You might have heard of Merit Beauty, but did you know that you can now get your hands on this clean Californian makeup brand in the UK? Find out more about their minimalist approach to beauty and 5 top picks to try ASAP.

Merit Beauty: the minimalist brand from L.A.

Born in 2021, Merit Beauty is a clean, minimalist beauty brand based in Los Angeles and founded by Katherine Power, a successful entrepreneur known for co-founding the fashion website Who What Wear and the skincare brand Versed.

Merit Beauty was born from the idea that less is more when it comes to makeup. The brand focuses on creating high-quality, clean and versatile products that enhance natural beauty and simplify your makeup routine.

This minimalist approach also means committing to using clean ingredients and minimal packaging that can be recycled.

Merit Beauty's initial launch featured a collection of seven core products designed to create a full, natural-looking makeup look with minimal effort. The hero product among these was the Minimalist Perfecting Complexion Stick, which serves as both a foundation and a concealer.

Since then, the range has been carefully expanded, ensuring that every single product brought out is in line with the minimalist beauty ethos.

Is Merit Beauty cruelty-free and vegan?

Yes, Merit Beauty is 100% cruelty-free and vegan. None of their formulas use animal-derived ingredients and the company is certified by Leaping Bunny.

Can you buy Merit Beauty in the UK?

Great news: Merit Beauty is now available in the UK, exclusively through the brand’s own website.

Discover the full range here.

Five Merit Beauty favourites to try

Great Skin Priming Moisturizer

This fast-absorbing primer delivers time-released hydration throughout the day, ensuring a smooth canvas for makeup that stays put longer.

It is infused with the brand’s exclusive Great Skin™ Complex: a blend of Peptides, Spermidine and barrier polysaccharides that help enhance skin elasticity and firmness, and tone.

The hydrating formula also harnesses the soothing and plumping benefits of Oat extract, Glycerin and Hyaluronic acid.

You guessed it, this is the ultimate, do-it-all pre-makeup primer.

RRP: £40 - Find it here

Brow 1980 Volumizing Pomade

Inspired by the bold brows of the '80s, this pomade is all you need to create fluffy brows with a natural finish and flexible hold.

Not only does it bring colour and shape to the table for perfectly groomed brows, but it also nourishes and conditions them with Vitamin B5.

Plus, the tapered precision brush ensures fail proof application.

RRP: £26 - Find it here

Day Glow Highlighting Balm

This highlighter creates a fresh, dewy glow with a balmy finish that catches the light without any shimmer.

Ultra-fine pearls subtly diffuse light for a soft, illuminated effect, while Squalane locks in moisture and a unique blend of Phytosterols and amino acids works to strengthen the skin's natural barrier.

This is a top pick for those with dry or dehydrated skin.

RRP: £34 - Find it here

Flush Balm Cheek Color

No risk of blush blindness with this cream tint, formulated to effortlessly blend into the skin to deliver a lit-from-within flush.

The secret? Microfine pigment powders within the balm that add a subtle wash of colour while allowing your skin's natural texture to shine through.

Free from any ingredients that could trigger breakouts, it’s a must-have for acne-prone skin.

RRP: £32 - Find it here

Shade Slick Tinted Lip Oil

This range of lip oil is simply *chef’s kiss* and comes in two sightly but equally stunning formulas.

The Classics collection offers a touch of buildable, rich colour, enriched with Shea Butter and nourishing plant oils to deeply nourish and soften your lips.

The Gelées collection features a sheer, cushiony formula that delivers a barely-there finish. With pigments that react to your lips' natural pH and tone, it creates a unique tint for everyone, whilst Squalane ensures to retain moisture for smooth lips all day.

RRP: £26 - Find it here

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