Despite being a relative newcomer, Merit Beauty has quickly secured a spot in make-up bags everywhere. Since arriving in the UK in 2023, the brand has built a reputation for its elevated take on minimalist beauty. Think effortless, buildable formulas housed in chic gold and mahogany-toned packaging, all wrapped up in a sleek, understated aesthetic.
But Merit’s appeal extends beyond make-up. Since launching with just 10 products, the brand has expanded into a tightly curated skincare range and even introduced its first fragrance. Along the way, it’s developed a loyal following, with several products achieving cult status after going viral on social media – including its balmy bronzer, dome-shaped blushes and buildable complexion stick.
Sitting somewhere between high-street and luxury price points, Merit isn’t the cheapest brand on the market, which raises the question: is it worth the investment? To find out, I put a selection of the brand’s bestselling make-up and skincare products to the test. Read on for my honest verdict.
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The best Merit products for 2026 are:
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