Beauty brand MERIT launches at Sephora

MERIT, a luxury beauty brand, has been launched in US-based omni-channel retailer Sephora.

The brand is currently available at Sephora.com and will be available in over 500 Sephora stores across the US and Canada from 19 February.

MERIT claimed that since its launch in January 2021, it has become a leading brand in the minimalist beauty space, a new category that provides “thoughtful everyday essentials as an antidote to multi-step beauty routines”.

Its assortment of seven products was well received by consumers, claimed the brand.

In its first week alone, MERIT sold 3.5 products every minute.

MERIT’s products will carry Sephora’s Clean at Sephora seal to enable consumers make informed choices about product safety.

MERIT products are claimed to be safe for the body, skin and planet with products that are vegan, cruelty-free and formulated without parabens, sulfates, artificial fragrances, and over 1,300 other common potential toxins.

MERIT founder and CEO Katherine Power said: “Sephora is the premier destination for all things beauty and I’m delighted to partner with such a world-class retailer to bring MERIT to a new audience.

“Sephora’s support of clean brands and commitment to offering thoughtful, intentional products to its customers makes it an incredible partner for MERIT. I’m looking forward to growing together as MERIT continues to develop new products, with a focus on streamlining customers’ beauty routines”.

Sephora SVP for Merchandising, Makeup & Fragrance Alison Hahn said: “Sephora is thrilled to partner with MERIT and continue our commitment to bringing clients the very best in Clean makeup, as well as supporting brands that have a strong sense of purpose.

“MERIT is an incredibly thoughtful brand, hyper-focused on listening to client needs and delivering products that meet their goals – like minimalist ‘less is more’ essentials – which aligns seamlessly with our values at Sephora. Founder Katherine Power’s entrepreneurial instincts and sense for what makes a beauty brand unique is spot on, and we are so excited to introduce MERIT to our Sephora community”.

MERIT line of complexion products are intended for fair and deep skin-tones and include The Minimalist, a combination foundation and concealer available in 20 shades; Flush Balm, a cream tint cheek color in five shades; and Day Glow, a highlighting balm available in two shades.

It also provides Brush No. 1, a cruelty-free brush for blending; Clean Lash, a lengthening mascara; Brow 1980, a volumising pomade in three shades; and Shade Slick, a tinted lip oil in four shades.