In the last year or so, we’ve seen all things trend toward simplicity and showcasing natural features. After months of lockdowns and stay-at-home orders, microbladed eyebrows, eyelash extensions and the like are no longer at the top of beauty lovers’ list of priorities. One brand recognizing this major shift is MERIT Beauty. Launched earlier this week, MERIT celebrates minimalistic glam through clean, cruelty-free products.
Founded by WhoWhatWear.com co-founder and Versed CEO Katherine Power, it’s no wonder that the brand is taking the industry by storm. MERIT, which is made for life in quarantine, celebrates more simplistic beauty, encouraging users to follow the “less is more” ideology. Offering everything from highlight balms to tinted lip oils, the beauty brand is full of “well-edited essentials that have earned a place on your vanity.”
If you’re looking for simple beauty products that will add a little glow or cover a small blemish while you’re on your third zoom call of the day, then MERIT is for you! Although the brand was born out of the uncertainty of 2020, its approach to natural beauty will stand the test of time.
The Minimalist Perfecting Complexion Stick provides the perfect amount of coverage that’s breathable and will keep your skin on point, while the Flush Balm Cheek Color is a creamy blush that lasts all day long. And the Clean Lash Lengthening Mascara lifts, lengthens and tints lashes without smudging. Paired with MERIT’s other game-changing makeup, these products are all you need for a simple yet gorgeous look.
In line with their holistic approach to clean beauty, MERIT creates products that are safe for the body, skin and planet. In doing so, they’ve removed over 1,328 potentially harmful ingredients from their formulas and are paraben and sulfate-free. Not to mention, each product is housed in packaging that’s recyclable, reusable or biodegradable.
Along with practicing sustainability, MERIT also dedicates itself to giving back to important causes. The brand volunteers and provides donations to Baby2Baby, a non-profit that supports children in poverty in the United States. MERIT also allows customers to make a direct donation to the organization at checkout.
Needless to say, MERIT has redefined the beauty space by encouraging users to embrace their natural beauty through minimalist makeup. And we are so here for it!