On Our Radar: Does Merit Make-Up Live up to the Hype? We Put the Cult US Brand to the Test

Launched in 2021 by Katherine Power, co-founder of Who What Wear and sole founder of US-based Versed skincare, Merit entered the market at a time when airbrushed faces and Kardashian-style contouring were the norm, and offered the opposite. Calling itself a “minimalist make-up brand”, the marketing focused on a five-minute routine using limited products that can be applied with fingers. The brand clicked with Australian beauty fans as soon as it launched here in 2024.

The formulas are non-comedogenic, and the ingredients translate into make-up that melts into the skin rather than sitting on top of it. Vegan and Leaping Bunny-certified, formulas are free from sulphates, parabens, formaldehydes, phthalates, mineral oil and artificial fragrance. It’s a brand that doesn’t chase trends, or even gen Z (an anomaly in the market), but instead has cross-generational appeal as the make-up brand for busy women. 

Merit’s hero product lives up to the hype. A two-in-one concealer-foundation that gives a natural-skin-like finish, I think of it as a refined version of ’90s stick foundations. The pen format allows precision so you can spot-apply it over marks, redness and blemishes, or scribble it on and blend out (the No.1 brush is made for that) for more of a foundation-like base. If you prefer full coverage, you can build up to that, but I’ve found its most flattering use comes from covering uneven tone and blending out for a “no make-up” look. The only caveat here is that it works best on hydrated, moisturised skin, so make sure your base is well prepped.

If you’ve only come across one Merit product, it’s likely these internet-famous cream blushes. The texture is unique; a sheer cream with microfine pigment and a satin finish that melts into the skin for a believable flush. The formula has vitamin E, which helps give it slip and feels nourishing to wear, and, like all their products, you can build on the colour for more intensity. Flush Balm was formulated with renowned LA-based aesthetician and acne specialist Biba de Sousa, so its ingredients aren’t acne-triggering (traditional blushes can often be comedogenic). 

If you usually shy away from bronzer because you find it too tricky, I implore you to give this one a go. True to the Merit brand, it’s a product that’s near-impossible to get wrong thanks to the ultra-blendable formulation, which includes fatty acids and vitamin E, both for moisture and to help it glide over the skin. I use this as an entry-level contour (use the narrow side for this), and as someone who’s never been able to contour before, the sheerness of the colour and the natural warmth it gives makes it ideal for beginners.

These liners launched as a limited-edition item for Christmas, but the demand was so great Merit added them to its permanent range. Rather than a pencil-style texture, which can drag across the lips, this is a deliberately sheer gel formulation with a satin finish. Its sheerness means it’s relatively forgiving if precision isn’t your forte, but this is not a liner that lasts all day. I use them either to give slight definition, or as a wash over the entire lip. If you’re after more pigment, Merit added several new shades last month that fit the brief.

The Uniform launched last year, but it’s already become a favourite of mine. The weight of this sits between a tinted moisturiser and BB cream, and the nano zinc oxide (the active ingredient in the sunscreen) gives it a velvety texture. The finish is slightly blurred on the skin. It’s the perfect summer base, offering just enough coverage to even the skin out without looking like you’re wearing make-up. (A reminder that in Australia, the Cancer Council recommendation is one teaspoon of cream for face, neck and ears: unless you’re using a teaspoon of this to cover your face, layer sunscreen beforehand.)

These cream shadows, in both matte and sheen variants, are the unsung heroes of the Merit range. The mattes are a cream-to-powder formula, with calendula and chamomile to ensure they’re gentle on the lids, which give a soft, sheer wash of colour (buildable, of course). The sheens are made with microfine pearls so the finish is pearlescent, not glittery, and they don’t crease on the eyelid. Both can be applied with your fingers, or a brush if you prefer. The shade range is a collection of neutrals – my pick is Studio, an elegant taupe.

The Verdict 

I’m a big fan of Merit (it’s the brand you’ll most commonly find in my handbag) so it’s hard to pick favourites. But since Broadsheet is making me do so, I can’t go past: The Minimalist (so easy, great for the handbag); The Uniform for lightweight coverage; Flush Balm (I have four shades and apply them without a mirror), and Solo Shadow, because I’ve never used a shadow that’s as comfortable or flattering as this, and I love the cream-to-powder formulation. I think you could trial any of the products that resonate with you, and you’ll be satisfied. Unless of course you’re looking for high-coverage long-wear make-up – that’s not what Merit is about. But, if you want make-up that looks natural and is easy to apply, Merit’s where it’s at.

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On Our Radar is a new Broadsheet series where beauty editor and co-founder of the weekly beauty newsletter Gloss Etc, Sarah Tarca, takes a deeper look at beauty and skincare brands people are talking about.

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