Merit makes clean, minimalist makeup that's easy to use and fit for displaying in bathrooms and on vanities. Created by Katherine Power, Merit consists of seven "impossible-to-mess-up products," ranging from simple products for the eyes and lips to cheeks to application brushes.
Flush Balm is the brand's take on a cream blush and it boasts a texture that melts into skin to leave behind a warm tint like Raspberry Beret or Terracotta. Although clean mascaras are notoriously difficult to create, Merit succeeded with Clean Lash, which relies on rice bran, Vitamin B5 and tubing technology to deliver length, volume and conditioning benefits.
At a time when people are paring back their makeup routines, they are turning to only the most essential makeup products that help to elevate everyday looks with ease.
Clean Minimalist Makeup
Merit Makes Plant-Based, Cruelty-Free Beauty Essentials
Trend Themes
1. Clean Beauty - The demand for clean beauty brands that use natural or plant-based ingredients and avoid harmful chemicals creates an opportunity for disruptive innovation in the beauty industry.
2. Minimalist Makeup - The rise of minimalist makeup, which focuses on simplicity and minimal use of products, is opening up opportunities for innovative product design and packaging solutions.
3. Multitasking Beauty - The trend towards multitasking beauty products that offer multiple benefits, such as Merit's Flush Balm, presents an opportunity for disruptive innovation in cosmetic formulation and product development.
Industry Implications
1. Beauty - The beauty industry can capitalize on the trend towards clean and minimalist makeup by investing in research and development of natural, plant-based ingredients and sustainable packaging solutions.
2. Cosmetic Application Tools - The demand for easy-to-use makeup products opens up opportunities for innovative cosmetic application tools, such as Merit's inclusive brush collection for achieving a flawless, natural look.
3. Sustainability - The trend towards clean and natural beauty creates an opportunity for innovative and sustainable packaging solutions, such as biodegradable or refillable packaging, that reduce waste and environmental impact.