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Introduction
Founded in Los Angeles in 2021, Merit Beauty US has redefined the meaning of modern beauty with its minimalist philosophy and pure formulations. Created by Katherine Power, the brand emerged as a response to the clutter and excess of traditional beauty routines, focusing on essential, multifunctional products that embody simplicity, quality, and confidence.
Merit’s mission is based on the motto “Less is more.” Every product—from its signature complexion sticks and weightless mascaras to tinted balms—is designed to deliver an instant, flawless look with minimal effort. Thanks to its commitment to pure ingredients, sustainable packaging, and skin-friendly formulas, Merit Beauty US has established itself as the brand of choice for the modern consumer who desires effortless elegance.
For those who want to enhance their natural beauty rather than conceal it, Merit Beauty US offers a sophisticated, purpose-built collection that makes every routine luxurious yet refreshingly simple.
Brand Mission
Merit Beauty US’s mission is to create modern, minimalist beauty that is pure, conscious, and uncomplicated. The brand is built on four core principles:
Simplicity over excess – Merit focuses on carefully selected products that simplify the beauty routine without compromising on effectiveness.
Pure and safe formulas – All formulas are vegan, cruelty-free, and EU compliant, ensuring safety for both skin and the environment.
Luxury through sustainability – From reusable cosmetic bags to recyclable packaging, the brand integrates sustainability into every design detail.
Confidence through authenticity – Merit promotes natural self-expression and empowers users to celebrate their true selves with products that enhance their beauty rather than hide it.
With this mission, Merit Beauty US combines luxury, sustainability, and confidence – proving that modern beauty is about quality, not quantity.
Highlights
Founded in 2021 by Katherine Power in Los Angeles, California
Based on a philosophy of minimalist beauty and conscious design
All products are clean, vegan, cruelty-free, and EU compliant
Focus on sustainable packaging and ethical sourcing
The five-minute morning routine concept embodies simplicity
Known for highly effective, skin-friendly ingredients
Popular for lightweight, natural finishes and versatile application
Certified by Leaping Bunny for cruelty-free products
Trusted for a luxurious feel, pure formulas, and timeless design
Merit’s star product, The Minimalist, is a foundation and concealer in one. The creamy, buildable formula blends seamlessly with the skin for a natural, even finish. Lightweight yet effective, it conceals imperfections and gives you a radiant, fresh complexion. Perfect for quick touch-ups on the go, it embodies the effortless beauty Merit is known for—groomed, quick, and flawless.
The Flush Balm gives you a soft, dewy complexion that blends seamlessly with your skin. Available in universally flattering shades, it offers a sheer, buildable finish that looks natural on all skin tones. The moisturizing texture blends easily with your fingers for a healthy glow that lasts all day.
Merit’s Clean Lash Mascara creates long, defined lashes without clumping or smudging. Thanks to nourishing ingredients and flexible tube technology, it lengthens and separates lashes for an effortlessly groomed look. It’s easily removed with warm water and is ideal for everyday wear—for elegance without irritation.
Pros and Cons
Pros:
Pure, vegan, and cruelty-free formulas
Minimalist collection for a simple and quick skincare routine
High-quality packaging made from environmentally friendly materials
Skin-friendly ingredients, suitable even for sensitive skin
Buildable, natural coverage without feeling heavy
Elegant design and premium brand experience
Comprehensive color selection for all complexion products
Cons:
Higher prices compared to drugstore brands
Limited product selection due to the minimalist philosophy
Some users may desire more pigmentation or coverage
Availability can fluctuate due to high demand
Shipping Policy
Merit Beauty US offers free standard shipping on qualifying orders within the US. Orders are typically processed within 1–2 business days and delivered within 3–7 business days, depending on the delivery location.
All shipments are packaged in recyclable materials and include Merit’s signature reusable cosmetic bag—a testament to our commitment to sustainability. Express shipping is available for an additional fee. Customers will receive tracking information once their order has shipped.
Return and Refund Policy
Merit Beauty US offers a 30-day satisfaction guarantee. Customers can return products in slightly used or unused condition within 30 days of purchase for a full refund or exchange.
Refunds are processed via the original payment method within 7–10 business days of inspection. Return shipping is typically free for US orders submitted through the website’s returns portal.
Warranty Policy
While Merit does not offer a formal warranty, we guarantee the integrity and quality of all our products. Customers who receive damaged or defective products can contact Customer Service for an immediate replacement or refund.
Each product is inspected before shipping to ensure the highest quality standards and brand reliability.
Customer Reviews
Positive Feedback
Customers love Merit Beauty US for its effortless application, luxurious feel, and minimalist approach. Many praise the brand for its user-friendly products that save time while enhancing natural beauty. Packaging, texture, and pure formulas are frequently highlighted as key reasons for customer loyalty.
Critical Comments
Some customers criticize the light coverage, which may not be suitable for those seeking a fuller finish. Some also mention the limited product range. However, most agree that the simplicity and quality of each product make Merit one of the most elegant and user-friendly clean beauty brands.
Frequently Asked Questions
Is Merit Beauty vegan and cruelty-free?
Yes, all Merit Beauty products are 100% vegan and Leaping Bunny certified.
Are Merit products suitable for sensitive skin?
Yes, the pure formulas are dermatologically tested and suitable for sensitive skin.
Can I return used products?
Yes, Merit accepts returns of used products within 30 days and will refund the full purchase price.
Does Merit use sustainable packaging?
Yes, the brand uses recyclable and reusable packaging materials for all products.
Is Merit makeup long-lasting?
Yes, the lightweight formulas are suitable for all-day wear and provide a natural, long-lasting finish.
Conclusion
Merit Beauty US has perfected the art of luxurious simplicity, proving that clean beauty can be both powerful and minimalist beautiful. The carefully curated selection of essentials—from the Minimalist Complexion Stick and Flush Balm to the Clean Lash Mascara—reflects thoughtful design and conscious innovation.
Although the range is intentionally small, each product feels premium, thoughtfully designed, and perfectly suited for everyday use. The brand’s sustainable philosophy, elegant packaging, and skin-friendly formulas make it an outstanding choice for those seeking modern beauty with substance and soul.
For those who value pure ingredients, ease of use, and effortless elegance, Merit Beauty US offers the perfect balance of quality, awareness, and confidence—beauty that is simple, sophisticated, and meaningful.
What do you think?