Sometimes, the most powerful ideas are born from life’s most difficult moments. For Meryl Marshall, President of Hynt Beauty, that moment came after a breast cancer diagnosis in 2005. Recovery led to reflection—and a growing sense of alarm about the everyday products she had always trusted. She started reading labels, asking hard questions, and realized just how much the beauty industry was getting away with.
Instead of settling, Meryl decided to create something better. Hynt Beauty was born from that mission: a brand that didn’t just promise “clean beauty,” but lived it—through carefully crafted, high-performing products made without compromise. With her background in business and a deep well of personal resilience, she built Hynt to be small by design, thoughtful by nature, and driven by purpose.
Meryl leads with quiet strength and unwavering standards, never chasing trends or scale for the sake of it. She’s built a brand rooted in care—care for health, for the planet, and for the people who find their way to Hynt when they need it most. Her story is proof that when purpose meets passion, beauty becomes something far more meaningful.
Let’s delve into the interview details below!
Can you tell us a bit about your personal journey and what led you to co-found Hynt Beauty?
After breast cancer treatment back in 2005, I started questioning many things like products I used to clean my house, my food choices, and health and beauty products among other things. I was appalled at how there was no one watching my back. I thought that if a product was on the market, there were regulations in place deeming the product safe.
I searched stores looking for safer products and it was not easy to find cosmetics that had similar textures, colors and packaging to my conventional ones. I knew that I could create safe yet high performance products housed in pretty, contemporary packaging.
What does “clean beauty” mean to you personally and professionally?
I do not embrace the current “clean beauty” scheme that conventional retail is promoting. When Hynt was created back in July 2010, I began to comprise a blacklist of ingredients that I would not allow in my products, and it is still tweaked on occasion. Just a small sampling of my ‘no-no’ ingredients I have ‘collected’ are phenoxyethanol, phthalates, propylene glycol, petroleum by-products such as mineral oil, and FD&C dyes.
Back then the small, but growing indie community labelled ourselves “green beauty,” which is what I still stand by today. Green beauty means so much more to me than its counterpart. It means small batches made for freshness, careful selection of ingredients for a formulation, rich pigments and textures, all created with passion and love. Back then, the indie movement, once on the brink of newness and authenticity turned many heads. Business was booming. It was something new and fresh. Years later our community has been stifled – even snuffed out by the large cosmetic corporations and investor groups by buyouts. Many of these brands are now belly up and some are even revamping.
We have partnered with The Detox Market from when Hynt Beauty was launched. We admire and appreciate their ethos and strict standards. They are a pleasure to work with. You may be assured that whatever product is purchased either in any of their stores or online that you will be making great choices in healthy and sustainable makeup, skincare, hair, body and wellness products.
How do you approach leadership within your company, and what kind of culture have you built at Hynt Beauty?
We are a very small family-owned company with little interest in scaling. This way we control and maintain our standards. Once a brand scales, that all goes out the window. We are a small team that works remotely and it fits our lifestyle.
We encountered unfavorable experiences while working with big box chain stores and a home shopping venue. We pulled back immediately. The high number of returns that goes directly into the landfills is appalling.
Hynt created a sampling program offered in plant based jars and other eco-friendly materials so that the consumer can test a shade before making a full size purchase. This minimizes returns.
What was one of the biggest challenges you faced while growing Hynt Beauty, and how did you overcome it?
The pandemic was the biggest challenge and one that we have still not recovered from. The week before the lockdown, Hynt was introduced in 100 ULTA stores. The buyer that we worked with at ULTA was amazing. Rather than the goods being returned to us, the goods were shipped to their distribution centers to be sold online. We received payment for all the merchandise. Unfortunately, with a buyer change, we never had the opportunity to go back on the shelf.
My combined business and personal motto is to never give up no matter how difficult the obstacle is. I have had many difficult traumas in my life. My motto: ‘Keep moving forward.’
In business, I believe that if you work very hard, be tenacious and fair you will find success and personal fulfilment. Needless to say, we persevered and learned so much during this time period.
How do you think the clean beauty industry has evolved since Hynt Beauty began, and what changes still need to happen?
Even though I feel the clean beauty movement is not stringent enough in their ingredient standards, I am pleased that they are still cleaner than conventional products. I like some of the newer guidelines with newer required testing as well as more eco-friendly packaging options.
I am concerned with the vast amount of products available on the market and the waste it creates. I wish brands would streamline their offerings. Brands feel pressure to launch new products every season to remain interesting and relevant.
What keeps you inspired and motivated in an industry that’s constantly shifting and expanding?
I am at the point in my life where a small business is a blessing. We have devoted customers that continually buy from us and have done so for many years. Many find us when they are faced with a serious health issue. They are looking to create a healthier lifestyle which includes the products that they use.
We devote time and resources to women going through cancer treatment. Over the years we have provided makeup application sessions along with complimentary gifts to use at home. We have continually given back to organizations that we believe in, and it certainly is a wonderful feeling.
Can you share a product or project that you feel especially proud of and why it stands out for you?
I am especially proud of our DUET Perfecting Concealer. It has won many awards. I worked exclusively with an incredible cosmetic chemist. She was excited for the challenge to create a green beauty product that had natural ingredients and still performed as well as a conventional one.
We had many trials until we achieved a nourishing, stay all day formula with high coverage opacity. Housed in a low profile glass jar, it remains our best seller.
What advice would you give to other women looking to make an impact in the beauty or wellness space?
My advice to other women looking to make an impact in the beauty or wellness space is to lead with purpose and integrity. It is a challenge to stand out in a crowded space. It is key to understand your ‘why’ and the problem you are solving. The beauty industry is constantly evolving, and consumers are more conscious than ever.
Consumers can be quite loyal to a brand however they have a need to experience different products. It is important to respect that and know that not every product is a perfect fit for everyone.
Trust your instincts, especially in rooms where you may be underestimated. Stand tall and be heard, but it is just as important to listen and reach out to potential mentors that you respect and admire.
Read More: The Rise of Clean Beauty in the Beauty Industry Evolution
