Take it from a beauty editor who currently has around 1000 beauty products in his apartment – it's extremely exciting and quite frankly quite rare for a new makeup brand to deliver justeverything You could ever want from a smartly put together routine. It's 2021 and we are over misleading marketing, ineffective formulas, and anything that can poison our bodies or the earth. Suffice it to say that any new makeup brand that comes our way this year has to be extraordinary – smart, durable, beautiful, clean, and strategically minimalist.
Enter Merit, the very first makeup brand that eventually formulaically checks every single box while looking chic and aesthetically refined. To put it very clearly, Merit is the disruption the beauty room has been waiting for, and our guess is that you will love it as much as we do.
As CEO of Who What Wear, Versed and now Merit, Katherine Power was conscious and focused in creating the brand. Merit takes a pared-down, minimalist approach to beauty and prioritizes "well-crafted essentials that deserve a place" your vanity. "(You can read their informative letter about the brand and their mission here.)
""Beauty and self care have peaked, a saturated market with products coming out every few days pallets of 50 colors when we Use only two and always more supplements the list of what it takes to look your best"The brand is described in a press release."This year we rolled back. We learned that we don't need much. We're used to bare nails, natural hair, and days without makeup. We indulge in comfort and minimalism and brands that do more with less. Merit was created to reinterpret luxury beauties by making it well edited, holistic and accessible. We focus on responsible luxury and develop products that are safe for the body, skin and planet. "
Here's what you can expect from the range of products: a multitasking complexion stick that doubles as a base and / or concealer; a fluffy soft brush that makes seamless blending a breeze; a pigment-rich lip oil that is divinely smooth and buttery to the touch, a mild blush that spices up your complexion with moisturizing, easy-to-wear colors; a voluminous brow pomade that delivers the perfect balance of fluffiness, volume and definition; a clean, smooth mascara that offers uncompromising lift, length and flutter; And last but not least, a meaty highlighter that is believably moist and not sparkling disco technology. In addition, each formula is designed to be good for your body, your skin, and the earth. Everything that bears the gold-plated name of Merit is EU-compliant, dermatologically tested, approved by the facial doctor, vegan, free from cruelty and free from parabens, sulfates, artificial fragrances and much more. You can also expect FSC-certified cardboard boxes and 100% recyclable shipping packaging.
We can't wait for you to try our new sister makeup line for yourself. To celebrate today's launch, we asked 13 Who What Wear editors to snap a picture of their custom five-minute Merit face. See what the products look like in different colors below, and you can also buy any editor's must-have hero product. (You'd better think picking just one was tough!) Keep scrolling – we're sharing all of our editor-approved merit tips right in front of you.
Kat wears: The Minimalist Perfecting Complexion Stick made of linen, Flush Balm Cheek Color in Beverly Hills, Day Glow Balmy Highlighter in Bounce, Shade Slick Tinted Lip Oil in Sangria, Clean Lashing Mascara, Brow 1980 Volumizing Pomade in black / brown. Hero Product: I didn't expect Brush # 1 to be my favorite pick as I've never used a brush regularly, but this one converted me. It gives me a much more seamless look than just blending with my fingers, making my skin look like the best version of myself and you can't see where I put makeup on. It also helps that it is so fluffy and soft.
Erin wears: The Minimalist Perfecting Complexion Stick in Ecru, Flush Balm Cheeky Color, Day Glow Balmy Highlighter in Cava, Shade Slick-tinted lip oil in Pink Beet, Clean Lash Extending Mascara, Brow 1980 Volumizing Pomade in Blonde. Hero product: I'm obsessed with the Minimalist Perfecting Complexion Stick. It polishes, blends, and melts into the skin so seamlessly and, unlike so many foundations or concealers, it always looks better the longer you wear it. At the end of the day it still looks fresh – I usually wear my makeup for a full 10 hours and by the 10th hour there were still no wrinkles. A little goes a long way, and I love using a pencil that is a little darker (ocher) than the color I use for my entire face as an outline and a pencil that is a shade or two lighter (linen) , rather than concealer. The formula itself is super buildable, but retains its velvety, semi-matte finish (without getting greasy or cakey) no matter how many layers you add in. This stuff is selfie heaven and just right for anyone looking to improve their complexion with a glowing, natural-looking cover in under three minutes.
Courtney's clothing: The minimalist, perfecting complexion pencil in amber and sepia, Flush Balm Cheek Color in a raspberry beret, Day Glow Balmy Highlighter in Bounce, Shade Slick Tinted Lip Oil in Sangria, Clean Lash Lengthening Mascara, Brow 1980 Volumizing Pomade in black / brown. Hero Product: There's nothing like a good highlight, but getting the perfect "internally lit" glow is harder than it seems. If, like me, you prefer a healthy and hydrated look, you want a product that adds a subtle glow and doesn't leave you with a thick, shimmery streak on your cheeks. Merit & # 39; s Day Glow Balmy highlighter hits the mark. It's light and buildable, but leaves just enough shiny gold pigment to catch the light.
Sarah's clothes: The minimalist, perfecting complexion pencil made of linen, Flush Balm cheek color in Cheeky, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Sangria, Clean Lash Lengthening Mascara, Brow 1980 Volumizing Pomade in black / brown. Hero product: I am a fan of foundation sticks because they are so easy to use. So I was very excited when I saw that Merit had the Minimalist Perfecting Complexion Stick in their range. It goes on so smoothly and is easy to mix. I don't like thick, heavy foundations and this was just the right amount of cover for me. It felt light but also covered blemishes and redness. It left a nice, natural look that wasn't crusted at all. And I really didn't need a ton of product – just a couple of swipes on my forehead, cheeks, nose and chin.
Jasmine's clothes: Flush Balm Cheek Color in terracotta, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Sangria, Clean Lash Extending Mascara, Brow 1980 Volumizing Pomade in brown. Hero Product: I've always wanted to have a minimal makeup routine – I prefer to complement some of my favorite features (including my brows). I've tried everything from hyped eyebrow products to gels and waxes, and Merits Brow 1980 Volumizing Pomade is a new favorite. I've found most tinted brow colors to be intrusive and too dark when it comes to application. However, this is not the case with Merit. The brown shade is light enough that you don't look like you've put a whole crayon in your face, but dark enough to really do what you have. For anyone looking for the easiest way to highlight your eyebrows that still look natural, look no further.
Kristen wears: The Minimalist Perfecting Complexion Stick in Ocher, Flush Balm Cheeky Cheeky, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Au Natural, Clean Lash-Lengthening Mascara, Brow 1980 Volumizing Pomade in brown. Hero Product: Even if I have a pretty bare face, I always focus on my brows, so a great brow gel is a must. I've tried many formulas over the years, but Merits Brow 1980 Volumizing Pomade is one that stands out from the rest. The volumizing effect gives my eyebrows an instant fullness that lasts for hours.
Allyson's comfort: The minimalist, perfecting complexion pencil made of silk, Flush Balm cheek color in Cheeky, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Au Natural, Clean Lashes Extending Mascara, Brow 1980 Volumizing Pomade in brown. Hero Product: I've tried many cream blushes and I usually find something wrong with them. The most important thing is that they don't last until the end of the day. Not so with Merits Flush Balm Cheek Color. First, it's so easy to blend and look natural, with the perfect amount of pigment. And it miraculously stays from morning to night – I'm not fooling you. I went with Cheeky which makes you look like you just had to jog in the winter.
Indya wears: the minimalist perfecting complexion pencil in chestnut and tiger's eye, Flush Balm Cheek Color in raspberry beret, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Marrakech, Clean Lash Lengthing Mascara, Brow 1980 Volumizing Pomade in brown. Hero Product: A year ago, my daily makeup routine was about 15 steps and over 20 products. From the primer to the finishing powder, I didn't miss a single step. But now I'm lucky if I can get a concealer on. My current priority is to streamline my entire makeup collection, meaning I focus on products that serve multiple functions, rather than just one. Merits Shade Slick Tinted Lip Oil is like a super trio in one: the pigment grabs a punch like a lipstick, nourishes like a lip balm and shines like a gloss. When I wiped it over my lips for the first time, I couldn't get over the buttery smooth consistency. (I had to resist the urge to keep rubbing my lips together throughout the day.) Sticky lip glosses are a huge hassle for me too, so I'm glad to have found an alternative that still has that glossy finish without the sticky feel confers.
Anna wears: The Minimalist Perfecting Complexion Stick in Dune, Flush Balm Cheeky Cheeky, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Sangria, Clean Lashing Mascara, Brow 1980 Volumizing Pomade in black / brown. Hero Product: Merits Flush Balm Cheek Color has quickly become one of my favorite makeup products. I found it super easy to use straight away – the rich cream formula is very mixable and gives a naturally moist, hydrated look. While it's technically a balm, I love to play with other methods of applying it and have dabbed some on my eyelids and even used it as a lip color to create a cohesive makeup look.
Erin wears: the minimalist, perfecting complexion pencil made of silk, the Day Glow Balmy Highlighter in Cava, the Shade Slick Tinted Lip Oil in Pink Beet and the mascara to lengthen the lashes. Hero Product: I'm very minimalist when it comes to makeup, but the only thing I like to experiment with is the lip color. I have pale skin and red hair, and the Pink Beet shade of Merits Shade Slick Tinted Lip Oil is the perfect, effortless color for me. It looks like a super natural but improved version of me. I would absolutely wear it every day. I also want to scream out the Silk Minimalist Perfecting Complexion Stick because I have multiple pimples and post-acne markings around my chin that are very well covered up.
Judith's clothes: The minimalist, perfecting complexion pencil in sand, Flush Balm cheek color in terracotta, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted lip oil in Au Natural, mascara to lengthen the lashes, Brow 1980 Volumizing Pomade in black / brown. Hero Product: I live for a damp glow, and Merits Day Glow Balmy Highlighter is one of my new favorite highlighter to achieve one. The soft, structured stick glides onto the skin like butter and is easy to wear over the foundation or on bare skin. The best part about it is that it looks so natural and gives off just the right amount of sheen and shimmer on my cheek and forehead bones.
Lauren wears: The Minimalist Perfecting Complexion Stick made of linen, Flush Balm Cheek Color in Beverly Hills, Day Glow Balmy Highlighter in Cava, Mascara to lengthen the lashes, Brow 1980 Volumizing Pomade in Brown. Hero Product: I'm very picky about my brows. They have a nice natural shape so all I usually need is a quick pencil to fill in any gaps and a good brow gel. I've tried so many attempts over the years and Merits Brow 1980 Volumizing Pomade is the only one that actually holds my brows in place and adds just the right amount of color without feeling like I went over the top.
Yusra wears: Flush Balm Cheek Color in Cheeky, Day Glow Balmy Highlighter in Cava, Shade Slick Tinted Lip Oil in Marrakech, Clean Lash Lengthing Mascara, Brow 1980 Volumizing Pomade in black / brown. Hero product: I've never been one for highlights, but Merits Day Glow Balmy Highlighter gives such a subtle sheen that is perfectly reflected in the sunlight. I even added it to my eyes and it brightened them up significantly. There's the perfect amount of dew that I love without going over the top.
Click here to learn more about Merit and to buy the entire line.
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