# Merit Solo Shadow

> Merit reported $1 million in Solo Shadow sales in the fortnight after its manifesto video.

- Owner: MERIT Beauty
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2023-08-21
- Peak date: 2023-08-22
- Spread Score: 44 (Notable, provisional), v1.2
- Mechanics: Identity badge, Scarcity drop, Visible in use, Press loop

## Summary

Merit posted a binder video before Solo Shadow's general release. TikTok viewers shared it, and Glossy covered the launch alongside paid outdoor ads. Merit later reported $1 million in sales in the fortnight after the post.

## Timeline

- May 2023 — Kate Hudson (Press) — Kate Hudson wore the unreleased Solo Shadow on a FLAUNT Magazine cover.
- 2023-08-14 — ELLE (Press) — ELLE published an exclusive first look at Solo Shadow and its campaign with Malgosia Bella.
- 2023-08-14 — MERIT Beauty (Open web) — Merit announced Solo Shadow in eight matte shades and scheduled its online release for August 22.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/merit-solo-shadow

Cite as: How It Spread (2026). “Merit Solo Shadow.” Case HIS-00292. Spread Score v1.2: 44/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00292