Merit Beauty review: It’s the Birkin Bag of the make-up world – here’s what’s actually worth buying

APPLYING make-up in public is always a bit awkward, thanks to the tattered, peeling products I pull out of my cosmetic bag. Make-up has always been a very functional item for me - as I prioritise hardworking, innovative formulas over pretty packaging - but something has changed, and I blame make-up brand Merit Beauty . Merit Beauty make-up range Whether sitting on the train or networking at an event, I now flash my Merit products like a designer bag or sparkly earrings, taking pride in touching up my lipstick or fixing my brows.

I carry my Merit products in every going-out bag, work satchel, and suitcase I own, and have passed on Merit lipsticks to friends and family. It all started in 2023, when the American minimalist make-up brand, founded by beauty mogul Katherine Power, hit the shelves in the UK. Boasting buttery-smooth concealers , hydrating lipsticks , and dewy serums , I was instantly hooked - and it seems like pretty much everyone else is too.

After all, Merit is the type of brand that a cool Aunt, wealthy neighbour, or Rachel from Friends would use - or, rather, it’s a brand that Bella Hadid and Cameron Diaz actually use. AT A GLANCE: What is Merit Beauty? Merit Beauty full review Where to buy Merit Beauty in the UK? Does Merit Beauty offer discount codes? Is Merit Beauty a clean brand? What is Merit Beauty? Luxury make-up brand Merit is fondly referred to as a ‘grown-up Glossier ’, thanks to its universally flattering formulas and cult-like following, but I l.