In an era where beauty routines often involve numerous steps and products, Merit Beauty emerges as a refreshing alternative. Founded by Katherine Power in 2021, Merit is a Los Angeles-based brand that champions minimalist, clean, and luxurious beauty products. With a focus on simplicity, quality, and responsible luxury, Merit has quickly garnered a loyal following, including celebrities like Hailey Bieber and Billie Eilish .
Brand Philosophy: Clean, Conscious, and Chic
Responsible Luxury
Merit’s commitment to “responsible luxury” means creating products that are safe for the body, skin, and planet. All products are formulated to meet European Union standards and are free from over 1,300 potentially harmful ingredients, including parabens and sulfates . The brand also partnered with renowned aesthetician Biba de Sousa to eliminate an additional 73 ingredients known to trigger inflammation or acne.
Sustainability Efforts
Merit places a strong emphasis on sustainability. Their products are vegan and cruelty-free, certified by Leaping Bunny. Packaging is designed to minimize environmental impact, utilizing post-consumer recycled materials whenever possible. The Signature Bag, included with every first order, is a reusable, double-lined fabric bag that can be machine-washed, reducing single-use packaging waste .
Product Highlights: Essentials for Effortless Beauty
Merit’s product line is curated to include only the essentials, making beauty routines simpler and more efficient. Here are some standout products:
Complexion
The Minimalist Perfecting Complexion Stick: A versatile foundation and concealer in one, designed for easy application and a natural finish.
Great Skin Instant Glow Serum: A lightweight serum that hydrates and preps the skin, providing a radiant base for makeup.
Cheeks
Flush Balm Cream Blush: A sheer, buildable blush that imparts a healthy, natural-looking flush.
Bronze Balm Sheer Sculpting Bronzer: A creamy bronzer that adds warmth and dimension without shimmer.
Day Glow Highlighting Balm: A dewy highlighter that enhances the skin’s natural glow without glitter.
Eyes
Clean Lash Lengthening Mascara: A tubing mascara that lengthens and defines lashes without smudging.
Brow 1980 Volumizing Pomade: A tinted pomade that shapes and adds volume to brows for a natural look.
Lips
Shade Slick Tinted Lip Oil: A nourishing lip oil that provides a sheer wash of color and shine.
Avant Garde
Signature Lip Lightweight Lipstick: A comfortable, satin-finish lipstick available in a range of flattering shades.
Fragrance
Retrospect L’Extrait de Parfum: Merit’s first foray into fragrance, offering a scent that is thoughtful, vintage-inspired, and modern .
Market Presence and Growth
Since its launch, Merit has experienced significant growth. The brand achieved $100 million in retail sales in 2023 and continues to expand its presence, including an exclusive partnership with Sephora in the UK . Merit’s appeal spans generations, with a customer retention rate of around 40% in the US and 38% in the UK.
Merit Beauty stands out in the crowded beauty market by offering a curated selection of high-quality, clean, and sustainable products. Its commitment to responsible luxury and minimalist aesthetics resonates with consumers seeking simplicity without compromising on performance or ethics. Whether you’re a beauty minimalist or someone looking to streamline your routine, Merit provides the essentials to enhance your natural beauty effortlessly.
For more information and to explore their product range, visit Merit Beauty’s official website.
