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.
Sitting somewhere between high-street and luxury price points, Merit isn’t the cheapest brand on the market, which raises the question: is it worth the investment? To find out, I put a selection of the brand’s bestselling make-up and skincare products to the test. Read on for my honest verdict.
Read more: 25 best cheap skincare and make-up picks, according to a beauty writer
The best Merit products for 2026 are:
- Best overall – Merit bronze balm: £27, Meritbeauty.com
- Best blush – Merit flush balm: £26, Meritbeauty.com
- Best mascara – Merit clean lash: £24, Meritbeauty.com
- Best brow product – Merit brow 1990: £21, Meritbeauty.com
- Best fragrance – Merit retrospect l’extrait de parfum: £79, Meritbeauty.com
Read more: The Ordinary’s £5 serum foundation is perfect for a natural finish
Merit bronze balm
Rating: 5/5
Best: bronzer
Shades: 5
Size: 12.4g
Why we love it
- You cannot overapply
- Takes seconds to blend
- Lasts ages
Take note
- Not super pigmented
I really got on with this creamy chubby stick bronzer, so much so it’s now a permanent fixture in my everyday routine. The formula is buttery smooth and blends easily with hands or a brush. Unlike some liquid bronzers I’ve tested, I never experienced a patchy application or any clinging to dry areas or my hair line.
The finish is natural and subtly defining. I tested the second lightest shade ‘clay’, which works to give some colour to my untanned skin. Come the summer, I would probably invest in a shade darker as it offers a more minimalist bronzing effect. Like the flush balm, the product is fool proof and if you want a stronger colour, its effortlessly buildable.
Buy now £27, Meritbeauty.com
Merit the minimalist perfecting complexion stick
Rating: 4/5
Best: foundation
Shades: 30
Size: 6.5g
Why we love it
- Good shade selection
- Light to medium coverage
- Great for travel
Take note
- Clung to my dry patches
Helping to reduce a step in your make-up routine, Merit’s perfecting complexion stick is designed to be a foundation and concealer in one. I found the shade-finding tool spot on when selecting my shade, ‘bisque’.
The chubby stick can be applied all over the skin for full coverage, on redness and blemishes, or under the eyes to brighten. I found the formula to be blendable and buildable, buffing out easily whether using fingers or a make-up brush. Delivering its promise of light to medium coverage, I liked the stick’s subtle glowy finish, which evened my skin as a whole.
I was keen to see how well it covered blemishes and redness. It gently blurred any discolouration while keeping a natural finish – my skin still looked like skin, which I like. Though it didn’t completely cover the purple discolouration under my eyes, it noticeably brightened the area for a more refreshed look.
For me though, the let-down was the finish. As someone who suffers with dry patches from using topical blemish cream, the formula clung to these areas and made them more pronounced. I tested to see if the primer could help improve the texture, but it was the same story.
Once applied, the complexion stick felt lightweight but I did find I needed to set my T-zone. Meanwhile, the creamy product’s staying power is impressive (except on my dry areas), delivering behind a radiant finish without excessive shine.
If you’re after a full coverage foundation this isn’t it but for days where you want to add colour and a smooth base – I’d definitely reach for it if you don’t suffer with extreme dryness. The size makes it perfect for travel, too – it's never leaked, spilled or stained clothes, and with 30 shades, it’s an inclusive product.
Buy now £33, Meritbeauty.com
Merit flush balm
Rating: 4.5/5
Best: blush
Shades: 13
Size: 8.7g
Why we love it
- Beautiful sheer finish
- You can never apply too much
Take note
- Not that pigmented
I fell in love with this blush the moment it was in my possession. The small, domed flush balm is your ticket to an effortless dewy, sun-kissed blush look. You can choose from three categories of shades: the pops, the neutrals, and the classic pinks, which span punchy corals, dusty mauves and taupes to neutral golden browns to suit every skin tone. I tested ‘Beverly Hills’ from the last category, which is a soft peachy pink.
I found this to be a fool-proof product. With its flattering sheer finish, you can never over do it and it blends with a few taps of a finger, leaving a luminous rosy effect. My only note is that the shade I tested isn’t the most pigmented so, while it's a lovely subtle colour, if you’re looking for a punchier pop of colour, beauty editor Louise Whitbread says ‘le bonbon’ shows up as a bright pink.
Buy now £26, Meritbeauty.com
Merit retrospect l’extrait de parfum
Rating: 5/5
Best: fragrance
Shades: N/A
Size: 30ml
Why we love it
- Great staying power
- Elegant bottle
- Suits all times of day and seasons
Take note
- Pricey
Merit Beauty's debut fragrance – ‘retrospect’ – has become one of the brand’s most beloved products, and for good reason. From its presentation in a gorgeous velvet navy box, to its weighty bottle lid, the perfume screams quiet luxury. With a thumb indent, the bottle has been designed to sit comfortably in the palm of your hand and at 60ml, it’s a great size for throwing into your handbag.
The amber-hued fragrance is a highly concentrated extrait de parfum at nearly 30 per cent fragrance oil with top notes of bergamot, pear, ambrette, aldehydes. Meanwhile, its heart is jasmine, rose, rosemary, violet, and there are bottom notes of orris, vanilla, musk, moss. The bottle’s spritz is generous and light, bursting a unique scent onto the skin which I can only describe as a warm musk with a lightness that allows it to be worn from daytime into the evening. It's most definitely a mature and sophisticated scent, which matches the allure of the bottle.
Merit says the perfume has a wear time of more than 12 hours. While it is long wearing, I felt like it lasted more like three or four hours. The scent shortly became one I reached for to elevate an occasion, and one that earned me plenty of compliments. While it’s the most expensive product Merit offers its worth every penny and feels much more expensive than it really is.
Buy now £79, Meritbeauty.com
Merit brush no.1
Rating: 4.5/5
Best: brush
Shades: N/A
Size: One size
Why we love it
- Super versatile
- Easy to clean
Take note
- Best suited to cream products
If there’s a chance to streamline my make-up brush collection, I’m all ears and Merit’s no.1 is the perfect example of a blending brush that can do it all. On first impressions, it’s a smart, small brush with dense bristles, while on the skin, it feels ultra-soft while not losing its buffing power.
I loved using it for every step of my routine, from foundation to bronzer to blush – cream or not, blending each step perfectly. I found its slight angle worked well to give a lifting effect, though as a dense brush it doesn't suit loose powders. Best of all, it's a great size for your handbag.
Buy now £28, Meritbeauty.com
Merit great skin moisturizer
Rating: 4/5
Best: base
Shades: N/A
Size: 50ml
Why we love it
- Lightweight
- Fast-absorbing
Take note
- Not deeply moisturising
Dubbed as a cream that “does it all”, Merit says its great skin moisturiser preps your complexion for make-up, soothes the skin barrier, provides time-release hydration throughout the day, and makes skin feel firmer and more elastic in just one week. Its formula has the brand’s proprietary great skin complex with peptides, spermidine, barrier polysaccharides, oat extract and glycerin for the smoothing properties. Meanwhile, hyaluronic acid brings hydration and biomimetic emulsifiers work to give the skin a blurred skin feel.
Putting all this beauty jargon to the test, I really enjoyed this champagne-coloured moisturiser-come-primer. It applies like a soft veil over the skin, giving a lovely lightweight feel. One to two pumps is definitely enough to cover the face and after it speedily sunk in, my skin felt soft to the touch and firm. I found my make-up was easy to apply after too and it seemed to lasted well throughout the day. However, as I noted in my review of the minimalist stick, the primer wasn’t moisturising enough to stop the foundation from clinging to my dry patches.
Merit advises that you apply make-up or SPF soon after applying the great skin moisturiser before it dries down. It’s also dermatologist-tested, non-comedogenic and fragrance-free, which is all appreciated.
Buy now £34, Meritbeauty.com
Merit brow 1990
Rating: 5/5
Best: brow product
Shades: Taupe, light brown, dark brown, brown-black
Size: 17.8g
Why we love it
- Easy to work with
- Realistic effect
As someone with naturally thick eyebrows, I’ve tended to avoid brow pencils ever since my overfilled-brow phase in my teens. But because this one promises soft, natural-looking fullness rather than a drawn-on effect, I was curious to see whether brow 1990 could change my mind.
There are four shades to choose between, from taupe to brown/black, and the shade I tested was ‘dark brown’. The pencil is very fine which allows precision and glides between hairs well. The brush had just enough grip to really blend out the pencil and get through my thick brows. I found the finish lovely and natural, while it did manage to give my brows a subtly fuller look. I would warn the formula blends out quite intensely so start with less and build up if you need more.
Buy now £21, Meritbeauty.com
Merit shade slick
Rating: 4.5/5
Best: lip product
Shades: 12
Size: 6.5g
Why we love it
- Easy application
- Hydrating
- Nice colour payoff
Take note
- The gloss effect doesn't last that long
If you love a moisturising and glossy lip product that has real colour pay-off, look no further than the Merit Beauty shade slick. I tested the shade ‘Marrakech’, which is a soft peach and among 12 shades to choose from, which all suit a range of skin tones and desired effects. The formula feels like a soft veil on the lips, gently moisturising and lightweight. I tested it alone and with lip liner underneath, which I found helped to seal in.
Don’t be fooled by the small doe-foot applicator. While it may look less substantial than some oversized alternatives, I found it made application far more precise, allowing me to neatly define the lip line and build up the colour exactly where I wanted it. The formula glided on evenly and was easy to layer without feeling sticky or heavy. While the glossy finish naturally faded after a few hours, the tint itself lingered noticeably longer, leaving behind a flattering wash of colour. Even once the shine had worn off, my lips still felt soft and hydrated, making it more comfortable to wear than many gloss-tint hybrids I’ve tried.
Buy now £21, Meritbeauty.com
Merit clean lash
Rating: 5/5
Best: mascara
Shades: Black
Size: 7g
Why we love it
- Easy to remove
- Adds fluttery volume
Take note
- Not very black
Hourglass’s unlocked instant extensions mascara (£34, Spacenk.com) a few months ago, I was keen to see how Merit Beauty’s formula measured up. Thankfully, it didn’t disappoint. My lashes looked noticeably longer, more defined and impressively fluttery, creating a natural, lash-extension effect without a clump in sight. Applied lightly, it delivered just the right amount of length and separation while still looking soft and effortless enough for everyday wear.
To put it through its paces, I wore it on long days in the office, during gym sessions and well into the evening after applying it first thing in the morning. Throughout the day, the impressive length and lift remained intact, with my lashes still looking defined hours later. There was a slight amount of transfer from my lower lashes by the end of the day, but thanks to the tubing formula, it was easy to remove with a quick swipe. Better yet, it comes off effortlessly with cleanser and warm water, avoiding the rubbing and residue often associated with traditional mascaras.
Buy now £24, Meritbeauty.com
Merit day glow
Rating: 4/5
Best: highlighter
Shades: 4
Size: 4g
Why we love it
- Dewy effect
- Applies smoothly
Take note
- Subtle compared to a powder highlighter
Given how subtle the finish is, I can see why Merit describes this as a daytime highlighter. That said, don’t let that put you off reaching for it before an evening out. The micro-fine pearls create a fresh, dewy sheen that catches the light beautifully, giving skin an almost wet-look glow without a hint of glitter or shimmer.
I tested the shade ‘cava’, a soft pink-champagne hue that lives up to its description, imparting a natural luminosity that enhances rather than overwhelms the complexion. There are three other shades available too – a neutral bronze, a soft gold and a rose gold – making it easy to find a match for different skin tones and undertones.
Beyond the glow, the formula is packed with skincare-inspired ingredients. Plant-based squalane sits high on the ingredient list to help hydrate and soften the skin, while a blend of phytosterols and amino acids is designed to support the skin barrier over time, according to the brand. The creamy texture melts seamlessly into the skin, blending effortlessly over both bare skin and foundation without disturbing the layers underneath.
The result is a healthy, lit-from-within radiance rather than a high-impact highlight. If you're after a blinding, mirror-like glow, this probably won't be the product for you. But if you prefer a more natural, skin-enhancing finish that makes you look well-rested and radiant, it's an excellent choice.
Buy now £28, Meritbeauty.com
Merit Beauty great skin double cleanse
Rating: 4.5/5
Best: cleanser
Shades: N/A
Size: 150ml
Why we love it
- Feels hydrating and a thorough cleanse
- No need to double cleanse
Take note
- Not enough to remove black eyeliner
Merit Beauty’s cleanser has a bi-phase formula, which traditionally means it’s a dual-layered skincare product consisting of a water phase and an oil phase that separate when standing and must be shaken before use. Instead of oil, Merit uses lightweight emollients which bring a soft finish to the skin, which is combined with mild oat-derived surfactants that provide a non-stripping cleanse. It also contains polyhydroxy acids (PHA) for gentle exfoliation and plant-derived humectants to help replenish the skin’s hydration.
While I’d usually avoid foaming cleansers, as they can often leave skin feeling tight and stripped, this one pleasantly surprised me. After cleansing, my complexion felt clean, hydrated and comfortably supple rather than dry or squeaky. It made light work of removing both face and eye make-up, and I particularly appreciated that its effective formula eliminated the need for a separate first cleanse. Most make-up melted away in a single step, making it a convenient option for busy evenings. That said, it wasn't quite perfect: when it came to stubborn black eyeliner, I found a small amount of residue remained and required a little extra attention.
Buy now £28, Meritbeauty.com
What is the best Merit product?
My favourite product has to be the bronze balm – effortlessly blendable and buildable, it became my go to bronzer after first use. The fragrance and the mascara also deserve a place in your make-up bag, as does the brow 1990, which I believe offers great value for money. Skincare-wise, my acne-prone skin really got on with the double cleanser, which left my skin feeling sparkling without stripping it.
How I tested Merit Beauty products
For this guide, I tested everything from the brand’s cult products to new arrivals, spanning eyes, lips, complexion, fragrance and skincare. While using the formulas for a solid month, I tested their wear during long office days, nights out and even in the gym. I noted the packaging, colour payoff, staying power, blendability and value for money before bringing you my full, honest review. I took the following critera into consideration during the testing period:
Why you can trust IndyBest reviews
Alice Reynolds is a writer at IndyBest who covers a range of shopping topics and reviews including beauty like putting the K18 hair mask through its paces. When it comes to Merit Beauty products, Alice put them through real-world testing for weeks, so she is well-placed to give a verdict on which ones are worth your money.
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