If you’re a minimalist makeup devotee (or you’re just interested in the cleanest, most effective products), then you’ve likely already heard of Merit Beauty. The American brand launched stateside in January 2021 and has been busy recruiting loyal celeb fans ever since – from Bella Hadid to Cameron Diaz and Mandy Moore. The brand’s carefully edited 10-product catalog is a welcome relief in the over-saturated world of beauty. And, perhaps most importantly, it’s age inclusive. While most makeup brands contort themselves to meet Gen Z and Millennial demands, Merit is quietly going about its business, with a focus on a pared-back, mature aesthetic that celebrates the natural ageing process.

What’s more, every product in the collection is clean in its formulas and ingredients. This is achieved by avoiding the use of any potentially toxic chemicals, including synthetic and natural ingredients. All of the brand’s products are EU and Clean at Sephora compliant, vegan, cruelty-free and Leaping Bunny certified and they’ve partnered with celebrity aesthetician Biba de Sousa to ensure that their complexion products don’t contain any acne-triggering ingredients.

All of the products are super easy to work with – just dab on with your finger or a small brush and blend away. I’ve been testing the products out for a while and can attest to their performance, ease of application and colour payoff. Keep scrolling to read my full Merit Beauty review and pick up one or two of your own. Merit Beauty Review

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