A minimalist makeup brand that’s gaining a ton of hype since it launched stateside in 2021, Merit Beauty has recently hit the UK shores and is already winning a legion of celebrity fans (Mandy Moore, Cameron Diaz, Bella Hadid, and more have been seen on Instagram with the brand’s cult-favourite bronzer and tinted lip oil). It’s all down to its minimal aesthetic and approach to yummy formulas packed with nourishing vegan ingredients that promise to leave you looking like your best natural self.
Founder Katherine Power was determined to develop a line that could meet the needs of all ages, not just the Gen Z and millennial crowds. She took her time to develop each product (it took over three years to perfect the complexion stick alone), and has worked hard to ensure that the label is actually a true clean beauty brand. The formulas are EU-compliant, paraben-free, sulfate-free, and free of artificial fragrance. They also partnered with Hollywood master esthetician Biba de Sousa to make sure their complexion products work for all skin types and are safe for acne-prone skin. This included eliminating 73 clean but potentially acne-triggering ingredients.
The brand carries full coverage makeup for the complexion, cheeks, eyes, lips, and two brushes, as well as skincare that includes a lightweight serum that plumps and hydrates with four types of hyaluronic acid, and a cleanser with niacinamide to brighten. Plus, all of their packaging is either recycled or reusable and the company is cruelty-free and Leaping Bunny certified. Merit Beauty Review