Few beauty brands have editors this obsessed. Merit is the one my friends clamor for freebies from, the one celebrities rely on for low-maintenance glam, and the one all beauty editors can synonymously agree is just plain good.
The celebrated brand, founded in 2021 by Katherine Power (who is also the cofounder of Who What Wear, thank you very much), was born to simplify your beauty routine in a very oversaturated market. Since its inception, Merit has been a luxe destination for beauty novices and pros alike, offering high-quality skincare, makeup, and fragrance collections for those after clean beauty products with skincare benefits that still perform. If this sounds like a tall order, it’s because it is, but Merit didn’t just rise to the challenge. It punched above with creative fervor and asked, What next?
WWW editors did the impossible task of selecting their favorites from Merit’s esteemed lineup and dished on each one. Ahead, see the 13 makeup, skincare, and fragrance picks that changed the beauty game forever.
Is Merit a clean beauty brand?
There is no hard-and-fast definition of the term “clean beauty,” so any answer to this question is subjective. However, Merit addresses it in the FAQ section of its website. “We focus on ingredients that are safe and effective, whether natural or synthetic,” the brand states. “In addition to adding good-for-you ingredients to every formula, we eliminated many potential irritants, like added artificial fragrance.”
Going the extra mile, Merit partnered with Biba de Sousa, a famed celebrity aesthetician, when formulating the brand’s skincare and complexion products to act as a trusted sounding board. De Sousa is known for her “no list,” which includes 73 clean ingredients that can clog pores, cause acne, or even cause irritation. You can check the safety of your favorite products by running the ingredient list through her bespoke Pore Clogger Checker to get a sense of the lengths Merit went to to produce high-quality, efficacious products.
The Best Merit Beauty Products at a Glance
Best Makeup
Best Overall: Flush Balm Cheek Color
Merit
Flush Balm Cheek Color
Size: 0.31 oz. | Shades: 13 | Key ingredient: Vitamin E | Finish: Satin
If there’s one thing WWW editors keep close when they do their makeup—from everyday, natural makeup to a full beat—it’s Merit’s Flush Balm. Lightweight, ultra-creamy, and available in the chicest array of shades, this malleable cream blush is the stuff of beauty-editor dreams. Whether you want to achieve a sheer baby-pink flush or build up the color to a statement-making pop of plum, a curated hue awaits you. Plus, it doesn’t hurt that these balms are supremely easy to blend—whether with your finger, a brush, or a sponge—and leave the prettiest satin sheen. Pro tip: Stipple on this blush with a brush after applying your face makeup and powder for a healthy glow. (No, this formula will not ruin your just-powdered face.)
From the chic packaging that makes it both pretty to display and easily portable to its versatile use (it does triple duty as a cream eye shadow and lipstick too), there’s not much to be left to the imagination as to why this balm steals the top spot.
Customer review: “Wow! First off, the packaging is so luxurious. I was blown away by the texture and that it gave me glow in addition to a beautiful natural flush. This is easily going into my holy grail of blushes. It looks so beautiful in my space with my other blushes.”
Alyssa Brascia wearing the Flush Balm in Archival.
Best Complexion Product: The Minimalist Perfecting Complexion Stick
Merit
The Minimalist Perfecting Complexion Stick
Size: 0.23 oz. | Shades: 30 | Key ingredients: Fatty acids, sea daffodil extract | Finish: Natural
If you want a complexion product that literally does it all—blurs skin like foundation, covers dark circles and blemishes like concealer, and even doubles as an eye shadow primer—then you’ve found your new holy grail. Voted one of our editors’ favorite foundation sticks of all time, Merit’s Minimalist is our bona fide desert-island pick.
“I’m obsessed with the Minimalist Perfecting Complexion Stick,” says WWW Beauty Director Erin Jahns. “It buffs, blends, and melts so seamlessly into the skin, and unlike so many foundations or concealers, it looks better and better the longer you wear it. It still looks freshly applied by the end of the day. I usually wear my makeup for a full 10 hours, and by hour 10, there was still no creasing.” Jahns even uses different shades from its 30 options to contour and conceal, further proving the versatility of these little sticks. “The formula itself is super buildable, but it retains its velvety, demi-matte finish without getting greasy or cakey no matter how many layers you add,” she elaborates.
Customer review: “I have raved about this product and have received so many compliments when wearing it! I am a makeup artist and love a super minimal/natural makeup look for myself and have struggled to find a foundation that doesn’t make my dry skin look worse. 10/10 will buy again! Have referred so many friends already.”
Best for Quick Eyes: Solo Shadow Eye Color
MERIT
Solo Shadow Eye Color
Size: 0.17 oz. | Shades: 14 | Key ingredients: Jojoba extract, microfine pearls | Finish: Shimmery, matte
Eye shadow fans and foes alike rejoice in the power of the Merit Solo Shadow. Soft, infused with plant extracts, and oh so blendable, these buildable cream shadows have made forever fans out of us. Senior beauty editor Jamie Schneider says these small, silky shadows give “unbothered ’90s supermodel,” and it’s easy to see why. Each buildable hue is creamy and hydrating while offering 12-hour, no-crease wear. Available in both matte and non-glittery shimmer formulas, these shadows offer a sheer wash of color and are easy to build from barely-there sheens to pigment-packed, ’90s-inspired smoky eyes.
Customer review: “I received this shadow in the color Glacé and I am in love with the color. It glides onto my eyes so nice and wears so well all day long with no creases or smudging. I can’t wait to try this out in more of the new colors! Why are you still reading this?! Go buy it! You won’t regret it!”
Best for Everyday: The Uniform Tinted Mineral Sunscreen SPF 45
MERIT
The Uniform Tinted Mineral Sunscreen SPF 45
Size: 1.7 oz. | Shades: 15 | Key ingredient: 100% mineral zinc oxide | Finish: Velvet
We’re fans of tinted sunscreen to begin with, but Merit’s new SPF takes the cake. It’s hydrating, blurring, and available in a stunning range of flexible shades, and Schneider attests that The Uniform is “1000% worth the hype.” It utilizes mineral SPF to block harmful UV rays, though it never leaves a white cast thanks to a proprietary pigment-dispersion technology, which melds the tinted pigments and ray-blocking zinc together in a harmonious, non-ashy way. “I’ve been testing it for the past month, and I’m not kidding. It makes my skin look airbrushed—like a permanent soft-focus effect,” Schneider previously gushed. “I stopped wearing foundation because of it!”
Customer review: “I’m 51, and your entire line is all I use now. I’ve tried many tinted SPFs over the years, and they either break me out, are too shimmery/shiny/sticky, or don’t cover well. The Uniform has a nice texture that, although it’s more matte than Merit’s other products, it’s not drying and looks great! I layer my other products on top if I want more of a ‘made-up’ look. My 74-year-old mother has started using Merit as well and loves it!”
Best Lipstick: Signature Lip Lightweight Lipstick
MERIT
Signature Lip Lightweight Lipstick
Size: 0.10 oz. | Shades: 15 | Key ingredients: Hyaluronic acid, sesame seed extract | Finish: Satin, matte
We have long sung the praises of Merit’s Signature Lip—a near-weightless lipstick that you can nab in either a satin or matte finish. In fact, we unanimously voted the satin tube as the best lipstick we’ve ever tried thanks to its hydrating formula, supremely comfortable texture, and buildable wash of color. “I have discolored lips, yet Merit’s formula applies flawlessly, especially the shade Tiger, which is my all-time favorite red lipstick,” former associate editor Yusra Siddiqui previously told WWW. What’s more, the matte version is somehow just as hydrating. Make it make sense!
Customer review: “It’s super lightweight, gives my lips a nice splash of color with a satin finish, and feels like I’m barely wearing anything. Plus, it’s hydrating with squalane and sunflower seed oil—total bonus. I love that I can build the color or gloss it up for different looks. And its eco-friendly packaging is a win for me. Totally recommend if you’re into lipsticks that care for your lips and the planet!”
Associate beauty editor Maya Thomas wearing Merit’s Signature Lip Lightweight Lipstick
Best Brush: Brush No. 1 Blending Brush
Merit
Brush No. 1 Blending Brush
Key ingredients: Vegan bristles, aluminum handle
“I was not expecting Brush No. 1 to be my favorite pick because I’ve never used a brush regularly, but this one has me converted,” says Editor in Chief Kat Collings. “It gives me a much more seamless look than just blending with my fingers, so my skin looks like the best version of itself, and you can’t see where I applied makeup. It also helps that it’s so fluffy and soft.”
Customer review: “I’ve tried many brushes before, but they often shed bristles and lose their shape after just a few uses. However, I’ve been using this one for a while now, and it still holds its shape beautifully. It’s incredibly soft and the perfect size! If you ask me, the only brush you will need.”
Best Believable Bronze: Bronze Balm Sheer Bronzer
Size: 0.44 oz. | Shades: 5 | Key ingredient: Fatty acids | Finish: Satin
If you’re in the market for a natural-looking bronzer, look no further than this sheer bronzer stick. Its chic golden packaging almost gives a nod to the sun-warmed glow you’ll receive after blending in a few swipes of this ergonomic stick (which, by the way, blends like a dream with Brush No. 1). It comes in five flexible shades that can be blended at the perimeter of the face for a subtle bronze or built up for a more defined sculpt. The natural finish it leaves you with isn’t just a by-product of its satiny formula—the stuff is actually hydrating your skin thanks to a nourishing infusion of fatty acids.
Customer review: “Lightweight and melts into your skin beautifully! Love it more than my Fenty contour stick. It is not cakey and gives you a very natural contour/ dimension. I will be purchasing again for sure!”
Best Natural Glow: Day Glow Highlighting Balm
Merit
Day Glow Highlighting Balm
Size: 0.14 oz. | Shades: 4 | Key ingredients: Squalane, olive-fruit oil, phytosterol, amino acids | Finish: Radiant
One of the products Brascia has been faithful to the longest is Merit’s Day Glow. In fact, it’s the only highlighting product that’s made her like the category. Most highlighters tend to look like a glittery mess—more like the aftermath of sorority bid day than the glowy result of hydrated, plump skin—but this moisturizing formula, infused with amino acids, phytosterol, and lots of vitamins, offers your skin real shine-inducing nourishment while kissing your complexion with a micropearl dew. Your skin will look healthier when you dab on this beauty.
Customer review: “I was surprised by how much I enjoyed using this product. I don’t use highlighters, and I wasn’t expecting much from this one, but it adds a nice glow to the skin without being glittery or overshadowing the rest of the face.”
Best Mascara: Clean Lash Lengthening Mascara
Merit
Clean Lash Lengthening Mascara
Size: 0.25 oz. | Shades: 1 | Key ingredients: Fatty acids, olive oil esters, vitamin B5 | Finish: Natural
It can be hard to find a non-flaky, smudge-free clean mascara that really delivers on what it promises—or so we thought until we tried Merit’s Clean Lash. This inky formula is secretly a tubing mascara, which means easy, tug-free removal and lash-thickening results that take stubbly fringe to flirty flutters. One swipe will give you natural-looking definition, but it’s easy to build up layers without veering spidery if you want to add a little drama. Plus, it’s vitamin-infused, meaning each swipe is like a conditioning treatment for your lashes. Sold yet?
Customer review: “Clean lash is hands down the best mascara I’ve ever used! Very little clumping and no smudge. The seamless formula makes application quick and easy. At the end of the day when it’s time to take it all off, I can easily remove it with water and soap. Although, my favorite way to take it off is with an oil cleanser! The packaging is very smooth, amazing quality, and gives off those clean vibes Merit is all about! My makeup has never looked better!”
Best Brow Pomade: Brow 1980 Volumizing Pomade
Size: 0.15 oz. | Shades: 4 | Key ingredients: Vitamin B5, kaolin clay, mineral pigments | Finish: Natural
“Even if I have a pretty bare face, I always focus on my brows, so a great brow gel is a must,” says Kristen Nichols, associate director of special projects. “I’ve tried many formulas over the years, but Merit’s Brow 1980 Volumizing Pomade is one that stands out among the rest. The volumizing effect truly gives my eyebrows an instant fullness that lasts for hours of wear.”
Customer review: “I’ve been using MERIT’s Brow 1980 for a couple of days now, and it’s a game-changer! It holds all my brow hairs in place while helping me shape them effortlessly. The formula provides a natural, polished look that lasts all day. I even used it during my yoga sculpt class, where I sweated a lot, yet it still stayed perfectly in place! It’s easily become an essential part of my daily routine, ensuring my brows always look their best with minimal effort. I truly recommend!”
Best Skincare + Fragrance
MERIT
Retrospect L’Extrait de Parfum
Size: 1.01 oz. | Key notes: Bergamot, ambrette, jasmine, vanilla, musk | Longevity: 12 hours
Our beauty team is so obsessed with this potent perfume that we gave it an award for being one of the best fragrances of 2025. A musky skin scent, this comfortable fragrance wears differently on everyone, pulling on its fruity and floral notes on some people and leaning warm on others. “It fully sparked my newfound love for delicate, pretty, powdery confections,” says Schneider. “I’m constantly testing new fragrances—to the point that I could theoretically wear a new one every single day—yet I still reach for this one two to three days a week. That’s when you know it’s good!”
Customer review: “Merit’s Retrospect perfume is a game-changer! This sophisticated, powdery scent seamlessly transitions into a sensual, musky aroma that exudes confidence. Perfect for everyday wear, Retrospect makes a statement without being overpowering. A must-have for anyone seeking a refined, alluring fragrance!”
Best Skincare Prep: Great Skin Serum
Size: 1.69 oz. | Skin type: Normal, dry, oily, combination | Key ingredients: Hyaluronic acid, niacinamide, cacao-seed extract | Finish: Dewy
We don’t know what our makeup game would be without the Merit Great Skin Serum. This hydrating, ultra-glowy biphase serum offers four different weights of hyaluronic acid to nourish multiple layers of the dermis over time, making for an all-day glow that doesn’t diminish as the hours pass on. It’s virtually weightless despite being infused with niacinamide, cacao-seed extract, Japanese goldthread root, and more for calming, soothing, and plumping properties. (Brascia has sensitive skin and can use this serum with no issues.) Everyone knows the best makeup starts with skincare, and this is the perfect first step.
Customer review: “I’ve been using this for about a week now. I’ve noticed an overall healthier glow to my complexion and have received many compliments about the health of my skin. My favorite thing about it is there’s no chemical smell, and doesn’t feel heavy.”
Best Makeup Prep: Great Skin Priming Moisturizer
MERIT
Great Skin Priming Moisturizer
Size: 1.69 oz. | Skin type: Normal, dry, oily, combination | Key ingredients: Oat extract, glycerin, hyaluronic acid | Finish: Dewy
We love a no-fuss, simple skincare routine that absorbs quickly so we can dive into our makeup, and this priming moisturizer is just that. Fast-absorbing, packed with nutrients, and instantly softening, there’s so much to love about this ultra-hydrating formula. It works flawlessly with all skin types, and even though the brand doesn’t deliberately declare its compatibility with sensitive skin, we can confirm that it indeed is. The lightweight formula is infused with oat extract, glycerin, hyaluronic acid, and the same proprietary complex in the serum for cohesive skin prep and pill-free makeup application afterward. What can we say? It’s a 10!
Customer review: “After a couple of weeks of use, I can officially say that I am a fan of the great skin moisturizer. I have very sensitive eczema-prone skin and can’t use products with strong smells, but I need a thick moisturizing formula. The great skin cream has a light natural scent and is a hydrating daily moisturizer that is a good base/prep for makeup or just on its own before bed or on a makeup-free day. I’m adding this to my rotation!”
Brascia wearing a full face of Merit skincare and makeup.
Also Great
This is a comfortable, hydrating lip oil that coats your pout in a glassy shine. Layer it over the Signature Lip for a juicy lip combo.
MERIT
Great Skin Double Cleanse
This state-of-the-art cleanser isn’t just pretty—it’s potent enough to consolidate your double-cleanse routine into one step and won’t break acne-prone skin out.
MERIT
The Great Skin Trio
Nab the entire skincare set with this bundled deal.
MERIT
Signature Lip Liner
We love a hydrating lip liner, especially during dry winters when our lips feel chapped. This gel pencil delivers moisturizing, sheer color without tugging or drying out the skin.
This eyebrow pencil sketches perfect, thin strokes for a hairlike look. Its sheer formula avoids overapplication and accidental dark spots, resulting in a smooth, natural look.