of international expansion.
The investment is led by Vasiliki Petrou, Managing Partner at Semcap Beauty & Wellness, who brings more than three decades of experience in the beauty industry. Petrou founded Unilever Prestige in 2014, where she oversaw the acquisition and growth of brands including Dermalogica, Paula’s Choice, Hourglass, Tatcha, and K18.
As part of the deal, Petrou will join Merit’s board of directors and work alongside the executive team as the brand continues its global growth strategy. The company said Merit will remain independently operated and highly profitable.
“Merit is one of the most thoughtfully built brands in beauty, a true icon in the market. I love the timeless brand aesthetic, the simplified and edited approach to beauty, and the focus on the millennial and gen X consumer, which is a significant white space in our industry. I am thrilled to support the continued global scaling of the brand,” said Petrou.
Founded in 2021, Merit has quickly established itself as one of beauty’s fastest-growing makeup brands by championing a streamlined approach to everyday beauty. Its curated product range and understated aesthetic have resonated with consumers seeking simplified routines over trend-driven collections.
Philippe Pinatel, CEO of Merit, said Petrou’s appointment comes at a pivotal moment for the business as it continues to invest in its long-term growth.
“We are honored to have Vasiliki Petrou join the Merit Board of Directors,” said Pinatel. “Merit has seen significant growth over the past few years, and Vasiliki’s industry-defining experience will be an invaluable asset as we continue to invest in the long-term future of the business. Her perspective on brand equity, financial performance, and operations perfectly aligns with our dedication to intentionality and excellence.”
The investment reflects Semcap Beauty & Wellness’ strategy of backing high-growth beauty and wellness businesses with international expansion potential. Financial terms of the transaction were not disclosed.