Semcap backs Merit

Specialist investor Semcap Beauty & Wellness has acquired a minority stake in Merit, the premium US make-up brand founded in 2021. The transaction is accompanied by the appointment of Vasiliki Petrou to the company's board of directors. Formerly the founder of Unilever Prestige, where she led the development of brands including Dermalogica, Hourglass, Tatcha, Paula's Choice and K18, she will now support Merit in its international expansion. The investment reflects growing investor interest in independent, profitable beauty brands positioned in the premium segment.