Love Merit Beauty? Versed Skincare? Who What Wear? Avaline Wine? Then you are likely a major fan of Katherine Power like me. Writing all about my retail crush on Katherine Power.
This was an incredible read, thank you! I (have) love(d) all three of these things and had no idea that there was the same K-A woman behind them. What a great piece about a creative genius. So many thoughts but some being - I get what you're saying about having influencer videos embedded to help with product application ideas. I actually searched TikTok for Merit videos before I made my first purchase. Plus the brilliance of that gift this spring with that chic gold lighter. Also I love Versed bc (#1 being the feeling that I'm getting quality, sustainable products at a price point for me) they also are filled with products that are what we are all using but still unique. For example, I love an exfoliate-r, two top being one that stays on 10 min (REN) and another I have to spend 5 min massaging in (Philosophy). The Versed Jelly Dr mask is so easy on 3 min while I get ready to jump in the shower then rinse off? Brilliant! I went through heaps of their salicylic spray for breakouts not on my face, I loved it so much. I can't find it anymore and there is nothing comparable that I've found except expensive at Sephora.
Thank you so much for this comment. I love that we have more content around how to use products. The TikTokers, Instagrammers, YouTubers and general content creators - do a huge service to brands and potential and active customers. So helpful! And you are so right about the Versed products. They are excellent! It is accurate in this case that innovating on products that are superior will really drive the brand (and revenue. and returning customers! all important details.)
I’ve been using the Minimalist complexion perfecting stick as concealer since it launched. The SAME one (now that I say that, I should check the expiration) but it’s really that good. Love when brands make high-quality products that last. I went back and purchased the blush as well and will recommend to anyone!!
yes! i'm only on my second minimalist stick - it does last a long time. it is also so much easier to travel with vs a liquid bottle. the flush balm blush is so great! I feel like I haven't seen anything else like it. so versatile.
Nice, feels like we're on the same wavelength with the word "Crush", I started a column in my letter (and on TikTok) a couple of weeks ago called "Design Crush" highlighting the work of designers and brands who's work I love.
I loved reading this post Sarah! Thank you SO much for this deep dive. I didn't realize that Katherine had launched all of these brands - what a powerhouse!
I'd love to see a lip liner from Merit - they had included one in their holiday set and I adore it.
I also agree with your recommendation to offer additional sets or bundles on the website, maybe even in a mini size? I find myself wanting to try all of the colors and a bundle could be a great solution as cost per ounce might remain the same but I get the increased value as a customer.
yes!!! lip liner! I need a good sharp line. so many are creamy (the new glossier one. I like but it is creamy) and I miss my previous laura mercier in the healthy lips shade. the texture was different. Merit would do this so well.
I’ve been using the blush and bronzer stick—so so easy to get out the door! Such an interesting point about no single hero product taking over. Also as an aside, have referenced Katherine Power’s house tour images many times… love her vibe!
I greatly admire Katherine Power — and definitely think she is just getting started. I couldn't agree more that the businesses don't overlap, which is her strong suit.
As I report on beauty, and try far too much skincare, I felt Versed was better for a younger target who only needs the bare minimum vs. anyone needing true benefits — as such, I think they should definitely steer clear of perimenopause, but likely need to step up innovation and/or quality as I imagine good.clean.goop is stealing some of their share. I love everything about Merit!
Super valid point. Curious - do you think good.clean.goop is performing? Recent reporting in The Line Sheet made it sound like maybe the brand wasn’t performing as well as expected.
I would love to know if it is ... I feel like the hype made it successful at launch, but the prices are high for Target. I just think Target has such a robust beauty department that maybe Gwyneth can't penetrate it; her price-sensitive audience may not be shopping (for beauty) there.
Totally agree that refills would be a great next step after some packaging alterations. And/or their own recycling scheme with subscription refills. I’d be curious to know if the logistics for this work out. Some brands are offering money off future purchases with packaging returns so that kind of scheme could match their sustainable values and help build loyalty.
Convenient formats like stick or pot make up are so useful for applying anywhere. Trinny London is also great for this.
Also, really love Second Life! And I always had a great experience with the WWW team when I worked in retail marketing and PR. Everything she has created has a good vibe.
I always think a makeup product is superior if I can apply on the go without a mirror and not look like a clown. I feel like this with the flush balm on cheeks and lips.
Sustainability needs to be a focus for brands. Companies can help make in roads to impact change here. Agree.
I'm a huge Merit fan so this was such an interesting BTS read on the business side. Antibes has been my favourite lipstick over the last few months when I've wanted something subtler than a red lip.
I agree with some of your suggestions on where they could improve too. I love that it only takes me a few minutes to get ready but I'd love to see tutorials for wedding makeup too. I'm getting married next year and love how natural Merit's products look, but I have no idea if they're "enough" for all-day bridal makeup.
This is such a great piece of writing! Really admire Katherine and her business acumen. Huge fan of Merit matte lipstick and eyeshadow!
Yes! Such an impressive empire she's built along with smart business partners (ex. Hillary Kerr) and love the Merit products!
This was an incredible read, thank you! I (have) love(d) all three of these things and had no idea that there was the same K-A woman behind them. What a great piece about a creative genius. So many thoughts but some being - I get what you're saying about having influencer videos embedded to help with product application ideas. I actually searched TikTok for Merit videos before I made my first purchase. Plus the brilliance of that gift this spring with that chic gold lighter. Also I love Versed bc (#1 being the feeling that I'm getting quality, sustainable products at a price point for me) they also are filled with products that are what we are all using but still unique. For example, I love an exfoliate-r, two top being one that stays on 10 min (REN) and another I have to spend 5 min massaging in (Philosophy). The Versed Jelly Dr mask is so easy on 3 min while I get ready to jump in the shower then rinse off? Brilliant! I went through heaps of their salicylic spray for breakouts not on my face, I loved it so much. I can't find it anymore and there is nothing comparable that I've found except expensive at Sephora.
I'm excited to see what she does next!
Thank you so much for this comment. I love that we have more content around how to use products. The TikTokers, Instagrammers, YouTubers and general content creators - do a huge service to brands and potential and active customers. So helpful! And you are so right about the Versed products. They are excellent! It is accurate in this case that innovating on products that are superior will really drive the brand (and revenue. and returning customers! all important details.)
I’ve been using the Minimalist complexion perfecting stick as concealer since it launched. The SAME one (now that I say that, I should check the expiration) but it’s really that good. Love when brands make high-quality products that last. I went back and purchased the blush as well and will recommend to anyone!!
yes! i'm only on my second minimalist stick - it does last a long time. it is also so much easier to travel with vs a liquid bottle. the flush balm blush is so great! I feel like I haven't seen anything else like it. so versatile.
Nice, feels like we're on the same wavelength with the word "Crush", I started a column in my letter (and on TikTok) a couple of weeks ago called "Design Crush" highlighting the work of designers and brands who's work I love.
so many great crushes in this world.
I loved reading this post Sarah! Thank you SO much for this deep dive. I didn't realize that Katherine had launched all of these brands - what a powerhouse!
I'd love to see a lip liner from Merit - they had included one in their holiday set and I adore it.
I also agree with your recommendation to offer additional sets or bundles on the website, maybe even in a mini size? I find myself wanting to try all of the colors and a bundle could be a great solution as cost per ounce might remain the same but I get the increased value as a customer.
yes!!! lip liner! I need a good sharp line. so many are creamy (the new glossier one. I like but it is creamy) and I miss my previous laura mercier in the healthy lips shade. the texture was different. Merit would do this so well.
I’ve been using the blush and bronzer stick—so so easy to get out the door! Such an interesting point about no single hero product taking over. Also as an aside, have referenced Katherine Power’s house tour images many times… love her vibe!
the data and metrics are such a winner in retail. and yes, her real estate. incredible. she has amazing taste and I love her style too.
I greatly admire Katherine Power — and definitely think she is just getting started. I couldn't agree more that the businesses don't overlap, which is her strong suit.
As I report on beauty, and try far too much skincare, I felt Versed was better for a younger target who only needs the bare minimum vs. anyone needing true benefits — as such, I think they should definitely steer clear of perimenopause, but likely need to step up innovation and/or quality as I imagine good.clean.goop is stealing some of their share. I love everything about Merit!
Super valid point. Curious - do you think good.clean.goop is performing? Recent reporting in The Line Sheet made it sound like maybe the brand wasn’t performing as well as expected.
I would love to know if it is ... I feel like the hype made it successful at launch, but the prices are high for Target. I just think Target has such a robust beauty department that maybe Gwyneth can't penetrate it; her price-sensitive audience may not be shopping (for beauty) there.
agreed. The main line is doing so well and I'm not sure the lower price point was warranted here.
Totally agree that refills would be a great next step after some packaging alterations. And/or their own recycling scheme with subscription refills. I’d be curious to know if the logistics for this work out. Some brands are offering money off future purchases with packaging returns so that kind of scheme could match their sustainable values and help build loyalty.
Convenient formats like stick or pot make up are so useful for applying anywhere. Trinny London is also great for this.
Also, really love Second Life! And I always had a great experience with the WWW team when I worked in retail marketing and PR. Everything she has created has a good vibe.
I always think a makeup product is superior if I can apply on the go without a mirror and not look like a clown. I feel like this with the flush balm on cheeks and lips.
Sustainability needs to be a focus for brands. Companies can help make in roads to impact change here. Agree.
I LOVE my Merit lipstick Vermillion!!❤️
Oh my gosh, I hadn’t realized the same woman was behind so much! I was a WWW reading enthusiast when it first launched.
It is unreal!
I'm a huge Merit fan so this was such an interesting BTS read on the business side. Antibes has been my favourite lipstick over the last few months when I've wanted something subtler than a red lip.
I agree with some of your suggestions on where they could improve too. I love that it only takes me a few minutes to get ready but I'd love to see tutorials for wedding makeup too. I'm getting married next year and love how natural Merit's products look, but I have no idea if they're "enough" for all-day bridal makeup.