Merit Expands Its Presence in Fragrance with Second Scent Launch, New Wave

Merit expands its presence in fragrance with second scent launch, New Wave

The minimalist beauty brand is extending its fragrance offering with New Wave L’Extrait de Parfum, which claims to break ‘the traditional rules of perfumery’ by reimagining a classic Ambre 83 structure. It follows on from the success of Merit’s first fragrance launch, Retrospect

Merit Expands Fragrance Portfolio With New Wave L’extrait De Parfum

The beauty brand's second fragrance, created with master perfumer Dominique Ropion, further establishes Merit as a multicategory lifestyle brand, according to its CEO.

I Smell Hundreds of Perfumes a Year—Merit’s New Fragrance Made Me Stop and Pay Attention

I’ll admit, I’m a self-confessed perfume snob—and I’m very particular about the type of fragrances I wear. I like to smell elegant, understated and expensive, which usually means something nuanced, beautifully balanced and difficult to immediately decipher.So, when a makeup brand branches into fragrance, I’m always sceptical. To me, it can often feel like a commercial play to drive sales rather than an exercise in olfactory exploration and genui…