The Power of Simplicity: A Case Study of Merit Beauty

Revolutionizing the Beauty Industry with Minimalism and Clean Products.
April 23, 2023 by
Audriana Cristello
In the world of beauty, simplicity can be a powerful tool in branding. One brand that has harnessed the power of simplicity is Merit Beauty. Merit Beauty's clean, minimalist aesthetic and focus on high-quality ingredients has helped the brand stand out in a crowded market.

The Simplicity of Merit Beauty

Merit Beauty's branding is simple, yet effective. The brand's packaging is sleek and minimalist, with a focus on neutral colors and clean lines. This simplicity carries over to the brand's website and social media presence, which are also clean and easy to navigate. Merit Beauty is all about enhancing your natural beauty with products that highlight your features. You will see minimal packaging but also products made for minimal fuss.

Photo: Merit Beauty

The Favorites

The Minimalist Complexion Stick is a multi-tasking product that can be used as a foundation, concealer, or contour, and comes in a range of shades that cater to a variety of skin tones. It is formulated with skin-loving ingredients such as plant-based squalane, which helps to hydrate and nourish the skin, and is free of potentially harmful ingredients like parabens and phthalates. 

Similarly, the Flush Balm Blush is highly pigmented and buildable, making it easy to achieve the perfect flush of color. It also contains skin-loving ingredients like vitamin E and coconut oil, and is free of any ingredients that are known to cause acne. With such impressive formulas and the 2022 Allure "Best of Beauty" Award, it's no wonder that these products are gaining so much attention and praise from beauty enthusiasts.

Photo: Merit Beauty

Notably, I personally have experience with the Brush No.1 and the Shade Stick Lip Oil. I use the brush in my daily routine and won't touch another brush again. It is my ride or die for foundation, or skin tint. I place my tinted sunscreen and glowy primer in dots directly onto my skin and blend with Merit Beauty's brush using circles motions and it is so even every time. As for the lip oil, I picked up the shade Sangria which is a deep berry color. It adds just the right amount of shine for a glowy look. 

Clean Ingredients, Clean Beauty

Merit Beauty's commitment to simplicity extends beyond just branding. The brand is also committed to using clean, high-quality ingredients in its products. The brand's products are free from potentially harmful ingredients like parabens, sulfates, and phthalates. Instead, the brand uses skin-loving ingredients like plant-based squalane, vitamin B5, and antioxidants.

Merit Beauty has also partnered with Biba de Sousa, a longtime Hollywood-favorite facialist, to eliminate potentially acne-triggering ingredients. Together, they eliminated another 73 ingredients, including coconut oil, from the brand's products.

Photo: Merit Beauty

Luxury with Responsibility

Merit Beauty also believes that luxury can be responsible. The brand is vegan, cruelty-free, and certified by Leaping Bunny. Additionally, the brand aims to eliminate as much virgin plastic as possible from its products and operations. The brand's shipment packaging is also recyclable, reusable, or biodegradable.

One of my favorite "gift with first purchase" is what Merit Beauty is doing with their viral tie-up Signature Makeup bag. It is double-lined with no wasteful hardware or toggles, it’s made to last. Machine wash it on cold, by the way!

Photo: Merit Beauty

In conclusion, Merit Beauty's focus on simplicity in branding and clean ingredients has helped the brand stand out in the competitive world of beauty. By embracing the power of simplicity and responsible luxury, Merit Beauty is setting a new standard for clean beauty that other brands would do well to follow.


1. What is Merit Beauty's philosophy?
​​Merit Beauty's philosophy is to create makeup products that are easy to use and that ​work with your skin, not against it. They believe that makeup should be an extension of your skincare routine, not a separate entity.

2. Are Merit Beauty's products formulated with clean ingredients?
​Yes, Merit Beauty's products are formulated with clean, safe, and skin-loving ingredients that are free from harmful chemicals, including parabens, sulfates, and phthalates.

3. Is Merit Beauty committed to sustainability?
​Yes, Merit Beauty is committed to sustainability. They are vegan, cruelty-free, and certified by Leaping Bunny. They aim to eliminate as much virgin plastic as possible from their products and operations, and their shipment packaging is recyclable, reusable, or biodegradable.​

Audriana Cristello April 23, 2023
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