# Clean Minimalist Makeup Merit Makes Plant-Based, Cruelty-Free Beauty Essentials By Laura McQuarrie | Published 2021-01-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clean-minimalist-makeup References: [allure](https://www.allure.com/story/merit-minimalist-beauty-products-review) & [meritbeauty](https://www.meritbeauty.com/password) [Merit](https://www.trendhunter.com/trends/mini-flush-balm-trio) 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](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara) are notoriously difficult to create, Merit succeeded with [Clean](https://www.trendhunter.com/trends/clean-classic-sugar-coated) 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. Image Credit: Merit ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 59% | Activity: 44% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **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. - **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. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Glow-Boosting Blush Sets](https://www.trendhunter.com/trends/mini-flush-balm-trio.md) - [Essential Skincare Sets](https://www.trendhunter.com/trends/merits-new-aw-2025-sets.md) - [Balm-Like Matte Lipsticks](https://www.trendhunter.com/trends/signature-lip-blush.md) - [Expanded Blush Shade Launches](https://www.trendhunter.com/trends/flush-balm.md) - [Bi-Phase Foaming Cleansers](https://www.trendhunter.com/trends/great-skin-double-cleanse.md) - [Effortless Minimalist Makeup Products](https://www.trendhunter.com/trends/blush-lip-color.md) - [Versatile Lip Products](https://www.trendhunter.com/trends/signature-lip-sheer.md) - [Soft-Blur Priming Moisturizers](https://www.trendhunter.com/trends/great-skin-priming-moisturizer.md) - [Buildable Cream Eye Shadows](https://www.trendhunter.com/trends/solo-shadow-sheen.md)