merit

Launched in 2021 by serial entrepreneur Katherine Power, Merit is a minimalist beauty brand designed as an antidote to the oversaturated and complex world of cosmetics. Rooted in the philosophy of “less is more,” the Los Angeles-based brand offers a curated collection of clean, vegan, and cruelty-free products for a “five-minute morning” routine. Merit was created for the modern consumer who seeks a polished, natural look without complicated steps, often described as looking like “you, but better.” The product lineup includes multi-functional items like The Minimalist perfecting complexion stick, Flush Balm cheek color, and Shade Slick tinted lip oils, all designed with impossible-to-mess-up formulas and buildable coverage.

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