There's a new beauty brand on the block and you're going to want details. Merit Beauty has already been busy recruiting loyal fans stateside since it first launched in January 2021 stateside. Celebs, including Mandy Moore, Cameron Diaz and Bella Hadid, have been queuing up to try it (Bella debuted the brand's first-ever lipstick at New York fashion week last February). Now, it's has finally hit UK shores and, naturally, we're gagging to know what the hype is about.
So, in an already oversaturated beauty-sphere, what does it bring to the party? The brand leans heavily into the “clean”, “minimal” and “glowy” aesthetic that's dominating beauty trends at the moment, offering luxury products that are safe for the body, the skin and planet. Its vegan ingredients include plant-based squalane and plant oils, and its products are shipped in recyclable, reusable or biodegradable packaging.
Our pals over the pond are all over it. Already #meritbeauty has over 60+ million views on TikTok. And each product launch – like Minimalist Stick, Flush Balm and Blending Brush – has generated huge waitlists. The Minimalist stick alone had a waitlist of 10,000 in the US, and in launch week, the brand sold one product every 17 seconds online. So, it was only right that the Brits got a slice of the pie.
And, because we need options, it features everything from skincare essentials (like The Great Skin Instant Glow Serum), makeup heroes (like The Minimalist Perfecting Complexion Stick and the Bronze Balm), and tools like the blending Brush No1.
FOMO aside, the brand is finally fully launched in the UK and since we had first dibs on trying out the products. Here are the heroes we think you need to know all about. In true GLAMOUR form, five GLAMOUR staffers try out the range, to see which ones are really worth the money, so you won’t have to. Here are their truest and most honest thoughts.
The Products:
Merit Beauty Range, from £21, Merit Beauty
The Reviews:
Shei, GLAMOUR’s Beauty Writer
Product: Merit Clean Lash Lengthening Mascara, £28
I think that a good set of lashes can really transform your face, hence why I’m a serious mascara critic. I’ve recently been converted to magnetic lashes, which take me two seconds to apply every morning and it doesn't leave me with panda eyes during my evening skincare routine. However, I’m still very much team mascara, so I was excited to give this bad boy a go.
The wand is slim and super lightweight, making application easy, and it means it can contour the lashes individually and allow for maximum coverage after a bit of coating. I do think that this mascara is probably best for those looking for an understated look. However, it's also ideal if you have short or sparse lashes. The formula is gentle, but allows for good pigment without causing clumping.
It gives you that your-lashes-but-better look, for those natural makeup days, while still making them look longer, fuller and more defined in an instant — you know that Instagram sharpness tool effect? Yes, that. I think that someone who wants lashes looking big, fluttery and flirty might not be obsessed, but all in all, I still think this mascara does it’s job pretty well.
Rating: 8/10
Georgia, GLAMOUR’s Commerce Writer
Product: Merit Shade Slick Tinted Lip Oil in Pink Beet, £26
I love a tinted lip oil (they're like skincare and makeup combined) so I was really keen to try this one, especially as it's from a new brand. Double excitement. While the pigment was definitely noticeable, the oil formula itself wasn't as high-shine as I was hoping. I've got to give props where they're due, though, as it didn't sink into my lips as quickly as some other formulas have done in the past which was a huge plus for me.
Nothing annoys me more than having to reapply a lip product every five minutes, but I would have loved it to be a smidge more glossy. That said I would definitely reach for it again; I can imagine it residing in my handbag for when I need a little colour top-up and moisture surge during the day. Granted it didn't WOW me as much as I would have liked, but it did leave a lasting impression — and you can't argue with that.
Rating: 7/10
Sophie, GLAMOUR’s Commerce Editor
Product: Merit Bronze Balm Sheer Bronzer, £32
If you're a lover of a stronger, more defined contour, then this product probably isn't for you. But, if you're after something which serves up a natural glow, a bit of definition to your cheekbones, nose and jawline – and something which is creamy and easy to blend – then you've come to the right place. I've been using this contour stick for a little over a month now, every day, and absolutely loving it. It applies like a dream and makes recreating all manner of TikTok-approved contour hacks a piece of cake.
Rating: 9/10
Elle, GLAMOUR’s Beauty Editor
Product: Merit Flush Balm Cheek Color, £30
When a brand's reputation precedes it, I want to get involved. Before Merit even landed here, it had picked up a celebrity fan following. The minimalist aesthetic and approach to yummy formulas packed with nourishing vegan ingredients is what earnt Merit the hype. And the brand's glowy-natural approach to makeup has coincided fortunately with the boom in barely-there makeup trends.
Product-wise, I've had my eye on the Flush Balm Cream Blush ever since I saw someone apply it on TikTok. A couple of swipes, a quick blend with fingers and it gave the cutest haze of colour. Having had a chance to try it myself, I love the soft sheer-to-buildable formula and the easy application, but I'd love to see some more colours. Beverly Hills, the shade I chose, is a soft peach, but it still felt a bit too pink for my easily-flushing skin. I'd love to see a coral (luckily, there are shade extensions coming). But I loved the glow it gave.
Rating: 8/10
Chrissie, GLAMOUR’s Video and Social Media Producer
Product: Merit Shade Slick Tinted Lip Oil in Au Naturel, £26
Initially, the shade of this Merit lip oil drew me right in. It's a beautiful natural flush of pink to match a no makeup makeup look perfectly. The packaging is gorgeous and compact, so as someone who is a sucker for aesthetics, I know that I'd always keep it close simply because of how chic it looks.
The product consistency is a little thinner than I'd expect from the premium branding, but a little goes a long way and it still gave me that healthy sheen on the lips without them feeling sticky, heavy and glutinous. This does mean that this product has with range, as it allows for layering so you can create a toned down look, up-to full glossy lips, which I prefer. I appreciate how this one felt super lightweight throughout the day and it did keep the dryness away. It's not the most affordable lip oil in the market, but it is a luxury product with high quality ingredients and lasting power. I'll admit, had it not been for the price point, it would have been a 10. Not bad new kid.
Rating: 9/10
For more from Glamour UK Beauty Writer Shei Mamona, follow her on Instagram @sheimamona