Meet Merit Beauty: The Clean Makeup Brand Everyone’s Obsessed With

Ready to simplify your beauty game without sacrificing that luxury feel? We've tried Merit Beauty's entire lineup, and honestly, we can't stop talking about it around the R&S offices. This Los Angeles-based brand has cracked the code on clean, minimalist beauty that actually works—and doesn't require a second mortgage to afford.

Merit's curated collection of makeup, skincare, fragrance, and beauty tools is perfect for anyone who wants that effortless, elevated look without spending hours in front of the mirror. Know what we mean? Those mornings when you want to look put-together but only have five minutes to spare, Merit's got you covered.

We're always on the hunt for brands that can streamline your routine with innovative, high-end products that deliver real results. Below, we'll share everything you need to know about Merit, from their inspiring origin story to the products we literally can't live without.

Meet Merit: Where Minimalism Meets Modern Glam

Think of Merit as the sophisticated older sister of your favorite clean beauty brands—it's what happens when luxury meets practicality, and we're totally here for it. This prestige clean beauty brand is designed for people who want to create that polished, everyday look without any of the fuss or guesswork.

Merit's philosophy is pretty genius when you think about it: fewer, better makeup essentials that enhance your natural good looks instead of covering them up. We're talking clean, cruelty-free beauty with a less-is-more approach that prioritizes quality, skin-friendly ingredients, and gorgeous high-end packaging. The brand positions itself as a sustainable "Glossier for grown-ups” and honestly, that comparison is spot-on.

What sets Merit apart from other clean beauty brands? They've swapped out the typical millennial pink aesthetic for a classic gold palette that screams sophisticated and contemporary. Plus, despite their commitment to high-quality ingredients and luxe presentation, Merit's products clock in at about 30% lower than similar clean or luxury beauty offerings. It's giving us accessible luxury vibes, and we promise you don't have to hand over all your money to look expensive.

Merit's ideal customer? Think pragmatic yet fashion-forward women who have a taste for the good life. We're talking about professional, pulled-together, sophisticated women ages 25 and up who want to look effortlessly polished without spending their entire morning getting ready.

The Merit Story: From Fashion Media to Beauty Empire

Here's where things get really interesting: Merit's origin story is basically a masterclass in solving your own problem and turning it into a business empire. The brand was founded by Katherine Power, a serial entrepreneur who already had some serious wins under her belt (she co-founded Who What Wear and Versed Skin, if those names ring a bell).

Power recognized something we've all experienced: women wanted luxurious, easy-to-use makeup for daily wear, but the market was either too complicated or too basic. To simplify her own personal makeup routine, she created a line of seven "impossible-to-mess-up products" that could deliver that polished look in five minutes flat. Smart, right?

Merit officially launched in January 2021 to consumers in North America and Europe, and Power's vision was clear from the start: reimagine luxury beauty by making it well-edited, accessible, and healthier than traditional alternatives. She wanted to reduce the number of steps it takes to look your best while enhancing what you already have naturally.

The brand became popular through a strategic approach that combined direct-to-consumer sales through their website with an exclusive arrangement with Sephora. Power drew from her extensive experience working in fashion media to develop Merit's marketing strategy, leveraging her relationships with forward-thinking consumers and celebrities. It's giving us insider knowledge, and we love to see a founder who knows how to work her network.

What really sealed the deal for Merit's success? They understood their audience perfectly: grown-up Millennials who wanted sophistication without the fuss, luxury without the overwhelm, and quality without breaking the bank.

The Merit Mood: What Makes It Feel So Chic

Merit Beauty has an upscale aesthetic with a relaxed, easygoing vibe. Its sleek, minimal packaging features matte, neutral tones, soft-touch finishes, and elegant gold accents that can please the most discerning customers. Merit’s creators collaborate with fashion icons like Grace Coddington and Proenza Schouler and newcomers like Completedworks while placing a subtle emphasis on releasing simple, clean, elevated designs and formulas that deliver a natural yet polished look in minutes. 

The brand provides an antidote to product overload and overwhelming makeup routines by delivering beautiful, desirable cosmetics people can use every day. If you appreciate a great capsule wardrobe, skinimalism, and quiet glamor, you’re sure to enjoy Merit’s offerings.

What You’ll Find on the Virtual Shelf

When it comes to looking lovely without hassle, you’ll find that Merit has all the essentials, with a selection of versatile, high-quality cosmetics, skincare, perfume, and tools that can serve all your needs. Think stick foundation, primer, and tinted sunscreen to enhance your complexion, plus blush, highlighter, and bronzer to brighten your cheeks. Merit’s mascara, brow gel, and eyeshadows will make your eyes pop, and its tinted lip oils and lipsticks will boost your pout with hydrating color. 

Since healthy skin is the key to any great clean beauty look, don’t sleep on Merit’s Great Skin Instant Glow serum—its niacinamide-infused formula works as a makeup base and gives you smooth, plump skin instantly. To create a refined look, try out Merit’s Blending Brush No. 1 and up the ante with their signature perfume, Retrospect, a delicious and soft blend of pear, bergamot, and jasmine.

What Everyone’s Talking About: Bestsellers & Fan Favorites

Merit’s most popular products are beloved by celebrities, influencers, and stylish women everywhere. 

Some of their most iconic offerings are:

• The Minimalist Perfecting Complexion Stick: This versatile makeup stick is a foundation and concealer in one for women of all ages. Celebrities like Demi Moore, Cameron Diaz, and Martha Stewart love its buildable coverage.
• Flush Balm Cream Blush: Packaged as a gold-framed, rosy orb, this blendable, vitamin E-rich skin tint provides a natural-looking glow. Hilary Duff and Sarah Jessica Parker are big fans.
• Shade Slick Tinted Lip Oil: When you want to brighten your lips with lightweight, moisturizing color, choose this grapeseed oil and jojoba oil-infused formulation. Its shine and longevity make it a standout.
• Clean Lash Mascara: If you’re looking for a mascara with Allure Best of Beauty Award cred, this one’s got it! The smooth, non-toxic formula lifts, separates, coats, and defines each lash without smudging.
• Great Skin Instant Glow Serum: People who want luminous skin or a hydrating base for makeup will love Merit’s Instant Glow Serum. Greta Lee and Padma Lakshmi love this product’s ability to give their complexion a natural radiance.
• Day Glow Highlighting Balm: TikTok makeup artist Jeffree Star praised this highlighter as a “star” product, noting that it’s “very glassy, very pretty looking.” Not to name-drop, but Billie Eilish likes it, too.

Luxury Without the Guilt Trip: What Merit Costs

Here's the thing about Merit's pricing, it's positioned perfectly in that sweet spot where luxury meets accessibility, and we're totally here for it. If you've been feeling like high-end beauty products are completely out of reach, Merit might just change your mind about what "affordable luxury" can look like.

Merit's individual products range from $24 to $48, which puts them right in that accessible luxury zone. Sure, they cost more than your drugstore picks, but here's why we think they're absolutely worth the investment: the smooth textures, fool-proof application, and clean ingredients deliver results that rival traditional luxury brands costing way more.

Want to get the most bang for your buck? Here’s how we save at Merit:

• Bundle deals and starter sets make the products even more accessible
• Merit's core collection (those seven "impossible-to-mess-up" products) totals around $176 for a complete face look
• Sales and coupons pop up regularly for additional savings, and our collection of Merit Beauty discount codes is always available to help you get a deal.

Think about it this way: you're getting all-occasion, skin-loving makeup that literally declutters your entire routine. The quality matches traditional luxury brands, but Merit's curated selection means you're not paying for products you'll never use. It's luxury without the overwhelm, and honestly, $176 for a complete routine that works for everything from Zoom calls to date nights? That's a perfectly reasonable investment in looking effortlessly put-together every single day.

If You Like Merit, You Might Also Love…

Everyone has their own unique taste in makeup, and fortunately, there are plenty of exciting options on the market. 

If you’re looking for covetable, clean beauty options like Merit Beauty, check out these brands:

• Saie:
  This clean, community-focused beauty brand offers sustainable, healthy, high-performance makeup that enhances your complexion with nourishing, vegan, and cruelty-free ingredients for a natural-looking finish.
• Glossier:
  Famous for its "Skin First. Makeup Second." approach, Glossier’s pink-packaged skincare and cosmetics are designed to make everyone look good. This Gen-Z favorite is known for its strong identity, cult following, inclusive marketing, and digital-first approach to community engagement.
• Westman Atelier:
  Founded by celebrity makeup artist Gucci Westman, this clean, high-performance beauty line features conscious formulations with safe, skin-nourishing ingredients and luxurious, refillable packaging. The company prioritizes quality products, responsible sourcing, and attention to every detail.
• Ilia:
  This brand's clean, skin-friendly cosmetics are infused with nourishing, protective ingredients and free of harmful irritants like gluten, talc, and parabens. The brand uses recycled and renewable materials in its packaging to house its makeup, which has a luxurious feel and long-lasting finish.
• Kosas:
  Known for gentle, clean beauty products that are comfortable to wear, this brand avoids using irritating ingredients like silicones, fragrance, and parabens. These offerings are dermatologist-tested and suitable for sensitive skin, non-comedogenic, vegan, and cruelty-free.

The Final Swipe: Is Merit Beauty Worth It?

When you're looking for a beauty brand that has everything you need to look great in a flash, Merit should be your go-to. We think Merit's commitment to form, function, sustainability, and ease makes its edited collection a worthwhile investment you'll love. The brand delivers on its promise of luxury without the fuss, you're getting professional-quality results without needing professional-level skills. Plus, at roughly 30% less than comparable luxury brands, Merit proves you don't have to choose between quality and affordability.