Despite being a relative newcomer, Merit Beauty has quickly secured a spot in make-up bags everywhere. Since arriving in the UK in 2023, the brand has built a reputation for its elevated take on minimalist beauty. Think effortless, buildable formulas housed in chic gold and mahogany-toned packaging, all wrapped up in a sleek, understated aesthetic.
But Merit’s appeal extends beyond make-up. Since launching with just 10 products, the brand has expanded into a tightly curated skincare range and even introduced its first fragrance. Along the way, it’s developed a loyal following, with several products achieving cult status after going viral on social media – including its balmy bronzer, dome-shaped blushes and buildable complexion stick.
