In huge beauty news, American minimalist beauty brand, MERIT is making its way down under.
From September 18th, 2024 Aussies will be able to shop MERIT exclusively via meritbeauty.com – cue squeals.
In less than four years since launch, MERIT has quickly become a leading voice in beauty with its unique approach, defined by easy-to-use products and ready-made routines. The brand has built a reputation for creating best-selling formulations that merge skin-safe ingredients with luxury quality and ease of use.
This strategy, which creates intuitive products designed to meet the realities of our daily lives, has driven rapid growth, achieving over $100M+ USD in sales in 2023.
Now, MERIT is bringing its elevated approach to beauty to Australian consumers, who will be able to purchase its entire range of products on the Australian e-commerce site.
The brand has seen an increase in social buzz and web tracking from Australian customers, signalling an appetite for MERIT’s unique products and perspective on beauty in the market.
"After establishing ourselves in North America and successfully launching in the UK, Australia feels like a natural next step," said MERIT chief marketing officer, Aila Morin.
"Our brand’s ethos has clear alignment with the Aussie approach to beauty – Australian consumers pioneered the kind of natural, glowy look that is the hallmark of our products and philosophy, and clearly prioritise the kind of simple routines we create at MERIT."
"We’re very much looking forward to learning from the market’s knowledgeable, thoughtful customers and expanding our global community," said Morin.
MERIT expanded to the United Kingdom in 2023 and was met with widespread acclaim. Selling one product every 30 seconds in the UK on launch day, it doubled its UK revenue projections in its first year in the market.
"As such a young brand, there is massive opportunity for global growth for MERIT," said MERIT CEO, Philippe Pinatel.
"Since inception, MERIT’s mission – simplifying routines through easier, better products – has resonated with beauty consumers around the world who are overwhelmed by the oversaturated industry."
"Now, at less than four years old, we’re charting a course to meet that global demand by expanding our footprint, starting with Australia," said Pinatel.
MERIT currently has an edited assortment of thirteen award-winning formulations across make-up and skin care, which feature skin-loving ingredients like plant-based squalane, vitamin B5 and antioxidants.
A few products we're itching to get our hands on include, The Minimalist Perfecting Complexion Stick ($61), Flush Balm Cheek Colour ($48), Clean Lash Lengthening Mascara ($42) and the Signature Lip Lightweight Lipstick ($42) – you can find the full product range here.
The brand is committed to only producing products that are vegan, Leaping Bunny-certified cruelty free, Clean at Sephora compliant, and, notably, avoid pore-clogging ingredients.
You can shop MERIT exclusively on meritbeauty.com from September 18th, 2024.
BRB, off to fill up our carts.
Image credit: Supplied/MERIT
