Find out why we’re excited …
At last … US beauty brand MERIT has landed here, available exclusively at meritbeauty.com, with local shipping direct to Ireland.
UNIQUE SELLING POINT
Merit prides itself on being high-quality and easy to use, at an accessible price point. It first launched in 2021, and Irish customers have been clamouring for it to land here. We’ve had to beg friends visiting the States to scour Sephora for us. And it’s hit the mark, making over $100m USD in 2024, and doubling revenue projections in its first year in the UK. “Ireland has been one of our most requested markets over the years, with a flood of social media comments and emails asking about our entry,” says chief marketing officer Aila Morin.
THE AESTHETIC
Launched at a time when complex routines dominated in beauty, Merit takes a more minimalist approach. The idea is to “do more with less”, and the edit of 18 products across make-up, skincare and fragrance keeps things simple. And everything comes in under €40 (bar the perfume, Retrospect L’Extrait de Parfum, €98, described as soft and clean with a subtle floral centre on a base of musk, vanilla and moss).
WHAT WE THINK
I haven’t tried the skincare yet, but have found some of the core essentials, from the Flush Balm Cheek Colour (€29), a creamy balm in 12 shades, to the Clean Lash Lengthening Mascara (€29), to be well-designed and user-friendly. If you want to try one thing, make it the Minimalist Perfecting Complexion Stick (€39), a combination foundation and concealer, available in 30 shades. Quick to use and lightweight, this face stick is designed to give buildable coverage and keep skin real. This is a bit of a Merit hero.
WHAT WE CAN’T WAIT TO TRY
1. Great Skin Priming Moisturiser, €39.
2. Great Skin Instant Glow Serum, €39.
3. Great Skin Double Cleanse Face Wash, €35.
4. Day Glow Highlighting Balm, €35.
5. Brush No.1 Blending Brush, €35.
6. Bronze Balm Sheer Bronzer, €29.
7. Brow 1980 Volumising Pomade, €26.
8. Brow 1990 Ultra Fine Eyebrow Gel Pencil, €26.
9. Solo Shadow Matte Eye Color, €26.
10. Brush No. 2 Eyeshadow Brush, €21.
11. Shade Slick Tinted Lip Oil, €26.
12. Signature Lip Lightweight Lipstick, €29.
13. Signature Lip Sheer Lip Liner, €26.
SEE MORE: Hot Lips – 7 Brilliant Colours For AW25
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