merit beauty

Founded in 2021 in Los Angeles by Katherine Power, a fashion editor-turned-entrepreneur, Merit Beauty was created as an antidote to the overwhelming, multi-step routines of the beauty industry. Rooted in a "less is more" philosophy, the brand focuses on well-edited, minimalist essentials designed to enhance rather than conceal. Merit targets the older millennial consumer—often described as the "grown-up Glossier girl"—who seeks refined, effortless makeup without the time commitment or technical skill required by heavier artistry brands.

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