Merit Beauty is a minimalist beauty brand founded in 2021 by entrepreneur Katherine Power. The brand focuses on simplifying beauty routines by offering a small collection of essential products intended for quick, everyday use.
Merit Beauty’s product line includes options for eyes, cheeks, lips, and complexion. It offers products like Flush Balm, Minimalist Stick, and Great Skin Serum for multi-purpose use and ease of application.
Merit Beauty’s packaging emphasizes a clean aesthetic, while the formulas are intended to balance skincare with makeup utility. But are Merit Beauty products really long-lasting?
In this review, we will explore the product range offered by Merit, its features, and its focus as a brand. We will also learn about the brand advantage and limitations to help you decide if you want to include it in your daily self-care routine.
Merit Beauty focuses on simplifying beauty routines by offering a curated selection of products. The brand claims to create products that are buildable, easy-to-apply, and suitable for a quick five-minute routine.
As per the official website, Merit formulates all of its products to meet EU standards and maintains a strict internal list of excluded ingredients. Its entire line is vegan, cruelty-free (certified by Leaping Bunny), and part of the Clean at Sephora program.
Merit Beauty states that its formulas avoid over 1,300 potentially harmful ingredients, including parabens, sulfates, formaldehyde, and talc. The brand also follows a “no-list” of 73 additional ingredients that are known to trigger inflammation or acne, like coconut oil.
Merit Beauty’s product range includes multi-use complexion sticks, cream blushes (Flush Balm), sheer bronzers (Bronze Balm), tinted lip oils (Shade Slick), lightweight lipsticks (Signature Lip), highlighting balms (Day Glow), and skincare such as the Great Skin serum and moisturizer. It also recently launched a fragrance called Retrospect.
The brand also takes sustainability seriously, using minimal and reusable packaging like its machine-washable Signature Bag, recyclable shipping boxes, and compostable mailers.
Headquartered in Los Angeles, Merit Beauty operates with teams on both U.S. coasts and manufactures its formulas in the U.S., South Korea, and Italy.
The Bronze Balm Sheer Bronzer by Merit Beauty provides a natural wash of warmth and soft definition without the risk of harsh lines or streaks. The formula is buildable, which may help you customize the level of color depending on how much depth or glow you want.
The makers state that the Bronze Balm Sheer Bronzer can blend easily into your skin with a satin finish that mimics your natural complexion. It can be used for both bronzing and contouring.
The stick format features a wide side for sweeping color onto areas like your cheeks, forehead, and nose, and a narrow edge for more precise application, such as along the jawline or under the cheekbones. Available in five shades, such as Quince, Clay, Seine, Leo, and Monarch, Bronze Balm Sheer Bronzer could help enhance your complexion.
The Merit Beauty Great Skin Instant Glow Serum is a bi-phase serum that may help deeply hydrate, plump, and revitalize your skin, giving you an instant, healthy glow. It absorbs quickly into the skin without feeling heavy or greasy, which makes it suitable for both as a skincare option and a primer under makeup.
As per the official website, Great Skin Instant Glow Serum includes four types of hyaluronic acid, such as sodium hyaluronate, sodium hyaluronate crosspolymer, hydrolyzed sodium hyaluronate, and sodium acetylated hyaluronate, which work together to deliver hydration to multiple layers of the skin. This helps lock in moisture, smooth fine lines, and improve skin texture.
Great Skin Instant Glow Serum also contains niacinamide, a form of vitamin B3 that helps brighten and even out skin tone, and cacao seed extract, which is rich in caffeine and promotes blood flow for a visible plumping effect. To use the product, the makers advise shaking the bottle well and mixing the bi-phase formula, then applying 2–3 pumps onto clean skin before moisturizer.
Merit Beauty claims that its Signature Lip may provide effortless, everyday color with a weightless feel. This lipstick adapts easily due to its buildable satin or matte formulas, whether you're aiming for a natural daytime look or building up color for a bolder finish. Signature Lip is infused with plant-derived squalane and sunflower seed oil, which may provide moisture to your lips. This keeps your lips soft and supple throughout the day without dryness or tightness. It contains vitamin C, which might help smooth your lip surface, and also has papain enzyme, which may help maintain the health and softness of your lips over time. As per the official website, Signature Lip comes in different ranges, such as satin and matte shades in a variety of tones, including Classic Pink, Berry Brown, Warm Brick, and Pink.
The Merit Beauty Solo Shadow is a cream-to-powder matte eyeshadow, which gives a soft-matte finish. It starts with a creamy texture upon application and sets to a smooth powder, allowing you to create a subtle wash of color to a more defined, layered eye look. The formula is made to be mistake-proof and can be applied either with your fingers or with Brush No. 2, a dual-ended eyeshadow brush.
As per the official website, Solo Shadow includes calming chamomile and calendula extracts, which might help soothe the delicate eyelid area, while magnolia bark extract might help smooth the appearance of skin.
The addition of peptides in Solo Shadow could also support the reduction of fine lines, and sunflower seed oil may help nourish your skin. The makers claim that Solo Shadow is also ophthalmologist-tested and safe if you have sensitive eyes and wear contact lenses. Solo Shadow is available in a range of shades, grouped into two categories including The Neutrals and The Statements.
Merit Beauty offers Clean Lash Lengthening Mascara, which may help define, lengthen, and lift your lashes without clumping or smudging. It comes with a tubing technology, a formula that wraps around each lash to form tiny water-resistant tubes.
The makers state that Clean Lash Lengthening Mascara doesn’t flake or smear throughout the day, making it suitable for long wear even in humid conditions, during workouts, or if your eyes tend to water.
Clean Lash Lengthening Mascara also comes with a precision curved brush that evenly coats each lash, enhancing length and separation for a natural yet noticeably lifted appearance. It includes olive oil esters, which may help soften and condition each lash. These esters create a smooth application while delivering essential emollients that reduce dryness and brittleness over time.
To support lash strength and hydration, Clean Lash Lengthening Mascara also combines vitamin B5 (panthenol), a humectant that attracts moisture and improves flexibility. It might help protect your lashes from breakage, keeping them supple and resilient with regular use.
The Merit Beauty Brush No. 1 may help blur the line between makeup and skin, creating a flawless, natural look. As per the official website, Brush No. 1 may provide a smooth, even coverage, whether you’re applying foundation, concealer, or other cream-based products. Brush No. 1’s bristles are structured to provide optimal control and precision during blending, while also maintaining their shape over time without shedding. It features a sleek and durable 100% aluminum handle, which gives it a lightweight feel.
Merit Beauty’s Flush Balm may give your skin a fresh, natural-looking glow. The makers state that the balm melts into your skin without ever feeling heavy or cakey.
Flush Balm contains microfine pigment powders that blend effortlessly, making it easy to achieve a soft, satin flush. This formula includes vitamin E, which may help protect your skin from excessive environmental stressors and free radicals that can contribute to irritation or premature aging.
Flush Balm is available in a wide range of shades grouped into “The Pops,” “The Neutrals,” and “The Classic Pinks,”. It also offers shades like Stockholm, Lusitana, Terracotta, and Persimmon.
Merit Beauty keeps its product line sharply focused, offering only a few multitasking essentials like The Minimalist complexion stick, Flush Balm blush, Tinted Lip Oil, and Brow 1980. This tight edit may help simplify your routine without extra steps. On the other hand, Westman Atelier takes a more expansive approach with foundations, bronzers, contour sticks, brushes, and highlighters such as Liquid Super Loaded Tinted Highlight, while Saie offers a broader mix of dewy, clean beauty staples like liquid blushes and radiant concealers like Glow Sculpt.
Merit Beauty’s formulas are sheer and blendable, aimed at creating a soft, natural finish. The brand mentions that its products are built without requiring precision or layering. In comparison, Westman Atelier’s pigments are bolder and better suited for sculpted, defined looks. Saie’s products often emphasize glow and visible color payoff, leaning more playful and radiant than Merit Beauty’s subtle, second-skin effect.
Merit Beauty’s packaging is also compact and travel-ready, with a clean design that supports quick, on-the-go use. On the other hand, Westman Atelier’s packaging is heavy, luxe, and visually statement-making. Saie’s formats are more casual but not as minimal or portable. Merit Beauty keeps every element, formula, finish, and format tightly aligned for ease and efficiency.
Merit Beauty claims to formulate all of its products to meet European Union cosmetic regulations, which restrict over 1,300 ingredients, far more than U.S. guidelines. This commitment ensures a higher safety baseline for skin health. The brand also collaborates with aesthetician Biba de Sousa, who contributes her proprietary “no-list” of 73 ingredients often linked to breakouts and irritation.
Other brands like Westman Atelier and Saie also follow ingredient exclusion practices, but with different focuses. Westman Atelier avoids silicones, PEGs, talc, and synthetic fragrance, and includes actives like ceramides and hyaluronic acid, prioritizing formulation gentleness. Saie excludes over 2,700 ingredients and incorporates plant-based actives alongside sustainability initiatives such as refillable packaging.
Compared to these brands, Merit's formulation approach is more rooted in regulatory compliance than brand-developed exclusion lists or proprietary ingredient philosophies. This may appeal if you’re looking for products that reflect established international safety standards rather than broader clean-beauty definitions.
Merit Beauty claims that its every product is both vegan and cruelty-free, with certification from Leaping Bunny, which applies across its entire supply chain. This confirms that the brand does not include any ingredient or finished formula that is tested on animals. All products are free from commonly used animal-derived ingredients such as beeswax, lanolin, carmine, collagen, and squalene sourced from animals. Merit Beauty also avoids ingredients like tallow.
Meanwhile, Westman Atelier is cruelty-free but not entirely vegan. Several of its formulas contain beeswax, which is commonly used as a texture enhancer in cream-based products, and carmine, a pigment derived from insects that’s often used in red-toned lip or blush products. These ingredients appear in multiple products, such as the Baby Cheeks Blush Stick and select Lip Suede shades, so you’ll need to check each formula if you’re avoiding animal by-products.
Saie also maintains a cruelty-free position but doesn’t label all of its products as vegan. For example, the brand’s Slip Tint Dewy Tinted Moisturizer includes non-vegan components like beeswax or lanolin derivatives. Because Saie doesn’t offer a fully vegan product guarantee, ingredient verification is needed on a case-by-case basis. With Merit Beauty, there’s no need to cross-reference ingredient lists or track down vegan certifications on individual products, as the brand confirms that its entire line is vegan and cruelty-free.
Merit Beauty positions itself as a minimalist clean beauty brand with a mid-range price point, with most products priced between $24 and $38. The brand offers products like the Clean Lash mascara ($26), Brow 1980 pomade ($24), Flush Balm cream blush ($30), and Minimalist Complexion Stick ($38), which reflect this range. While the brand also offers curated sets that can exceed $200, its pricing doesn’t reach the luxury level of Westman Atelier, where products often range from $48 to $75, and kits and tools can exceed $300. At the same time, it’s not as affordable as Saie, whose products like mascara, glosses, and brow tools typically fall in the $20–$30 range.
This mid-tier pricing can be a limitation as it positions Merit Beauty in a space that may feel neither aspirational nor budget-friendly. Westman Atelier sits firmly in the luxury category, with high-end pricing and packaging. Saie, on the other hand, offers more accessible options for everyday use. Merit Beauty’s pricing places it in a middle range that may not appeal if you are a budget-conscious shopper or looking for truly premium offerings. This positioning could make it harder for the brand to establish a distinct value in a competitive market.
A recurring issue with Merit Beauty, as reflected in several unresolved BBB complaints from 2024 and 2025, is its unreliable customer service and lack of post-purchase support. The brand offers no phone line for assistance, relying solely on email, which many users report goes unanswered, even days after the promised 24-hour response window. For example, in June 2025, a customer received a tampered package containing a random item instead of their makeup order and was unable to get any response from Merit Beauty despite multiple follow-ups.
Other complaints from early 2025 and late 2024 highlight persistent problems with return approvals and refunds. One customer reported waiting over a month for an approved refund with no resolution. A customer had to initiate a chargeback after their refund was withheld unless they canceled the dispute, despite providing evidence of prior communication. Some users raised concerns over a promotional raffle that was never fulfilled or acknowledged, raising questions about transparency in Merit Beauty's marketing practices. These patterns across multiple reports from 2024 and 2025 suggest a consistent limitation in Merit Beauty's customer service system, especially in addressing order issues, processing refunds, and maintaining consumer trust.
Westman Atelier firmly positions itself in the premium beauty space, offering high-end, artisanal products with a luxury feel. Its Vital Skin Foundation Stick is priced at $68, while the Baby Cheeks Blush Stick sells for $48. The brand’s skincare range, including products like the Skin Activator, can reach $150, and the brand also carries prestige brushes and tools often priced around $100. This pricing structure aligns with Westman Atelier’s commitment to craftsmanship, elevated packaging, and prestige distribution through select retailers such as Violet Grey, Net-a-Porter, Nordstrom, and goop.
Meanwhile, Merit Beauty takes a more accessible approach to clean beauty. Most of its products range from $26 to $38, with products like The Minimalist Perfecting Complexion Stick ($38) and Flush Balm ($30) offering affordable luxury. Distributed through Sephora in the U.S. and U.K. and available internationally, Merit Beauty focuses on simplifying beauty routines with a minimalist range that includes essentials like blush, mascara, brow products, and the Great Skin Serum.
When it comes to variety, Westman Atelier provides more depth and artistic flexibility. The brand covers a broader range of foundation shades, blushes, highlighters, bronzers, lipsticks, and eyeshadows, and is expanding into skincare. Merit, on the other hand, offers a curated collection for daily wear, appealing to you if you prefer a natural, five-minute routine.
Both brands also differ in return policies. Merit Beauty provides a risk-free 30-day return window, even on lightly used products, with prepaid return labels and an easy online process. Westman Atelier also offers 30-day returns but requires products to be unused and in their original pack. Depending on the retailer, return shipping may not be covered, adding a layer of friction that matches its luxury positioning. Westman Atelier focuses on high-end experience, while Merit Beauty offers clean, approachable beauty that fits seamlessly into your everyday routine.
Saie takes a more accessible and inclusive approach within the clean beauty space, with most of its products priced between $20 and $30. The brand also highlights its diverse lineup, offering not just core makeup products like blushes, highlighters, and lip glosses, but also branching into lifestyle goods via its Saie Vintage collection. Sair product options include the All-Over Powder Brush, Glossybounce, and Dew Bronze.
On the other hand, Merit Beauty’s product range includes options like the Minimalist Perfecting Complexion Stick, Flush Balm cheek tint, and Clean Lash mascara, typically falling between $30 and $40. The brand’s focus is tightly curated, offering only multitasking essentials that may make your routine easier.
Based on Amazon reviews from 2024 and 2025, both Saie and Merit Beauty have developed a strong following among users who prefer minimal, skin-first makeup, but each serves slightly different needs.
Saie’s Slip Tint Tinted Moisturizer is consistently praised for its performance on dry and mature skin, with multiple reviewers in 2025 mentioning how well it works on skin types that usually struggle with tinted products. One reviewer highlighted that, unlike other formulas that felt like clay, Saie’s product blends easily and feels light. Users also appreciate its skincare-like qualities, like its hydrating, breathable, and SPF properties, making it a convenient all-in-one for people who don’t want heavy foundation. However, the most repeated complaint is the product’s faulty pump packaging, with reviews dating back to 2024 pointing out that the pump doesn’t dispense properly and should be replaced with a squeeze tube. Despite this, users continue to repurchase due to the clean formula and skin benefits.
Merit Beauty’s Minimalist Perfecting Complexion Stick is also well-received in reviews from late 2024 through mid-2025, especially by users with mature, combination, or sensitive skin. Several reviewers highlight the stick’s convenience and how easily it blends without emphasizing texture or pores. It’s often used for spot concealing, under-eye brightening, and targeted coverage, rather than as an all-over foundation. A 2025 reviewer even mentioned using it to cover age spots and discoloration without any irritation. The versatility and natural finish are common themes, though some users noted that the product doesn’t stay on all day or may settle into wrinkles without the right prep.
Saie leans more toward offering hydrating, all-over complexion products with a sheer, glowy payoff that suits minimal makeup routines. Merit, meanwhile, provides customizable coverage and a clean finish with its offerings that can double as both foundation and concealer.
To evaluate Merit Beauty, we looked at a combination of brand age, history, third-party review platforms, and complaint records. Merit Beauty launched in 2021 as a minimalist beauty brand with a focus on clean ingredients and a luxury image.
However, one of the key concerns is Merit Beauty's “F” rating on the Better Business Bureau (BBB). This rating typically reflects unresolved complaints regarding delivery problems, missing or damaged products, and a lack of follow-up from customer service, issues that suggest systemic gaps in post-purchase support.
We also checked Trustpilot, a platform commonly used by consumers to share independent reviews. Merit Beauty does not currently have a profile there, making it difficult to evaluate broader customer sentiment. This absence reduces transparency and raises questions about the brand’s willingness to invite open feedback. These factors, such as poor BBB rating and a lack of verified third-party reviews, played a central role in our evaluation of Merit Beauty's reliability and customer experience.
We closely reviewed Merit Beauty’s return and refund policy to understand how customer-friendly and flexible it is. The brand provides a 30-day satisfaction guarantee for products purchased directly from its website, allowing you to request an exchange or a refund within that window. However, several limitations surfaced during our assessment. Shipping fees are non-refundable, and returns are also not accepted beyond 30 days. Certain products, like the fragrance Retrospect, cannot be returned at all due to hazmat shipping restrictions.
We also noted that products bought as part of a set are not eligible for individual returns, and all Sephora purchases must be handled under Sephora’s separate return policy. These restrictions create a less flexible experience for you if you expect a smoother post-purchase process. While the brand has a functional system in place for returns and exchanges, the exclusions and fragmented policies were key factors in our evaluation.
Merit Beauty is focused on clean formulations, multi-use products, and a simplified approach to makeup. Its offerings provide sheer-to-medium coverage that emphasizes ease of use and a natural finish.
Merit Beauty offers a curated product line that is vegan and cruelty-free, and adherence to stricter ingredient standards aligned with European Union regulations.
However, the brand does come with some limitations. If you are considering Merit Beauty, its narrow shade range, coverage may not meet your needs if you are seeking long-wear or full-performance makeup.
Merit Beauty has also reported recurring concerns about customer service responsiveness. Some people also find the mid-tier pricing lacks clear value, falling between more affordable and more premium alternatives.
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