Say hello to Merit Beauty, the buzzy new brand soon to take over your makeup bag

Marriska Fernandes
·4-min read

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Buzzy new brand Merit Beauty is here to revolutionize your makeup routine.  Image via Instagram/Merit.
Buzzy new brand Merit Beauty is here to revolutionize your makeup routine. Image via Instagram/Merit.

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Merit Beauty may be new, but it’s already making a splash within the world of beauty. The brainchild of Katherine Power, founder of both Who What Wear and Versed Skincare, think of the brand as your one-stop shop for creating looks that are equal parts simple and sophisticated.

With a focus on quality ingredients and a holistic approach to clean beauty, all Merit products are EU-Compliant, which means they are free from 1328 potentially harmful ingredients in their formulas. They are also vegan and cruelty-free, and their shipment packaging is either recyclable, reusable or completely biodegradable.

The brand has quickly become an online phenomenon not only for its luxury products that look effortless on the skin, but for also being effortless in their application — ideal for those who are not big on makeup, and just want a bit of colour to get ready for those countless Zoom meetings.

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Merit's debut collection is made up of seven hero products that are "impossible to mess up," and are designed to help you perfect your makeup routine in just five minutes. The must-haves include a complexion stick, a blending brush, an eyebrow pomade, a cream blush, a balm highlighter, a mascara and a lip tint.

The well-edited essentials are sure to streamline your morning routine, and are available to shop now at Merit Beauty if you plan to give them a try.

The Minimalist

The Minimalist. Image via Merit Beauty
The Minimalist. Image via Merit Beauty

The star product in Merit Beauty’s lineup is The Minimalist, a perfecting complexion stick. It's billed as neither a foundation or concealer, but it’ll replace both in your makeup bag. The stick is a lightweight, hydrating formula and offers light-to-medium coverage. As of its launch there are only 20 shades available, but we'd love to see more variety in order to cater to a wider range of skin tones.

SHOP IT: Merit Beauty, $49

Flush Balm

Flush Balm. Image via Merit Beauty
Flush Balm. Image via Merit Beauty

As its name implies, this creamy blush formula can be used to can dab on a hint of translucent colour, or build up to a stronger flush. Microfine pigment powders adds a hint of colour without covering up the skin and vitamin E helps to condition the skin. Available in five shades that are suitable for all skin tones.

SHOP IT: Merit Beauty, $36

Day Glow

Day Glow. Image via Merit Beauty
Day Glow. Image via Merit Beauty

This moisturizing and highlighting balm gives skin a dewy glow without sparkle or extra sheen. There are two shades to get your glow on: Cava, a champagne shade, and Bounce, a glowy rose gold colour. The vitamin-rich balm is formulated with plant-based squalane to lock in hydration, olive fruit oil to nourish the skin and amino acids to help minimize moisture loss.

SHOP IT: Merit Beauty, $39

Shade Slick

Shade Slick. Image via Merit Beauty
Shade Slick. Image via Merit Beauty

This lip tint is a combination of a lip oil and a light lip stain, infused with rosehip oil, shea butter, grapeseed oil and jojoba oil to soften and condition lips with a sheer wash of colour. Choose from four versatile shades: Au Naturel, a warm crème, Marrakech, a soft peach, Pink Beet, a cool pink and Sangria, deep berry.

SHOP IT: Merit Beauty, $31

Clean Lash

Clean Lash. Image via Merit Beauty
Clean Lash. Image via Merit Beauty

For those looking for length and definition, look no further than this sleek mascara. Fatty acids and olive oil condition the lashes and adds shine, while a unique tubing formula lifts and lengthens even the tiniest of lashes.

SHOP IT: Merit Beauty, $34

Brow 1980

Brow 1980. Image via Merit Beauty
Brow 1980. Image via Merit Beauty

This brow pomade is a nod to the brows of the ‘80s, aiming for voluminous, fluffy arches. The mineral-based formula allows you to achieve flexible, all-day hold, and it also includes kaolin clay and mineral pigments for natural-looking colour. It’s available in three shades: blond, brown and soft black.

SHOP IT: Merit Beauty, $31

Brush No.1

Brush No.1. Image via Merit Beauty
Brush No.1. Image via Merit Beauty

This blending brush softly blends complexion products and are made using extra soft with vegan bristles to remain gentle on skin.

SHOP IT: Merit Beauty, $39

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