Merit: Photo essay from the New Wave perfume launch party in Paris
On October 22, 2026, the American beauty brand Merit celebrated the launch of its new fragrance, New Wave, in Paris at a dinner held at the Grand Atelier de Balbosté. I was there to capture the evening: the atmosphere, the dinner, the fragrance, and the VIPs and guests who had gathered for the occasion.
All the photos were delivered the next day before 10 a.m. to meet the brand's publication deadline and account for the time difference with the U.S. teams.
The Best Photos from the Merit New Wave Event
The atmosphere of the evening
Merit: American-Style Minimalist Beauty
Founded in 2021 by Katherine Power, Merit has made a name for itself with a minimalist approach to makeup, summed up by its signature slogan, “Beauty with intention” (Fashion Magazine). On Instagram, the brand has nearly 950,000 followers.
New Wave L’Extrait de Parfum is his second fragrance, following Retrospect. Created by perfumers Dominique Ropion and Meabh McCurtin, it reinterprets the classic amber structure with notes of pink pepper, orange blossom, ylang-ylang, honey, and an amber base. Its creation was inspired by a visit to the Picasso Museum in Paris and by the way Cubism and Surrealism challenged established norms. It was released on October 22, 2026—the very day of the event (Cosmetics Business).
An Evening from New York to Paris, at the Grand Atelier de Balbosté
To showcase New Wave in Paris, Merit took over the Grand Atelier de Balbosté, the culinary and event studio founded by Charlotte Sitbon. The evening’s program included a dinner around a large circular table, dishes plated by a team wearing Merit aprons, floral decor, and an opportunity for guests to discover the fragrance. The brand summed up the evening in a single phrase: “From New York to Paris.”
My mission: the party, the VIPs, and a delivery by 10 a.m.
I covered the event from start to finish, from the details of the scent and decor to portraits of VIPs and guests, including the kitchen and the dinner. Timing was key: all the photos were delivered the next day before 10 a.m. to meet the brand’s publication deadline and allow the U.S. teams—given the time difference—to share the images as soon as their day began.
Behind the Scenes
A few photos I took on my own during the evening, in between photo sessions.
A reflection in the window, with Paris at night in the background.
In the kitchen, right alongside the team during plating.
My cases, set aside next to the New Wave bottle.
Photos published by Merit and Balbosté
The images were shared by Merit on her Instagram account in a 13-photo post where my account is tagged, as well as by Balbosté, who credits me directly in her caption. Here are the posts—you can click on them:
Merit's Instagram account, which has nearly 950,000 followers.
Merit's post about the New Wave party, featuring my tagged photos.
Balbosté's post about the Merit party at Le Grand Atelier, with photo credit to @flawleger.
See also: Other events and branded content
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