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If you have been following along here for a while, you already know that my approach to beauty is less is more. I am not someone who wants to spend an hour in front of the mirror, and I have very little patience for products that require a tutorial just to apply them. When Merit Beauty started showing up everywhere a few years ago, it caught my attention for all the right reasons: minimal products, natural finishes, and a lineup that seemed genuinely designed for people who want to look polished without looking like they tried too hard. As someone with combination skin that leans dehydrated and is starting to show a few signs of aging, I am always on the hunt for products that are both forgiving and flattering. Merit seemed worth investigating, so I did what any reasonable person would do and ordered nearly everything on their site.
About MERIT Beauty
Merit Beauty is a clean, vegan, and cruelty-free beauty brand founded in 2020 by Katherine Power, who you may also know as the co-founder of Who What Wear. The brand was built around a simple idea: that your everyday makeup routine should be effortless, elevated, and enjoyable rather than complicated. The product lineup reflects that philosophy, with a tightly curated catalog that gives you everything you need for a full face without overwhelming you with options. Products range in price from $24 to $38, and Merit is available both directly through their website and at Sephora.
MERIT Beauty Brand Review
Great Skin Instant Glow Serum
Despite what the name suggests, I think of the Great Skin Instant Glow Serum less as a serum and more as a hydrating primer in disguise. It is lightweight and bi-phase, and it leaves skin looking dewy and plump before makeup application, which makes a lot of sense when you consider that Merit’s hero product is a stick foundation.
If your skin tends to run dry, this is the prep step that will make the Complexion Stick glide on smoothly and evenly. That said, it is not a product I personally reach for, mostly because my routine already starts with SPF. If you have oily skin, I would skip this one entirely since the finish will likely feel too greasy. For dry skin looking for a luminous base, though, it is worth a try.
Best for: Dry skin, dewy base lovers
Not for: Oily skin, SPF-first routines
Repurchase? No
The Minimalist Perfecting Complexion Stick
I will be honest with you: stick foundations and I have a complicated history. More often than not, they patch, they pull, and they leave me wondering why I bothered. So when I say that the Minimalist Perfecting Complexion Stick genuinely impressed me, I mean it.
The key to making this work is twofold: your skin prep needs to be on point, and you need to reach for a blending brush with stiff bristles rather than your fingers or a beauty blender. The bristles are what actually work the product into the skin. Coverage builds from light to medium, so if full coverage is what you are after, this is not your stick.
I wear the shade Dune, which is a great match for my light, cool-toned complexion, and Merit offers 30 shades in total. As for wear time, I am not someone who does touch-ups, so I cannot give you a precise hour count, but I can tell you that it never crossed my mind once throughout the day, which is really the highest compliment I can give a foundation.
Best for: Dry to normal skin, buildable natural coverage
Not for: Full coverage seekers
Repurchase? Yes
Bronze Balm Sheer Bronzer
The Bronze Balm is the kind of product you hand to someone who is convinced they cannot do bronzer, because there is simply no way to mess it up. It applies sheer and blends effortlessly, so overdoing it in a single pass is nearly impossible, and if you want to build more intensity, the formula layers beautifully. The stick format makes it easy to apply directly to the face, though I personally prefer a brush for a little more control over placement and blending. I wear Quince, which Merit positions for fair skin, and it gives me just the right amount of warmth without veering into muddy territory.
Best for: Bronzer beginners, natural sun-kissed looks, all skin types
Not for: Anyone wanting a deep, full-on bronze in one step
Repurchase? Yes
Flush Balm Cream Blush
If you are in the market for a cream blush and you have not tried the Flush Balm, let me save you some time: just get it. This is my favorite blush formula, full stop. Application could not be simpler since all you need is your fingers, and the warmth from your skin does the blending work for you. The result is a natural, skin-like flush that is genuinely difficult to overdo, even if you are heavy-handed.
The shade range is well thought out, and I have accumulated three of them myself: Cheeky, a cool pink; Stockholm, a baby pink; and Apres, a soft berry. The one caveat is that if you love a bold, pigmented blush moment, this formula will underwhelm you. But for an effortless, everyday flush that looks like it came from within, it is hard to beat.
Best for: All skin types, natural flush lovers
Not for: High-pigment blush lovers
Repurchase? Yes
Day Glow Highlighting Balm
The Day Glow Highlighting Balm is one of those products I did not expect to love as much as I do, and yet here I am, on my third repurchase. It delivers a dewy, balmy sheen that looks like healthy skin rather than a highlight, with absolutely zero glitter in sight. You can apply it with your fingers or press it directly onto the skin, and either way the result is the same gorgeous lit-from-within glow. It comes in four shades, and I always come back to Cava, which works beautifully with my complexion. If you are someone who loves a natural, luminous finish, this one is a non-negotiable.
Best for: Dry and combination skin, natural glow lovers
Not for: Glitter and high-impact highlight lovers
Repurchase? Yes, multiple times over
Clean Lash Lengthening Mascara
The Clean Lash Mascara is a tubing formula, meaning it wraps each lash individually to lift and separate rather than coat and volumize. The result is natural-looking lashes with just a bit more definition, and because it is a tubing formula, it also conditions as it wears.
For me personally, this one sits on the bench most days because I tend to reach for something with a little more drama. Where it does earn a spot in my routine is on those minimal-makeup days when mascara and a lip product are the entire look. If you love natural lashes or you wear contact lenses and prefer a gentler formula, this is worth your attention.
Best for: Natural makeup looks, tubing mascara fans, sensitive eyes
Not for: Volume and drama seekers
Repurchase? No
Brow 1980 Volumizing Pomade
The Brow 1980 is a tinted gel that shapes and holds brows for a fuller, natural-looking finish, and it is available in four shades. I wear Dark Brown, which has cool undertones and suits my coloring well. Because I have naturally full brows, this is not a product I find myself reaching for often, but I will say that every time I do use it, I am reminded that it does its job quietly and well. There is no crunchiness, no stiffness, just a soft tint and a little hold. It is growing on me, and if the day ever comes that my brows start to go gray, I have a feeling this will move permanently to the front of my drawer.
Best for: Subtle brow definition, natural brow lovers
Not for: Bold or laminated brow looks
Repurchase? Not right now, but never say never
Signature Lip Sheer Lip Liner
I am not a lip liner person, or at least I was not until this one came along. What makes the Signature Lip Liner different is that it is sheer, so you are never going to end up with those harsh, obvious liner lines that can make a lip look overdone. The formula is also softer than a typical pencil, which means it glides on without pulling at the lips. I love Merit’s lip range as a whole, and this liner fits right into that ethos of effortless, wearable color. New shades are also on the way, which is exciting news for anyone who has been waiting for the right one.
Best for: Lip liner skeptics, natural lip definition
Not for: Bold, precise liner looks
Repurchase? Yes
Signature Lip
The Signature Lip is easily one of my favorite products from Merit, and if you spend any time on their site, it is not hard to see why it has become a fan favorite. It comes in both satin and matte finishes, and what I love most about the formula is how adjustable the payoff is. Blot it on lightly for a sheer wash of color, or layer it up for something closer to full pigment. I have built up a small but mighty collection: the satin in Baby (a neutral pink), L’Avenue (a berry brown), and Millennial (a classic pink), plus the matte in Maison, which is a berry mauve that I reach for constantly.
Best for: All skin types, versatile everyday lip color
Not for: Full-coverage, opaque lip lovers
Repurchase? Yes
Shade Slick Tinted Lip Oil
The Shade Slick comes in three different variations, and my feelings on each one are a little different, so bear with me here.
The Classics are my favorite of the three, offering sheer but genuinely pigmented color that wears comfortably throughout the day. I currently own Sangria, a deep berry, and Pink Beet, a cool pink, and Marrakech, a soft peach, is already on my list.
The Sheens have a cushioned formula with a pearlescent, lightly pigmented finish that is more luminous than sparkly, and I have Twin Set, a mauve, which I enjoy.
Then there is the Gelée, a pH-adjusting lip stain that reacts with your lips’ natural color to create a personalized tint. The concept is lovely, but in practice I found that Mapleton, the sheer brown I ordered, read much more pink on me than I expected, which is simply the nature of pH-adjusting formulas.
Best for: Lip oil and gloss lovers, sheer comfortable color
Not for: Anyone wanting a long-wear formula
Repurchase? Yes for the Classics and Sheens, no for the Gelée
Solo Shadow
When it comes to eye makeup, I am firmly in the one-and-done camp: swipe it on, blend it out, and move on with your day. The Solo Shadow was made for people who feel exactly the same way.
It comes in both matte and shimmer finishes, and I have Social, a soft mauve matte, and Sartorial, a bronze shimmer. If I am being honest, I prefer the matte range, both for the formula and for the shade selection, which I find more wearable than the shimmer options.
One thing worth noting is that the color selection overall is on the limited side, so if you are someone who loves options, you may find it a little restrictive. If you have oily eyelids, longevity may also be a concern.
Best for: Minimal eye look lovers, dry and combination skin
Not for: Anyone wanting a wide shade range or all-day wear on oily lids
Repurchase? Yes
Merit Beauty vs. Westman Atelier
If Merit Beauty reminds you of Westman Atelier, you are not wrong. Both brands lean heavily into stick products, natural finishes, and carefully curated color stories that feel cohesive rather than chaotic. The difference, at least for me, comes down to two things. Westman Atelier has expanded its range to the point where it no longer feels as minimal as it once did, which was a big part of its original appeal. Merit has stayed focused. The other difference is price: Merit products range from $24 to $38, while Westman Atelier ranges from $34 to $150, with their foundation stick alone coming in at $68 compared to Merit’s $38. If you want a deeper look at how Westman Atelier performs, I have a full review here.
Is Merit Beauty Worth It
I think the fact that I own multiple shades of the Flush Balm, have repurchased the Day Glow Highlighting Balm more times than I can count, and have an ever-growing collection of Signature Lips in my drawer answers that question pretty clearly. Merit delivers on its promise of effortless, natural-looking makeup that is genuinely easy to use, and it does so at a price point that does not require a moment of hesitation at checkout. If you have combination, dry, or mature skin and you are drawn to a minimal routine that still looks intentional and polished, Merit Beauty belongs in your collection.
PS. I know that Merit Beauty is available for purchase at Sephora, but I encourage you to make your order from Merit Beauty directly. With your first purchase, you will get a super cute makeup bag with your order. If the free makeup bag isn’t enough to convince you, they also offer really great sets on their site. If you are planning on buying multiple products, buying a set is a great way to save a few dollars.
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