Merit
Mid-Range“Beauty that doesn't ask too much of you.”
Merit launched in 2021, founded by Katherine Power (co-founder of Who What Wear). The brand entered the minimal beauty space with a tightly curated lineup of multi-use products designed for a fast, polished routine. Every product is meant to be applied with fingers and requires zero expertise to use well.
Merit's approach is 'less but better' — a capsule collection rather than an overwhelming range. The Flush Balm, Day Glow Highlighter, and Great Skin Foundation became fast favorites among the clean girl and quiet luxury crowds. The brand sits in the space between Glossier and more polished prestige brands.
Known For
Flagship Products
- Flush Balm
- Day Glow Highlighter
- Great Skin Foundation
- Complexion Stick
- Bronze Balm
- Lip Oil
Brand Philosophy
Merit believes in a curated, simplified approach to beauty. Every product is designed to be applied with fingers in five minutes or less.
Merit Dupes on vioda.makeup
Affordable alternatives for Merit bestsellers — tested and compared side by side.
Merit Lip Oil
lip-balm
From $10 84% match
Merit Flush Balm Cheek Color
blush
From $7 86% match
Merit Day Glow Highlighting Balm
highlighter
From $14 88% match
Merit Bronze Balm Sheer Bronzing Stick
bronzer
From $7 87% match
Merit The Complexion Stick
foundation
From $8 85% match
Merit The Great Skin Instant Glow Serum Foundation
luminous foundation
From $17 89% match
Merit Day Glow Highlighting Balm
highlighter
From $9 87% match