In today's digital climate, it isn't easy to crack the code of TikTok's algorithms and dominate the For You pages of beauty buffs the world over. But Merit Beauty is no internet novice. Having launched in 2021, the relatively new beauty brand has fast become a breakout sensation, quickly earning the support of fans everywhere, including countless A-listers and it comes highly recommended by make-up pros and beauty editors everywhere. Its stellar beauty range is to thank for that, which spans make-up, skincare and most recently fragrance, each intent on shaking up the industry one launch at a time.
In its infancy, the brand already had the backing of Cameron Diaz, who walked us through her Merit Beauty routine as early as 2022, which included everything from the brand's standout multitasker The Minimalist, £33, to the popular Flush Balm, £26. Since then, Merit Beauty has been seen in the hands of Martha Stewart, Lily Collins, Sarah Michelle Gellar, Demi Moore, Sabrina Elba, and was even caught on the set of And Just Like That season two.
It doesn't just boast a star-studded fanbase. Over on TikTok, there is a whopping 9.2 million posts related to a 'Full Face of Merit Beauty,' which quickly proves just how all-encompassing the brand really is. Far from being a one hit wonder, it somehow manages to get everything right. Merit Beauty joins the crop of popular minimalist beauty brands (think: Glossier), intent on revolutionising our beauty kits by functioning as a one-stop shop for high-performance products that are 'clean', fool-proof, and won't break the bank. The most alluring quality of the brand, though, is how it manages to cut through the noise of the bustling beauty market with a fuss-free, slick range; so much so Merit Beauty defines itself as 'the antidote to the overwhelming world of beauty'. It helps that every single product in the line-up is incredibly easy on the eye, too.
If you're yet to try the brand, allow us to help guide you through the products...
Shop: The Best Merit Beauty Products To Try Now
www.meritbeauty.com
Sameeha Shaikh, beauty writer, says: 'I've never experienced a scent quite like this before. Admittedly, I was quick to turn my nose up at it on first spritz thanks to its unfamiliar watery, spicy and vintage quality but once the juice settled into my skin, a timeless scent reminiscent of old classics perfumes quickly emerges. If you're looking for a refreshing take on fragrance - which really does set itself apart from its trendy, fast-moving counterparts - look no further than this forever fragrance.'
www.meritbeauty.com
Rachel Martin, beauty editor, says: 'Merit emphasises the importance of its "weightless formula" that absorbs quickly into skin with zero residue - great news if you're someone who hates stickiness. There's also hyaluronic acid to hydrate and oat extract to soothe, then there's the brand's trademarked Great Skin Complex derived from food waste. The blend of peptides, spermidine, and polysaccharides are sourced from a by-product of arctic micro-algae and work to plump, aid elasticity and firm.'
www.meritbeauty.com
Renee Washington, digital fashion and beauty assistant, says: 'One shade I can’t stop reaching for is Après, a gorgeous berry hue that’s perfect for winter. It warms up my complexion beautifully and looks equally stunning on the lips. It wears well throughout the day, without patchiness. If you're on the hunt for a multi-tasking product that does it all with a touch of luxury, Merit deserves a spot in your make-up bag and it's small enough to carry.'
www.meritbeauty.com
Sameeha Shaikh, beauty writer, says: 'This pencil flips the script on traditional brow products. With an ultra-fine micro-tip, a smooth gel formula and soft colour payoff, the no-fuss essential gets precise without the need for an expertly trained hand. You'll be left with definition and natural-looking fullness instantly. It's also loaded with 2% oleoactif, sunflower oil, safflower and hibiscus flower extracts to protect the condition of your hair and promote growth. Fine but mighty, indeed.'
www.meritbeauty.com
Rachel Martin, beauty editor, says:'Beloved by the beauty set, Merit's Signature Lip Lightweight Lipstick is perfect for those who just want a "little something" on their lips. Expect a beautiful, sheer satin-finis that feels weightless, while plant-derived squalane and sunflower seed oil add a slick of nourishment for plumper, softer lips in the long run.'
www.meritbeauty.com
Sameeha Shaikh, beauty writer, says: 'This was the first ever Merit Beauty product I got my hands on when the brand finally launched on home soil in 2023 and boy was it a goody. Creamy, ultra-blendable and pigmented, it gives the coverage of a foundation with the ease and multifaceted nature of a concealer. But it was the shade range that struck me most, while a minimalist brand Merit Beauty doesn't fall short on offering up a diversity of shades – I landed on Khaki, a medium warm tone that suits my olive undertones perfectly well.'
www.meritbeauty.com
Rachel Martin, beauty editor, says:'Contour and bronzing made simple. Simply swipe the creamy formulation where the sun would naturally hit for a flattering, golden glow.'
Sameeha Shaikh is Grazia's beauty writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).