If you’re a fan of a simple makeup routine that gives you a natural-looking glow, Merit Beauty is for you. The brand was developed by Katherine Power (who you might know as the cofounder of Who What Wear and affordable skin-care line Versed) to create a curated minimalist makeup collection of high-performing clean products that will make you look like your best “natural” self. It carries just nine products and two brushes, and many come in stick form that makes it easy to take with you on trips. The brand carries complexion, cheek, lip, and eye products.
The brand uses nourishing plant-based ingredients to help keep the skin healthy and looking naturally radiant. It is also cruelty-free, vegan and certified by Leaping Bunny. They work with celebrity master esthetician Biba de Sousa to publish a list of ingredients to avoid and have worked hard to eliminate as much virgin plastic from their products and packaging as possible.
Whereas other beauty brands might be busy contorting themselves to meet the needs of Gen Z or Millennials, Merit is age-inclusive, with both Hailey Baldwin and Michelle Pfeiffer among its loyal fans. Its streamlined product lineup and sleek, pared-back branding is perfect for women of any age. Our minimalist-makeup-loving beauty writer has been a fan since the line landed in the UK, and it’s easy to see why. Merit Beauty Review