Written by The Strategy
Because less is more.
In a world of 50-shade eyeshadow palettes, contouring and 10 step skincare routines, it’s enough to get scared off beauty. Even a ‘no-makeup-makeup’ look can consists of 15 or more products. Luckily, Katherine Power is hoping to change that with the launch of MERIT Beauty.
On January 12th, power house (read: mother, entrepreneur, CEO and Co-Founder of Who What Wear, Versed Skincare & Avaline) Katherine Power, entered the makeup world with the launch of MERIT Beauty. The clean and super-edited beauty brand stresses that less really is more, and quality of quantity.
The collection launched with seven “impossible-to-mess-up” products: Shade Slick, a tinted lip oil, Flush balm, a cheek stain, Brow 1980, a brow pomade, Clean Lash, a lengthening mascara, Day Glow highlighter, and the Minimalist, a complexion stick, and a blending brush. All products are designed for those who aren’t into multi-step make-up routines, yet want a little something extra when it comes to an everyday look. All products are essential for creating a simple five-minute makeup routine.
Packaging for each product is elegant and sleek, with colour palettes consisting of slate grey, black and white, and hints of gold. Each product is housed in simple-yet decorated pots and tubes with gold accents. First time customers receive a brown tie-up makeup bag, that already is an Instagram influencer ‘must have.’
The brand not only simplifies a make-up routine, but also brings sustainability to the forefront. Formulas used in each product are safe for your body, skin and the planet. MERIT products are EU-compliant, meaning they are made without 1328 potentially harmful ingredients, are paraben-free, sulphate-free and vegan. As of February 16th, when MERIT becomes available at Sephora, it will be stamped with the stores “Clean at Sephora” seal. MERIT also aims to eliminate as much virgin plastic as possible from products to shipping. Orders ship with packing peanuts made from cornstarch and dissolve in water. Mailers are either reusable, recyclable or biodegradable, and shipment boxes include 35% previously recycled material and are fully recyclable.
That’s beauty we can get behind.
