Where to Buy Merit Beauty in the UK – Five Must-Try Favourites
You’ve likely heard of Merit Beauty, but did you know you can now shop this cult-favourite clean makeup brand in the UK? Here’s everything you need to know about their minimalist approach to beauty, plus five standout products to try.
Merit Beauty: the minimalist brand from L.A.
Launched in 2021, Merit Beauty is a clean, minimalist beauty brand based in Los Angeles, founded by entrepreneur Katherine Power, also known for co-founding Who What Wear and skincare brand Versed.
Merit was born from the belief that less is more. The brand focuses on high-quality, versatile products designed to enhance natural beauty while simplifying your makeup routine.
Sustainability is also at the heart of Merit’s ethos, with clean ingredients and minimal, recyclable packaging.
The brand’s initial launch featured seven core products designed to create a complete, effortless makeup look. The hero? The Minimalist Perfecting Complexion Stick, which works as both foundation and concealer.
Since then, the collection has grown carefully, ensuring every product aligns with their pared-back, effortless beauty philosophy.
Is Merit Beauty cruelty-free and vegan?
Yes, Merit Beauty is 100% cruelty-free and vegan. None of their formulas use animal-derived ingredients and the company is certified by Leaping Bunny.
Can you buy Merit Beauty in the UK?
Great news for UK beauty lovers: Previously only available from the brand’s own website, Merit Beauty is now available at Sephora UK as of March 2025.
Five Merit Beauty favourites to try
Great Skin Priming Moisturizer
This fast-absorbing priming moisturiser delivers hydration throughout the day, creating a smooth, plump canvas for makeup.
It’s powered by the exclusive Great Skin™ Complex: a blend of Peptides, Spermidine and Barrier Polysaccharides to boost skin elasticity and firmness. It also contains Oat Extract, Glycerin and Hyaluronic Acid to soothe, soften and lock in moisture for a healthy glow.
RRP: £34 - Find it on Merit or Sephora
Brow 1980 Volumizing Pomade
Inspired by the bold brows of the '80s, this lightweight pomade shapes, defines and adds natural-looking volume with flexible hold.
It’s enriched with Vitamin B5 to nourish and condition brows, while the precision tapered brush makes application effortless.
RRP: £21 - Find it on Merit or Sephora
Day Glow Highlighting Balm
This creamy highlighter creates a radiant, dewy glow with no glitter, just soft, natural luminosity.
It’s infused with Squalane for lasting hydration, along with Phytosterols and Amino Acids to help strengthen the skin’s moisture barrier.
Ideal for dry or dull skin, it leaves a fresh, healthy-looking sheen.
RRP: £28 - Find it on Merit or Sephora
Flush Balm Cheek Color
This cream blush blends seamlessly into the skin to deliver a soft, buildable flush of colour.
It’s formulated with Microfine Pigment Powders for a sheer, skin-like finish that lets your natural texture show through.
Free from pore-clogging ingredients, it’s ideal for sensitive or acne-prone skin.
RRP: £26 - Find it on Merit or Sephora
Shade Slick Tinted Lip Oil
This nourishing lip oil is available in two must-try formulas.
The Classics offer rich, buildable colour with Shea Butter and a blend of Plant Oils to soften and condition lips.
The Gelées deliver a sheer, glossy finish that adapts to your natural lip tone, with Squalane to lock in moisture for smooth, supple lips.
RRP: £21 - Find it Merit or Sephora
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