We can list the Aussie-born make-up and skincare brands we love at a drop of a hat. But US beauty is really making itself known in the market at the moment.
Merit is the latest brand to ship to Australian shores – Glossier and Tower 28 have both launched online and in-store at Mecca in the past few months – bringing its cult easy-to-wear make-up just in time for a summer beauty reset.
“Our brand’s ethos has clear alignment with the Aussie approach to beauty – Australian consumers pioneered the kind of natural, glowy look that is the hallmark of our products and philosophy, and clearly prioritise the kind of simple routines we create at Merit,” the brand’s chief marketing officer Aila Morin shared in a statement.
Merit will slot effortlessly into the routines of skinimalists who favour pared-back glow over layers of contour and heavy foundation. Aptly named The Minimalist, the brand’s complexion stick offers light-to-medium coverage with a hydrating but breathable finish – the perfect choice for incoming summer heat. You’ll notice there’s no concealer in the collection – this product is designed to be an all-in-one base. You can also use it as contour by choosing a hue three shades darker than your base and blending well.
The Flush Balm is a perfectly pigmented cream tint that delivers just the right amount of colour to your cheeks (but you can also swipe it across your lips and eyelids if you wish). The brand’s website is well resourced to help you work out what shade will suit your skin tone. Some crowd favourites include Stockholm, Beverly Hills and Persimmon.
The Day Glow highlighting stick offers a dewy, balmy sheen without even a hint of glitter. Meanwhile, the eyebrow pomade and pencil deliver ’80s power brows.
You can mix and match individual products with your existing routine. But if you’re ready to lean into an entirely new beauty regimen, the brand offers a number of curated sets to get your collection started. It’s no surprise that the Five Minute Morning offering is a hit with people who favour their beauty sleep.
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