Founded by Katherine Power, Merit Beauty is a clean, vegan, and minimalist beauty brand that's all about streamlining your routine without compromising on quality. From multi-use balms to sheer-but-effective complexion products, Merit has become a go-to for beauty lovers who want elevated simplicity and skin that still looks like skin.
With a commitment to EU clean standards, cruelty-free formulas, and sustainability-driven packaging (recyclable + FSC-certified), Merit stands out not just for its aesthetics but also its ethics. It’s earned cult status on both TikTok vanities and Instagram flatlays for good reason.
Why We Love Merit
Merit is everything we love in a beauty brand—effortless, clean, and rooted in purpose. The brand brings a fresh, elevated take on minimalism. Its curated collection helps simplify your routine without sacrificing performance, making it ideal for busy mornings, makeup minimalists, or anyone who just wants great skin and good vibes. Every product is vegan, cruelty-free, and formulated to meet Europe’s strict clean beauty standards. Even better? Merit’s packaging is as responsible as it is chic: think recyclable, reusable, and FSC-certified boxes, all shipped carbon-neutral. It’s the kind of brand that not only respects your face but also the planet—and that’s why we keep coming back.
The Standout Products
Five Minute Morning
The Five Minute Morning set is Merit’s answer to rushed routines—seven clean beauty essentials designed to simplify your mornings without sacrificing your glow. It’s everything you need for a natural, polished look in under five minutes.
This set completely changed how I do makeup. I used to spend 20 minutes in front of the mirror—now it takes five, and I actually look better. The products are lightweight, blend beautifully, and give me that effortless glow I’ve always wanted.
Flush Balm
Merit’s Flush Balm is the dewy cheek tint that melts into skin like a dream. With buildable pigment and a lightweight, balmy texture, it gives you that soft, healthy flush—no brushes or blending skills required.
This is my holy grail blush. It looks like a natural flush, not makeup. I just swipe it on with my fingers and go—no mirror needed. The glow is unreal.
Clean Lash
Clean Lash is Merit’s tubing mascara that lifts, lengthens, and defines—without clumps, flakes, or smudging. It’s gentle on sensitive eyes and slides off with just warm water. Effortless lashes, every time.
This mascara gives me the most natural, fluttery lashes. It stays put all day but comes off like magic at night. No raccoon eyes, no harsh rubbing—just clean, pretty lashes.
The Uniform
The Uniform is Merit’s curated capsule of everyday makeup—featuring five essentials to create their signature minimalist look. Think radiant skin, soft color, and effortless polish in just a few steps.
The Uniform takes the guesswork out of getting ready. It’s foolproof, flattering, and makes me feel put-together with zero effort. It’s like a personal makeup stylist in a bag.
Final Thoughts
Merit Beauty is the answer for anyone tired of 12-step routines and just wants products that work effortlessly. With an emphasis on clean ingredients, wearable shades, and chic packaging, this brand doesn’t just talk about minimalism, it embodies it.
Whether you’re a beauty newbie or a product junkie on a decluttering kick, Merit delivers high performance with low maintenance. And with sustainability, transparency, and female empowerment baked into its brand DNA, we’re giving it our near-perfect TSS score.,
