With no exterior logo or any type of identifiable branding, Merit’s quiet-luxury Signature Bag is the ultimate IYKYK status symbol for beauty junkies. Crafted from earth-tone, machine-washable corduroy, the tie-closure “makeup tote” ships free with every first order, isn’t available for direct purchase, and is so coveted that it can be found all over Poshmark and eBay for prices ranging from $13 to $40. With such a potent signifier of success, it’s no wonder Merit felt emboldened to move beyond its adored freebie straight into non-beauty merch designed to beef-up its bottom line. In January, to celebrate its fourth “anniversary,” it debuted The Everything Bag, an oversized, heavyweight canvas tote with a prominent brand logo. Available for purchase for $52, it was also free with orders over $125 while supplies lasted. Supplies didn’t last; it was sold-out within one month. But lest this starts to sound like a feature on Merit (it isn’t), it’s important to note that the “minimalist” beauty brand is currently also selling two sets of limited-edition earrings in collaboration with London-based contemporary jewelry and ceramics brand Completedworks—gold vermeil studs for $189 and silver pearl drops for $289. Both echo a limited-edition Merit x Completedworks mirrored compact, available for purchase for $38, or free with orders over $125. If all of this makes a trucker hat or oversized tumbler plastered with a brand logo sound outdated and/or basic, that might be the point. “Merch shouldn’t just be a surface for a logo,” says business strategist Reilly Newman, founder of Motif Brands.