MERIT is a clean, luxury beauty brand founded by Katherine Power in 2021, focusing on minimalist makeup. It offers well-edited essentials designed to simplify beauty routines.

Products are vegan, cruelty-free, and comply with EU standards. MERIT is known for its clean formulas that are easy to use and buildable, catering to a modern consumer seeking simplicity and effectiveness. The brand emphasizes responsible luxury, ensuring safety for body, skin, and planet.

MERIT's product line includes items for complexion, cheeks, eyes, and lips. The brand launched direct-to-consumer on its website in January 2021 and in stores and online at Sephora in February 2021. Headquartered in Los Angeles, California, MERIT is committed to ethical manufacturing and minimizing its global impact.

Recent brand deals include KathleenLights, Typically Katie, Whitney Pea, Charlotte Pratt and Tamara’s Timeless Beauty. You can request access to our brand deal research below for a complete report.