Why MERIT Beauty’s Focus on Essential, Minimal Makeup Is Important in 2021

By Ashley Alagurajah

Katherine Power has answered our minimal makeup prayers by launching the year’s newest clean cosmetics line, MERIT Beauty, where less is more.

Perhaps the last year paved the way for MERIT, a minimal beauty brand's success. The pre-existing need for five minute makeup no doubt expanded in 2021 for those of us who only reach for our makeup bags when we have a Zoom meeting, or the weekly essential errand.

“In many ways, beauty and self-care has reached a fever pitch,”

Power writes on the company’s website. In an oversaturated market where we’re often bombarded by the rhinestones and sparkles of the beauty industry begging for our attention when anything new hits the shelves, MERIT promises something different. 

The names of the products speak for themselves - a multi-use perfecting complexion stick called, “The Minimalist,” and a lengthening mascara called, “Clean Lash,” among the rest all depict effortless beauty. Obviously heightened by the pandemic, the barely there makeup look is coveted by women everywhere. Pinterest boards are full of gorgeous faces with freckles and beauty marks shining through a light dusting of blush - this is what everyone wants, a soft, easy, classic look. 

“MERIT was built around the idea that ‘less is more’ because we really want to just look like ourselves but better,” says Power in her product tutorial. Simplicity is what the brand claims to bring, with half a dozen no-makeup makeup products for the everyday working woman who doesn’t have an hour to apply false lashes and lip liner.

With everything looking good on paper the only thing that could work against this up-and-coming brand would be a meaningless product - but that’s not the case here. In such stunning packaging that you almost want to leave on your countertop, MERIT has done what many have tried to do, successfully create products that adhere to the clear shift from “caking” the face, to “editing” it.  

The six product line (seven including their Brush No.1 blending brush,) is everything you need to acquire a masterfully elevated everyday look with easy-to-use, stay all day products. These really are the, “Well-edited essentials that have earned a place on your vanity,” just like Power claims.

The new beauty line aims to serve the user well, but also has a mission to serve the environment well too. MERIT has dedicated themselves to taking a “holistic approach to clean,” ensuring their formulas and production maintain the highest levels of safety and ethics for your body and the planet, which you can read about on their about page.

All packaging is recyclable, reusable, or biodegradable, and their products are vegan and cruelty-free. They’ve also partnered with Baby2Baby, a non-profit that provides children across the United States with diapers, clothing and other basic necessities - no doubt something closer to Power’s heart as a mother herself.

Shop Merit Beauty here.