We tried out big-hit US make-up brand Merit, which champions beauty’s new minimalism – here’s what we think …
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Minimalism is a big word in beauty now. And it’s understandable why: the choice on beauty counters and online is overwhelming, routines can look endless and yet we are all constantly busy, it seems. So it makes sense that brands are putting a focus on straightforward, foolproof products that you swipe on easily for instant effect. We are, after all, used to the Apple approach – we want things that look good, are travel-friendly and, fundamentally, just plug in and go. No one wants to read instructions.
Brands are making portability and convenience a core requirement. Everyone from Victoria Beckham to ex-Lauder beauty supremo Sarah Creal, who now has her own brand, is focussing on travel-friendly, “minimalist” beauty with ultra-sheer finishes, cream and balm textures.
LA-based Merit, founded by fashion and beauty entrepreneur Katherine Power in 2021, is the epitome of low-maintenance beauty, and one of the big hits in this arena – though it isn’t available in Ireland yet, and you’ll need a UK address to be able to order it online from www.meritbeauty.com and Sephora. Billed as an “antidote to the overwhelming world of beauty”, it looks good. Formulas are vegan and cruelty-free (pretty well a given now for any self-respecting brand). And this approach is also to appeal to us older make-up lovers; for example, the Brow 1990 pencil is aimed at those who “plucked the sh*t out of their brows in the 90s”. Absolutely love the real faces on the website, showing real skin, too.
Merit also describes itself as “clean” beauty, a word that’s being used ad hoc now, but without any absolute definition or regulation, as with food. “Clean” is one of those marketing words that doesn’t mean that much in real terms. Merit explain their own take on this: “We’re a clean brand, meaning we use non-toxic ingredients, both natural and lab-created. While there is no regulated definition of ‘clean’ beauty, we focus on ingredients that are safe and effective, whether natural or synthetic.” They also avoid added artificial fragrance and other ingredients that “can potentially trigger acne or inflammation” (in which they include coconut oil).
Overall I see Merit as a more affordable alternative to something like Westman Atelier, whose formulas and formats are absolutely peerless, but undeniably luxurious. Merit’s packaging is smart and good-looking, and somehow feels neither cheap or expensive (everything is light and small, rather than weighty), while photographing well – they’ve achieved a clever balance, which is tricky. We want our beauty to look good, but we don’t want packaging waste or superfluous elements. The Brow Pomade packaging, for example, looks identical to that of a recent Hourglass product.
The Tinted Lip Oil is £26stg (for 7ml), a little less than, say, Clarins’ eternally popular Lip Comfort Oils (€26 for the same size), and more affordable than other brands such as bareMinerals, whose new mini Dewy Lip Gloss-Balms (with a very lovely balmy texture with soft tints, in eight nice shades including juicy raspberry, Soul) are €29 for half the size.
WHAT TO SHOP
What stands out in the Merit line-up? The Flush Balms (£32stg), in their neat stubby format that fits perfectly in your palm, are about the easiest blushes to apply ever – though I expected the colour to be a little more sheer and transparent than they are, so proceed with caution. And the Italian-made Solo Shadows (£26stg), creamy, blendable formulas in soft matte shades of taupe and cappuccino plus bolder colours from blue to lavender, are just beautiful – easy to smooth on with a fingertip and not remotely powdery. They also seem to stay put pretty well.
As well as the Tinted Lip Oils, the Bronze Balm is nifty and easy to sweep on, and I love the look of the Minimalist Complexion Stick, too (£40stg) – I haven’t tried this out, but it’s a glowy stick designed to deliver light but buildable coverage for a “no make-up” look. It’s billed as neither a foundation or a concealer (as per Tilbury’s recent Glow Stick).
While the lip oils, highlighting balm and brow pomade are made in the US, brow pencils, bronzing balm and Flush Balm are made in South Korea, and eye shadows and lipsticks in Italy; brushes are made in China. Sets are available, and you receive a neat tie bag with your first order.
I like the effortless nature of all the products, and the way everything is low-maintenance to apply and offers a generally natural-looking and fuss-free finish.
