Merit Beauty: All you need to know about the luxury makeup brand and where to buy in the UK
LUXURY makeup brand Merit Beauty first launched in 2021 and since then it has quickly become one of the most sought-after brands on the market.
Loved for its minimalist ethos and high-performing products, the brand offers vegan, cruelty-free products designed to simplify your beauty routine.
With a cult following and celebrity endorsements from Hailey Bieber, Cameron Diaz and Billie Eilish, has firmly established itself as a staple in the world of luxury beauty.
Here’s everything you need to know about the brand, including where to buy it in the UK and the most iconic products in the lineup.
Navigate this article:
- What is Merit Beauty?
- Where to buy Merit Beauty?
- Merit Beauty’s flagship products
- Is Merit Beauty a luxury brand
More on Merit Beauty
What is Merit beauty?
Merit Beauty makeup
arrived on the scene in 2021, initially launching in the US before expanding internationally.
However, it was not available to British beauty fans until February 2023.
The brand was founded by Katherine Power, an entrepreneur who also co-founded the clean wine brand Avaline alongside actress Cameron Diaz.
Power’s vision for Merit is simple: to create a minimalist, luxury beauty line that focuses on multifunctional products, clean formulations, and elegant simplicity.
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The brand has gained a loyal following, with celebrity fans including Hailey Bieber, Cameron Diaz, Sarah Jessica Parker, Billie Eilish, Greta Lee, and Hilary Duff.
These A-listers have been spotted using Merit’s iconic staples, from the Flush Balm to the Minimalist Complexion Stick.
Merit's focus on clean beauty, vegan formulations, and cruelty-free practices has resonated with consumers looking for high-quality products that are gentle on the skin and environmentally conscious.
Where to buy Merit Beauty in the UK?
For UK shoppers, Merit Beauty is available exclusively online at .
Currently, there are no third-party stockists in the UK, which means all purchases must be made directly through Merit’s website.
Merit Beauty stockists UK
As of now, Merit Beauty is not stocked in any physical stores or department stores in the UK.
While the brand has partnered with , UK customers need to shop directly from Merit’s website for the foreseeable future.
Is Merit exclusive to Sephora?
In the US, , both online and in-store.
Sadly, this is not extended to the UK, where the brand is exclusively sold through its official website.
Whether Merit will expand its UK retail presence in the future remains unknown, but we’ll keep you updated if this changes.
Merit’s flagship products
Merit Beauty makeup
Merit Beauty’s product range is concise, focusing on a curated selection of multifunctional make-up and skincare essentials.
Among its most popular offerings are the , the , and the .
- The Flush Balm: A cream-based blush that delivers a sheer, buildable wash of colour for a natural, dewy finish. It’s a staple for those seeking a quick and effortless glow.
- The Minimalist Complexion Stick: This multipurpose product acts as a foundation, concealer, and skin perfector in one. It’s designed to provide light-to-medium coverage while maintaining a natural, skin-like finish.
- The Bronze Balm: A lightweight bronzing stick that adds warmth and dimension to the skin without feeling heavy or cakey. Perfect for achieving a sun-kissed glow.
While these products are among the brand’s bestsellers, we have not personally tested them.
However, their popularity and glowing online customer reviews suggest they are worth the hype.
The Sun Beauty Writer, Mia Lyndon, is also a fan and has tried every shade of the Merit Signature Matte Lipsticks.
I'm a beauty writer - here's my verdict on Merit Beauty
Beauty Writer Mia Lyndon explains why she's a fan of Merit Beauty products...
I carry my Merit products in every going-out bag, work satchel, and suitcase I own, and have passed on Merit lipsticks to friends and family.
I like to think of it as the Birkin Bag of the make-up world.
The is a balmy, buttery-smooth formula that strikes the perfect balance between hydrating and non-greasy, and it sinks into the skin with a few taps of your finger - no brush or sponge required.
The bronzer is like no other, with its creamy, buttery-soft formula that melts into the skin without much faff or effort.
Formulated with complexion-boosting ingredients, like hydrating hyaluronic acid and brightening niacinamide, the creates the perfect canvas for make-up.
Unlike most matte formulas, which highlight cracks and dryness, the hydrating formula glides over imperfections and won't dry lips out.
Read the full Merit Beauty review.
Is Merit a luxury brand?
Yes, Merit Beauty positions itself as a luxury brand, but with a modern twist.
The brand’s ethos is rooted in minimalism, offering high-quality products that deliver maximum impact with minimal effort.
From its sleek, understated packaging to its carefully curated product range, Merit embodies the sophistication and elegance of traditional luxury brands while catering to modern women who value sustainability, vegan formulations and cruelty-free practices.
Despite its luxury positioning, Merit’s pricing is relatively accessible in comparison to other high-end brands, making it a great option for those looking to invest in premium beauty products without breaking the bank.
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