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  "path": "/articles/beauty/merit-revenue-200m-growth-sale-exit/",
  "publishedAt": "2026-02-12T05:30:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "The Millennial beauty label has doubled its sales since 2023 by focusing on an underserved, makeup-ambivalent consumer. But whether that strategy will lead to an exit remains to be seen.",
  "title": "Merit Isn’t For Beauty Lovers. That’s the Point."
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