Merit Beauty is ramping up its presence in the fragrance category with the launch of its second scent, New Wave L’Extrait de Parfum.
Available to buy this month, the US minimalist cosmetics brand’s New Wave L’Extrait de Parfum claims to break “the traditional rules of perfumery”, taking a classic Ambre 83 structure and reimagining the architecture of the composition “for a new generation”.
As such, Master Perfumer Dominique Ropion and Perfumer Meabh McCurtin have created an “unconventional amber” for Merit Beauty, with no citrus-led opening, no powdery florals and no aldehydes.
Merit’s acceleration in the fragrance space follows on from the success of its first-ever perfume, Retrospect, which debuted in 2024 and took inspiration from vintage scents.
It also comes as the brand celebrates its fifth anniversary, and doubles down on its ethos of being a tri-axe brand for millennials and Gen X.
“Our move into fragrance two years ago aimed to bring something new to the category; an approach to fragrance that slows down and focuses on nuance,” said Aila Morin, CMO at Merit Beauty.
“New Wave is our second foray into the fragrance space, and while it continues that perspective, it is a distinctly new offering.
“We could not be more excited for our community to try this next evolution of Merit fragrance.”
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New Wave L’Extrait de Parfum is built around the theme of contrast and evolution, “moving from bright and optimistic to warm, sensual and deeply magnetic,” read a statement from the brand.
The inspiration for the fragrance came during a trip to art museum Musée Picasso in Paris, France, where the team spent the afternoon exploring cubism and surrealism.
“[We] became fascinated with how the movements looked at the rules they inherited and broke with them,” continued the Merit Beauty statement.
“In a lot of ways, it mirrored what we wanted to do: create a fragrance that felt like a departure from everything that came before it.”
New Wave L’Extrait de Parfum has a bright and spicy opening of pink pepper and angelica; with a warm solar heart of orange flower, ylang ylang and honey floral accord.
Its resinous base comprises incense, benzoin, labdanum, patchouli, tobacco, vanilla and woods.
“Some fragrances become references because their construction is so precise and enduring,” said Ropion.
“With New Wave, I wanted to capture the spirit of classical amber compositions, such as Ambre 83, while reinterpreting them for today.
“The challenge was not to recreate the past, but to preserve its strength and sophistication in a fragrance that feels more radiant and relevant to a modern audience.”
New Wave L’Extrait de Parfum is £79 and launches on Merit Beauty’s website and into retailer Sephora on 22 October.
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