Ep 22: The Making of Merit Beauty with CMO Aila Morin

What this episode covers

Merit Beauty didn't just redefine minimalist beauty—it redefined what modern luxury cosmetics could be. And behind that evolution is Aila Morin, CMO, whose approach to marketing prioritizes emotional connection over fleeting trends.In this episode, Aila shares her journey from working on beauty counters at a young age to leading marketing at one of the industry's most intentional brands. We discuss Merit's longevity in a saturated market, the strategic thinking behind launching Retrospect fragrance, and why understanding the consumer experience matters more than chasing virality.This is a conversation about building brands that resonate beyond the algorithm, why rejection is protection, and what it takes to create products that are both functional and emotionally significant.I hope you enjoy!Follow The Beauty Sessions on InstagramFollow Sophie Blowfield on InstagramFollow Merit Beauty on Instagram

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Frequently Asked Questions

How long is this episode of The Beauty Sessions?

This episode is 51 minutes long.

When was this The Beauty Sessions episode published?

This episode was published on February 18, 2026.

What is this episode about?

Merit Beauty didn't just redefine minimalist beauty—it redefined what modern luxury cosmetics could be. And behind that evolution is Aila Morin, CMO, whose approach to marketing prioritizes emotional connection over fleeting trends.In this episode,...

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