Executive Wellness: How Merit’s Chief Marketing Officer Prioritizes Self-Care for Success
For Aila Morin, Chief Marketing Officer of Merit Beauty, the foundation of effective leadership begins with a simple yet powerful principle: never make important decisions in the heat of the moment. This approach to taking time before responding has become central to both her professional success and personal well-being.
When faced with challenging situations, Morin has learned to pause and reflect rather than react immediately. This practice of stepping back has proven invaluable for her mental health and decision-making quality. Her methodology extends beyond crisis management into creative thinking, which she finds flows best during uninterrupted moments—whether on flights without WiFi, during vacations, or in transitional periods like commutes.
Balancing Creative Vision with Business Operations
Morin joined Merit in 2019, a year before the brand’s official launch, when it existed only as a concept. Now serving as CMO since 2023, she oversees everything from product development to customer experience, managing both direct-to-consumer sales and retail partnerships like Sephora.
Her role requires constant navigation between analytical business thinking and creative innovation. She describes living simultaneously in the profit-focused, operational mindset and the imaginative realm of product naming and positioning. To manage this duality, she strategically uses location and scheduling—spending time in Los Angeles for creative work in her home office, while traveling to New York monthly for operational meetings and business planning.
Morning Routine as Foundation
Morin’s day begins at 5 a.m., a non-negotiable start time that ensures she maintains control over her schedule before back-to-back meetings from 9 a.m. to 6 p.m. Her morning routine includes walking her dog, attending hot Pilates classes within walking distance of her home, and consuming a nutritionally balanced smoothie following Kelly Leveque’s Fab Four formula of protein, carbohydrates, healthy fats, and fiber.
This early morning window represents the only time she feels completely in charge of her day, making it essential for her mental preparation. The focus has shifted from appearance-focused beauty routines in her twenties to functionality and feeling prepared for the day ahead.
Streamlined Beauty Philosophy
Despite leading a prominent beauty brand, Morin keeps her personal beauty routine remarkably simple. Her skincare regimen includes CeraVe’s Hydrating Facial Cleanser, Biba de Sousa’s Hydrating Toner, Merit’s Great Skin Serum and Moisturizer, topped with the brand’s tinted SPF.
Her makeup routine reflects the same efficiency that Merit products are designed to provide. Using the brand’s Minimalist Complexion Stick for spot concealing, Flush Balm for cheeks, clear gel for brows, and finishing with mascara and lip products, she can complete her look in minutes. For important meetings or photo opportunities, she adds Givenchy’s loose powder and subtle eyeliner.
Wellness Through Consistency
Physical wellness forms a crucial pillar of Morin’s routine, with eight hours of sleep and daily movement being absolute priorities. She schedules workouts at the beginning of each week, treating them with the same importance as business meetings. Whether through Pilates, hour-long walks, or tennis, she ensures physical activity happens regardless of her schedule.
Her approach to hydration is equally systematic, consuming four liters of water daily, often enhanced with Moon Juice electrolytes. She works with a naturopath, schedules regular blood work, and takes targeted supplements including probiotics, fish oil, and stress-management supplements like ashwagandha when needed.
Simplified Personal Style
Morin’s approach to dressing mirrors her beauty philosophy—systematic and efficient. Her wardrobe consists primarily of black, white, navy, and beige pieces, with multiple versions of items she loves, such as four different washes of Khaite’s Bonnie jeans and three colors of The Row’s Gala pants, paired with her collection of 25 Flore Flore T-shirts.
This uniform approach eliminates decision fatigue and ensures she always feels appropriately dressed, whether appearing in the office with wet hair after prioritizing her workout or presenting in important meetings. Her philosophy emphasizes substance over superficial appearance, modeling for her team that taking care of oneself comes first.
Leadership Through Example
As a leader, Morin consciously demonstrates that personal wellness and professional excellence can coexist. Rather than projecting an image of perfection, she shows her team that prioritizing self-care—including therapy, strong support systems, and consistent routines—creates a foundation for sustained success.
Through building Merit and navigating the challenges of business growth, she has discovered reserves of strength and resilience she didn’t know she possessed. This journey has reinforced her belief that taking care of herself isn’t selfish—it’s essential for effective leadership and long-term success.
Photo by Cord Allman on Unsplash
Photo by Ahmet Kurt on Unsplash
Photo by Vitaly Gariev on Unsplash