Merit Beauty Launches New Wave L’Extrait de Parfum

Merit Beauty launches New Wave L’Extrait de Parfum this month. The brand's second fragrance arrives on its website and at retailer Sephora on 22 October, priced at £79. It marks a significant step in the five-year-old brand's expansion beyond makeup and skincare.

Creative inspiration and composition

The fragrance draws direct inspiration from surrealist art and cubism. The custom bottle design itself evokes the gentle movement of a wave, symbolizing continuous change. This artistic foundation led to a deliberate break from traditional perfumery rules.

New Wave L’Extrait de Parfum has no citrus-led opening, no powdery florals, and no aldehydes. Instead, it is built around the theme of contrast and evolution, moving from bright and optimistic to warm and deeply magnetic. Its structure reimagines the classic amber composition of Ambre 83 for a new generation.

The scent profile is built as follows:

It is described as a solar fragrance centered on personal power, optimism, and sensuality.

Perfumer vision and brand intent

Master perfumer Dominique Ropion created New Wave in collaboration with perfumer Meabh McCurtin, described as his prodigy. Their goal was to reinterpret a classic for the present day. Dominique Ropion said: "With New Wave, I wanted to capture the spirit of classical amber compositions, such as Ambre 83, while reinterpreting them for today." He added that the challenge was to preserve the strength and sophistication of the past in a scent that feels radiant and relevant now.

This aligns with the brand's stated intent for its fragrance category. Chief Marketing Officer Aila Morin noted that Merit's move into fragrance two years ago aimed to bring an approach that slows down and focuses on nuance.

Brand expansion and investment

The launch shows Merit's ambition to become a multicategory lifestyle brand for millennial and Gen X consumers. The company, founded by entrepreneur Katherine Power, is best known for minimalist cosmetics. Fragrance represents a key creative and design-led facet of its growth.

This expansion is backed by new investment. In July, Merit Beauty secured a minority investment from Semcap Beauty & Wellness, led by Vasiliki Petrou, who previously ran Unilever’s prestige beauty business. Petrou will join Merit’s board.

Philippe Pinatel, Merit's chief executive officer, stated that Petrou's experience complements the brand's existing capabilities. He expressed strong confidence in the fragrance category, noting that fragrance is exactly where Merit wants to be as a lifestyle brand.

Context of Merit’s fragrance journey

New Wave is Merit's second foray into scent, following its 2024 debut, Retrospect. That first fragrance is a punchy extrait that leans on vintage perfumery traditions. It has proven successful. Retrospect is Merit's number five SKU, and on average, customers have bought it four times in the past two years.

Pinatel acknowledged they did not know what to expect with Retrospect, but it turned out to be a very nice success. That strong repeat purchase rate built confidence for the New Wave launch. For this second fragrance, Pinatel said the team looked more to the external world, feeling more confident as fragrance-makers.

Merit Beauty's New Wave L’Extrait de Parfum is available to buy this month.