Merit has received a minority investment from investment firm Semcap’s Beauty & Wellness vertical to fuel the next stage of growth for the US minimalist brand. The investment was led by Vasiliki Petrou, Managing Partner at Semcap Beauty and Wellness, who was also the founder and ex-CEO of Unilever Prestige. Merit Beauty was established in January 2021 by founder Katherine Power, before launching in the UK in February 2022. Philippe Pinatel, CEO of Merit, added: “We are honoured to have Vasiliki Petrou join the Merit Board of Directors. Petrou partnered with investment firm Semcap to lead its vertical focused on beauty and wellness in March 2026.