"The abundance of startup beauty brands can prompt eye rolls among even the most diehard makeup and skin care devotees. The market has been flooded with seemingly near-identical emerging brands, making it hard to know what's worth the investment and which are just really good at social media marketing. I've long been skeptical of many of these newcomers, and admit to even feeling overwhelmed by the range of choices that are available."
"After trying out pretty much all of Merit's products, I can officially say that I'm hooked. I use them daily and love how quickly and easily they give my skin a natural, flawless glow. The line gives you an effortlessly put-together appearance without feeling caked on, overly formal or greasy. Best of all, the reasonable price point makes it easy to stock up on my favorites, like the lip tint or cheek balm."
Merit Beauty positions itself as a minimalist makeup and skin care brand offering curated essentials designed for quick, natural-looking results. The line began with ten products and expanded to include additional skin care and makeup items focused on skin-forward, plant-based formulations rich in antioxidants. Products aim to deliver a dewy, flawless finish without feeling heavy, greasy, or cakey, simplifying routines while maintaining quality. The brand emphasizes reasonable price points for easy repurchasing and highlights leadership by Katherine Power and collaborations with top industry professionals to establish credibility.
Read at HuffPost
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