Merit Beauty, a brand reminiscent of Glossier but with a more mature twist, has been making waves in the Australian beauty scene since its launch in 2024. With a limited but carefully curated product range and a focus on clean, vegan, and cruelty-free formulations, Merit has garnered a loyal following for its ‘You but better’ approach to makeup.
Founded in New York by Katherine Power of Who What Wear, Merit debuted in 2021 with a concise lineup of seven products designed to simplify beauty routines. The brand’s ethos revolves around creating high-quality, versatile products that enhance natural beauty without overwhelming the skin.
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What sets Merit apart is its commitment to creating products that are not only easy to use but also deliver consistent results. The brand’s emphasis on simplicity and functionality resonates with consumers seeking effortless yet polished makeup looks for everyday wear.
Merit’s target demographic is individuals who prefer a more natural makeup aesthetic and value products that offer subtle enhancements rather than full coverage. The brand’s versatile product range caters to a diverse audience, with inclusive shade options that complement various skin tones.
Among Merit’s standout products is the Flush Balm Cheek Colour, a multi-use cream blush available in an array of shades suitable for all skin tones. The lightweight formula blends seamlessly into the skin, providing a natural flush that can be easily built up for a more intense look.
Another popular offering is The Uniform Tinted Mineral Sunscreen SPF 45, which offers broad-spectrum protection with minimal white cast. This innovative sunscreen features a proprietary pigment dispersion technology that ensures a comfortable and effective application.
Retrospect L’Extrait de Parfum, Merit’s signature fragrance, embodies the brand’s sophisticated and timeless aesthetic. With a unique blend of notes that exude elegance and refinement, this fragrance is designed to appeal to individuals seeking a classic scent that transcends trends.
Merit’s product range also includes the Signature Lip Liner, The Minimalist Perfecting Complexion Stick, Clean Lash Mascara, Shade Slick Lip Oils, Solo Shadow Matte Eye Color, and Day Glow Highlighting Balm. Each product is carefully formulated to deliver effortless application and long-lasting results.
While Merit has garnered praise for its innovative approach to beauty, there are a few products that may not suit every consumer’s preferences. The Great Skin Duo, Bronze Balm, Brow 1980 Volumising Pomade, and Shade Slick ‘The Gelées’ are among the offerings that may require careful consideration before purchase.
Despite its online-only presence in Australia, Merit continues to attract a dedicated following of beauty enthusiasts drawn to its minimalist yet effective products. As the brand expands its reach globally, it remains committed to providing consumers with accessible, high-quality beauty solutions that align with their lifestyle and values.
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