Hello, dear readers.

It’s Katherine Power here, entrepreneur, mom, and co-founder of Who What

Wear, Versed, and Avaline. If we haven’t yet met, it’s nice to meet you, and for those of you that I’ve known for a long time, it’s great to be writing to you today.

I am very excited to share with you (first) the debut of my new clean-cosmetics brand, Merit. Whether or not you know it, many of you helped me in the creation of this new project. What started as my own personal need quickly became something that you said you were looking for also, and I just had to do something about it. Almost four and a half years ago, I posted a short video from my bathroom doing my makeup in five minutes. This was a normal part of my routine. However, if I’m being honest, I mostly did my makeup in five minutes in the car on my way to work because I have very little spare time to put into "looking good." I received such an enormous positive response that I started thinking about creating a collection of clean, comfortable products that were everything I needed to look like myself, but better.