Vasiliki Petrou Joins MERIT Board Following SEMCAP Investment

Petrou will join the MERIT Board of Directors immediately, leveraging three decades of industry experience to scale the brand. Since its founding in 2021, MERIT has carved out a niche by targeting millennial and Gen X consumers with a streamlined, edited approach to beauty. This strategic partnership aims to institutionalize that growth while maintaining the brand's focus on long-term performance and intentional product development.

Philippe Pinatel, CEO of MERIT, noted that Petrou’s background in managing high-growth portfolios makes her an ideal partner for the company’s expansion. For SEMCAP, the move aligns with its broader mandate of backing category-leading businesses. The firm, which operates across four sectors including AI and health, views the investment as a play on the enduring demand for simplified, high-quality consumer essentials in a crowded market.