Merit Beauty has become a significant player in the clean beauty movement, offering a minimalist approach that is reshaping how we think about makeup. Emphasizing a natural, effortless aesthetic, the brand appeals particularly to those seeking a simpler, more polished look, especially for individuals over 30. With a focus on quality, efficiency, and a minimalist philosophy, Merit is capturing the attention of beauty enthusiasts worldwide.
Founded in January 2021 by Katherine Power—also the founder of skincare brand Versed, fashion brand Who What Wear, and Avaline wine, which she co-founded with actress Cameron Diaz—Merit is marketed as the “antidote to the overwhelming world of beauty.” The brand’s products are designed to simplify daily routines, featuring easy-to-use, foolproof formulations that are vegan, cruelty-free, fragrance-free, and suitable for sensitive or acne-prone skin.
Merit Beauty is also known for its thoughtfully curated makeup sets, which provide an easy way to embrace the clean-girl aesthetic. While products can be purchased individually, the sets offer a convenient starting point for those looking to overhaul their makeup collection. Notable core sets include The Five Minute Morning, The Weekday Set, The Complexion Set, and The Great Skin Duo Set.
Among the brand’s best-selling products is the Five Minute Morning set, priced at £154. This set includes seven products, with the option to choose shades tailored to individual needs.
Top Products to Know:
The Minimalist (£33) – A complexion stick that serves as both foundation and concealer, offering seamless coverage.
Flush Balm (£26) – A cream blush that blends effortlessly into the skin for a natural, all-day flush of color.
Shade Slick (£21) – A tinted lip oil that provides a moisturizing pop of color for healthy, hydrated lips.
Brush No. 1 (£28) – A blending brush designed to seamlessly blend complexion products for a flawless finish.
Day Glow (£28) – A highlighting balm that delivers a dewy, subtle glow without the sparkle.
Clean Lash (£23) – A lengthening mascara that lifts and defines lashes without smudging.
Brow 1980 (£21) – A volumizing pomade for soft, fluffy brows with a natural finish.
Purchasing these items individually would cost £180, but the Five Minute Morning set offers a £26 discount, making it a great deal for those looking to build a clean-beauty routine.
Shoppers have been enthusiastic about the brand’s offerings. One reviewer commented, “I AM OBSESSED! This is one of the best things I have ever tried!” Another praised the Flush Balm, noting, “Easy application and stays put all day. I chose the shade Cheeky, which is the perfect neutral— not too pink and not too dramatic.”
For those seeking a fresh, minimalist approach to beauty, Merit offers a straightforward path to effortlessly glowing skin. With its high-quality, clean formulations, the brand is making waves in the beauty world—one simple, effective product at a time.
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