- Founded In: 2021
- Founder: Katherine Power
- Headquarters: Los Angeles, CA
- Brand Philosophy: "We believe in creating impossible-to-mess-up products that are designed to meet the reality of your daily routine."
- Current Chief Creative Officer: Carolyne Rapp
- Current CEO: Philippe Pinatel
- Known For: MERIT is celebrated for its minimalist approach to beauty, offering clean, user-friendly products that enhance natural features. The brand's Minimalist Perfecting Complexion Stick has garnered acclaim for its versatility as both a foundation and concealer, providing buildable coverage with a skin-like finish. Additionally, MERIT's Flush Balm Cheek Color is favored for its creamy texture and ability to impart a natural, dewy flush to the cheeks.
Founded in 2021 by entrepreneur Katherine Power, MERIT Beauty emerged with a mission to redefine luxury beauty through a minimalist lens. Power, also known for co-founding Who What Wear and Versed Skincare, aimed to create a brand that offers clean, well-edited, and accessible beauty essentials. MERIT’s product line emphasizes multifunctionality and simplicity, aligning with the modern consumer’s desire for effortless beauty routines.
In its pursuit of blending beauty with fashion, MERIT has engaged in notable collaborations. The brand partnered with London-based jewelry label Completedworks to create a limited-edition accessory inspired by their signature compact, reflecting a shared appreciation for sculptural forms and minimalist design. Additionally, MERIT collaborated with fashion brand Tove, further cementing its position at the intersection of beauty and fashion.
What distinguishes MERIT is its commitment to clean, vegan, and cruelty-free formulations, ensuring products are safe for the skin and the planet. The brand’s focus on minimalist beauty is evident in its curated product offerings, designed to enhance natural features without complexity. This approach resonates with consumers seeking quality and simplicity, establishing MERIT as a unique presence in the beauty industry.
