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Merit
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Although the popular “clean girl” makeup of 2025 seems nowhere near as visually intricate as the cut-crease, carved brows, and glazed donut highlighter looks of 2016, there are still just as many steps, if not more, required for that perfect no-makeup makeup. From multiple colors of concealer to a bunch of different brushes, sometimes it’s just too much effort for an everyday look.
If you want to look and feel put together while prioritizing your much-needed sleep, Merit makeup is the solution. Their products focus on clean, minimalist makeup with your skin at the center. Each step is designed to enhance your natural beauty, not cover it up. Plus, the sleek Signature Bag ships free with your first order, only at Merit.
Check out the full 5-Minute Morning collection and save $30 when you buy everything together.
Read Our ReviewWhat sets Merit Beauty apart?
Merit is one of the best clean beauty brands out there. They offer vegan and cruelty free formulas that are focused on minimalism. In an era of overconsumption, we love products that are multifunctional like The Minimalist complexion stick that can act as a foundation, concealer, or contour, and Brush No. 1 is both easy to clean and to use for multiple steps in the routine.
These “skin-loving” formulas are also designed to not only make your skin look great during wear, but also improve it over time. Each product was designed with care to be both time-saving and easy to use. The balm formulas are easy to throw in a purse or makeup bag for on-the-go without the worry of messy liquids or needing multiple brushes or tools.
Shop the Merit Beauty “Get Ready Routine”
Achieving clean girl makeup has never been easier than with Merit. Each product has just enough pigment to cover any problem spots while still leaving your skin and natural beauty as the focus. They truly are impossible to mess up: The Minimalist can be blended by hand on the train or in a parking lot while the Flush Balm blends seamlessly — no blush blindness here! We love the less-is-more approach and the flawless everyday wear.
This foaming 2-in-1 formula is a makeup remover and a cleanser. It uses oat-based surfactants to seamlessly remove makeup and sunscreen without stripping skin, leaving it soft and ready for your skincare routine.
Peptides, spermidine, and barrier polysaccharides support the appearance of skin while hyaluronic acid and glycerin hydrate, leaving skin plumped and primed for makeup without a heavy or greasy feel.
This weightless, non-comedogenic serum uses a proprietary blend of 4 types of hyaluronic acid to target multiple layers of skin, locking in moisture while niacinamide brightens and smooths.
The Merit Beauty complexion stick is neither a concealer nor a foundation, but the light-to-medium coverage is perfect for achieving clean girl makeup. With 30 shades to choose from, you can also use a second shade as a contour.
Seamlessly blend complexion products with this versatile brush. Densely packed yet extra soft vegan bristles are gentle on skin, but melt products together effortlessly.
This blush went so viral in 2024 that they sold one every 30 seconds and won awards from Elle and Byrdie. It comes in 13 shades ranging from bold reds to neutral pinks. Microfine pigment powders blend into skin without covering it up.
A proprietary tubing formula makes this mascara smudgeproof yet easy to remove. The precision brush lifts and lengthens while fatty acids and olive oil esthers condition lashes during wear.
A satin finish lip liner that glides with ease for sheer, buildable coverage. Whether you want to overline or are looking for a “your-lips-but-better moment, it pairs well with any lip products or on its own.
This tinted lip oil comes in three different finishes depending on if you want a natural shine, light color, or a bare lip look. Each is made with nourishing plant-derived ingredients for lasting hydration and shine.
Should you try Merit makeup?
Yes, you should absolutely try Merit. Chances are you’ve seen — or already own — their viral Flush Balm, but all of their products are easy-to-use and complement your natural skin.
They’re a great clean makeup brand for those worried about the impact on their skin or the environment, and the cost is fair if you want to grab several products at once—or the entire collection. Also, don’t forget you’ll get the Merit makeup bag included on your first order, only through Merit Beauty!