{
  "slug": "merit",
  "name": "Merit",
  "website": "https://meritbeauty.com",
  "category": "personal-care",
  "angles": [
    "ritual"
  ],
  "thesis": "Make a smaller makeup routine the organizing idea for the assortment.",
  "question": "Study the steps removed as well as the products sold together.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Make a smaller makeup routine the organizing idea for the assortment.",
  "audit": [
    "Study the steps removed as well as the products sold together.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "merit-clean-lash",
    "merit-flush-balm",
    "merit-great-skin-double-cleanse",
    "merit-great-skin-moisturizer",
    "merit-great-skin-serum",
    "merit-the-minimalist"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.meritbeauty.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "MERIT is a clean, vegan, cruelty-free minimalist makeup brand. We are the antidote to the oversaturated world of…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}