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.
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