If you’re an avid beauty reader, you might have heard about a clean makeup brand that landed in the US this month called Merit Beauty. This minimalist makeup brand is the brainchild of Katherine Power, founder of affordable skin-care label Versed and a cofounder of Who What Wear. Power launched this line to fill the need for a curated five-minute face that’s both simple and fast. And she’s already built up a big celebrity fan following thanks to her pared-back aesthetic and glowy-natural approach to beauty.
The brand’s 10 products include everything from a tinted moisturizer to a foundation to a highlighter, all of which come in a sleek black makeup bag that comes free with your first purchase. Each product is free of all known toxins like parabens, phthalates and silicones. They are also vegan and cruelty-free, and Leaping Bunny certified. And their packaging is either recyclable or reusable.
Unlike many other clean brands, Merit considers themselves “clean” rather than “all-natural.” They meet the Clean at Sephora guidelines (which are looser than those of TNK) and use nontoxic ingredients both natural and synthetic. For example, the Great Skin Instant Glow Serum contains 4 types of hyaluronic acid to plump and hydrate as well as niacinamide to brighten. And the Minimalist Perfecting Complexion Stick includes sea daffodil extract to diminish dark spots.
But despite these good intentions, some of the formulations are questionable. For example, the Acrylate Copolymer in their Lightweight Lipstick and Clean Lash Lengthening Mascara is produced by treating phenol with ethylene oxide to produce acrylates. According to the FDA, acrylates may be absorbed through the skin or inhaled, and they are a known human carcinogen. They also contain phenoxyethanol which is an emulsifier and preservative. Merit Beauty Review