Brand Profile
A minimalist makeup line that’s earned loyal fans since it first launched stateside in 2021, Merit Beauty has finally landed on UK shores. While the brand’s clean ethos and pared-back aesthetic have certainly landed it in the spotlight (a legion of celebs from Mandy Moore to Hailey Baldwin have been snapping selfies with their bronzers), what really sets Merit apart is that its products are age inclusive—the brand aims to streamline beauty routines by creating essentials for every stage of life.
The formulas are designed with a natural, “no-makeup makeup” look in mind, and the brand’s founder Katherine is a self-described “ageless beauty advocate” who believes that the best makeup is not masking your skin but rather enhancing it. What’s more, the products are also incredibly easy to use, meaning that they’re perfect for the busy mom or jetsetting traveler who wants to minimize their makeup bag.
All of the brand’s products are cruelty free, vegan, and Leaping Bunny certified. Their packaging is also either recyclable, biodegradable, or made from reusable items. The brand claims to be a clean beauty label but it’s important to note that their definition of clean is much looser than what we’ve come to expect from other brands. They are EU and Clean at Sephora compliant, but that still leaves a large number of ingredients on TNK’s No Thanks list. Merit Beauty Reviews