Two of the most effortless fashion and beauty brands have joined forces this summer for a limited-edition collaboration. The clean-makeup brand Merit catapulted into the beauty landscape when we were all stuck on Zoom in 2021, spending hours staring at ourselves on screens, picking apart our uneven skin texture, and being laser focused on our blemishes. Merit delivered a complexion stick (The Minimalist) for easy, perfect pre-Zoom touch-ups that became an instant part of our virtual makeup routine.
Fast forward just three years, and Merit is embarking on its second fashion collaboration. The first, with Proenza Schouler, saw the signature Merit bag get a fashion overhaul in a black-and-dusty-blue reversible version. Now Tove, the refined clothing label that serves elegant wedding-guest dresses with flattering cuts in rich colors and fabrics, has teamed up with the beauty brand for the Evening Set. Out June 26, the kit, which features items handpicked by Tove founders Camille Perry and Holly Wright, includes the Signature Lip Matte, Great Skin Serum, Flush Balm, and Day Glow plus the new, reimagined Merit x Tove Signature Bag.
“Our partnership with Merit has been built upon a genuine friendship and shared ethos of creating a relaxed, refined aesthetic for our woman,” explain Perry and Wright. “We wanted to bring Merit’s signature bag into an evening setting by leaning into the narrative of our spring-summer 2024 collection. We played with the proportions of the bag, elongating the tie detail and providing a more angular perspective on its silhouette. Reimagining the fabrication in a soft mink satin lent an elevated, feminine feel to the bag that felt right for late summer nights.”
Merit CMO Aila Morin explains: “We’ve approached beauty through a fashion lens from the beginning, so working with fashion brands we admire is a natural extension for Merit. Tove has been a close collaborator for years, and we feel strongly that they represent a similar ideology in fashion as we do in beauty.”
The evening bag, which can be used as a clutch or shoulder bag, will be included with all orders over $100 until it’s sold out—which, if the Proenza collaboration is anything to go by, will be fast—and will be part of the limited-edition Evening Set.
It’s also the first time that Merit and Tove will have their own retail space, with a two-day pop-up opening to celebrate the collaboration from June 21 to 22 in central London, at 9 Cork Street in Mayfair. Not only will you be able to try Merit products, but select pieces from Tove’s summer collection will also be available to try and buy at the pop-up or order online at the event for free delivery.
Can’t get to the pop-up? We’ve got you, with this exclusive wait list here to sign up to purchase on June 26 and avoid missing out on what’s set to be the beauty and fashion collaboration of the summer.