MERIT Beauty: What is (and definitely isn't) worth the hype
The US beauty brand officially launches in Australia today
MERIT Beauty officially launches in Australia today. The brand positions itself as makeup and skincare with minimalistic products that are “impossible to mess up”. Launched in 2021, the edit includes complexion sticks, soft shadows and cream blushes that are designed to be applied directly to enhance the skin, rather than completely camouflage it.
If it sounds familiar, well, that’s because it is. It’s the ‘clean girl’ approach with a less-is-more premise, that has (ironically) been quite over-done. Immortalised by the likes of Glossier and then beaten to death by almost everyone else, MERIT Beauty takes everything we loved about the initial concept – simplicity, versatility, relative authenticity – and evolves it for a matured, sophisticated millennial.
In conversations with friends about the brand this week, providing this ‘grown-up Glossier girl’ context for the uninitiated has been the fastest way to convey MERIT’s slightly elevated positioning and price point. And it’s working very well for them, as Zara Wong recently detailed in Screenshot This.
Within a year of launch, [MERIT] had raised US$20 million in a Series A funding round led by L Catterton. By 2023, the brand hit the US$100 million sales mark, and it’s only growing — just earlier this year, they hired former MAC Cosmetics president, Philippe Pinatel, as CEO. Power, now chairperson of MERIT, wants her latest company to be a billion dollar brand.
MERIT founder Katherine Power zeroed in on the elder millennial, who had perhaps moved on from Glossier, but also didn’t possess the cosmetic dexterity (or the budget!) for luxury brands like Westman Atelier. MERIT sits firmly in the middle, as a prestige brand akin to Kosas and ILIA.
Power’s past life as an ELLE editor and co-founder of publication Who What Wear heavily influences MERIT’s partnerships and promotional approach. The brand maintains close ties to the fashion world by aligning with stylish tastemakers, collaborating on makeup bags with TOVE and staging clever pop-ups at NYFW, as reported this week by People Brands and Things.
Chatting with the MERIT team at a preview event this week, I’m told that the brand prefers to work with chefs, stylists and ‘personalities’ rather than beauty influencers, a conscious decision that’s made in service to MERIT’s founding purpose as easy-to-use ‘lifestyle’ essentials that are so uncomplicated, anyone can apply them.
I was surprised, however, to note that MERIT wouldn’t be partnering with a local retailer and had instead chosen to expand its own e-commerce shipping range to Australia. It’s an interesting move but it’s one that mirrors the brand’s entrance into the UK last year, where they successfully sold one product every 30 seconds on launch day.
Objectively, this will result in far less discoverability for a brand that’s breaking into in an entirely new market. A physical retail presence is particularly important for a cosmetics brand, as consumers are much more hesitant to buy colour products without the ability to swatch and shade-match against their own skin tone.
MERIT has been available at Sephora US since its very first year, which doubtlessly helped to establish the brand and introduce its range to a wider variety of consumers than those who might stumble upon it online. Australia is a smaller market that often relies on its major retailers to make introductions, by centralising the best overseas brands in our shopping centres and high streets (see: MECCA’s entire existence).
Without a big retail partner, it’s doubtful that MERIT will be able to generate enough awareness amongst Australians to replicate its level of launch success in the UK – at least for now. While MERIT is currently available in Sephora overseas, I’d put my money on it eventually finding a home at MECCA (zero intel, just vibes).
I was excited to get my hands on almost every product from the MERIT range last week, which I have been using every single day since. So, what’s worth the hype, and what isn’t? After all, the products are what really counts.
What Reddit Says:
“The complexion stick is my favorite, as I like spot concealing versus a full face… I feel like it covers really well and doesn’t slide. I don’t like it for under eyes though… I have relatively dry under eyes and found this to be too dry and creased a lot.” – meg-c
“The blushes are pretty but don’t show up well on my skin tone (medium deep) and the ones that do disappear quickly. The bronzer is my HG; I actually use it as both bronzer and blush on light makeup days. So easy to use and so natural.” – Krindybluth
“I have the complexion stick and it’s become a staple in my everyday routine. I’m also a concealer, bronzer, mascara, (and blush) girl for the summer. the complexion stick is so good for under eye bags and just spot concealing blemishes.” – Zestyclose_Area_9176
“I cannot stop wearing their lipsticks; I have one of every color. They are pretty long lasting, and because I have dry lips, I always add a touch of Vaseline to keep my lips from going dry. They are amazing for darker skin tones, and I usually struggle to find lipsticks that work for my skin color.” – mangotail
“The highlighter is GORGEOUS and the blushes and bronzer sticks are really easy to work with. They are perfect for beginners! The products cater to natural/no makeup looks, which I personally prefer, but not everyone does.” – marinegreene
What I Say:
Great Skin Instant Glow Serum, $61 (top)
This one is a miss for me. It does give the skin a beautiful sheen, but it feels more like an oil than a serum in consistency, and as I’m an oily-combo girl already, that’s less needed. However I have heard that it’s a really great base for the complexion stick if you’re on the drier side – no unwanted clingy-ness on parched patches.
The Minimalist Perfecting Complexion Stick, $61 (bottom)
I’m into it. It’s really light, but it blends so easily with the Brush No. 1 Blending Brush, $51 (nice, nothing to rave about). It gives a very natural finish – not too glowy, not too matte – and it lasts all day on my skin. The domed stick also makes it great for getting into awkward corners, such as around the nose and under the eyes. I have heard that the packaging sucks though, with some of my friends finding that their stick slipped out or broke on the first use. Something to keep an eye on!
Bronzer Balm Sheer Bronzer, $48 (top)
Meh! Wasn’t a huge fan of this one. As the name suggests, it’s very sheer and the cream formula kind of buffs out… into nothing. I’ve tried a few of the different shades (I’m wearing Seine above) and perhaps it’s better suited to normal-to-dry skin types, but for me? The bronzer doesn’t do all that much.
Flush Balm Cheek Colour, $48 (bottom)
I’m really torn about this one, as I adore the shades (Cheeky is pictured here) but they just fade so fast for me. I love how easily they apply and blend, but my oily skin just eats it up. It’s not a no, because I will definitely keep wearing mine, but it’s a caution – if you’re looking for longevity and don’t like to reapply, these might not be for you.
Brow 1990 Gel Pencil, $38 (top)
This would have to be the most underrated product from the entire range, IMO. Even the MERIT team undersold it to me when I popped into the media preview last week! This gel pencil is v. smooth and fills in the brows with a superfine tip, so it easily mimics the appearance of brow hairs. It’s officially replaced my old fave.
Solo Shadow Eyeshadow, $38 (bottom)
I will not shut up about these buttery-soft eyeshadows, ever. My friend Sophie had actually picked up a shade when we were in LA a few years ago, but she found that the formula didn’t last. I don’t know whether MERIT updated it or whether this shadow just happens to really like my lids, but it lasts all damn day on me. This is the shade Midcentury, and it’s now my ultimate everyday bronze.
Day Glow Highlighting Balm, $51 (bottom)
It’s nice, but nothing special. It’s a natural highlight that delivers a subtle glow with no sparkles or glitter, but I also think you can probably find something similar for a lot less than $51.
Clean Lash Lengthening Mascara, $42
I like a lash with impact, so I probably won’t be reaching for this one. The formula is lovely and soft, the brush is nice but it just isn’t serving as much drama as I need it to. My friend Pema, however, is very particular about her mascaras and loves a natural lash, which explains why she fell for this tubing formula instantly.
Shade Slick Tinted Lip Oil, $38
Obsessed with this lip oil. In fact, it might be the lightest I’ve ever tried. It’s not sticky, the shades are beautiful but also buildable and easily layered with another lip colour. Lasts as long as you’d expect of a lip oil. No notes! I’m wearing Pink Beet (top) which is my fave, and Mapleton (bottom).
One of the most comfy lipstick formulas that I’ve tried, these glide on effortlessly. The angled tip also means that it’s relatively simple to manoeuvre the bullet through the tighter corners of the lips and still get a precise finish. I’m wearing the shade 1990 (top) which is a satin, and Classic (bottom) which is matte. They hold up well, but like most stick formulas, will need to be reapplied after a few wines.
Are you adding any MERIT to cart?
See you next week!
KL x
This is really interesting! I’ve been looking at Merit for a while but didn’t know it was finally here in Australia
I’m so glad you wrote this review as I have wanted to try everything but now I’ll be MUCH more considered x