Easy to use and resolutely chic, this beauty brand adored by all generations is arriving at Sephora. On the program? Foundation, balm blush, or even a second skin effect lipstick.
There are brands that everyone agrees on. The very essence of minimalist makeup. Imagine a routine so intuitive that it can be done with your fingertips, in less than five minutes, in front of the bathroom mirror or between two appointments. Far from complex makeup techniques, this brand from across the Atlantic is finally arriving at Sephora with a promise: to make beauty accessible to those who don’t want to spend hours getting ready. Whether you are 20 years old or simply want to reawaken the radiance of mature skin after 60, this “less is more” approach appeals to all generations with its absolute simplicity. A true return to basics which proves that, to be sublime, sometimes almost nothing is enough.
Originally from Los Angeles, the brand launched in 2021 before arriving in France in April 2025, then taking on a new challenge: that of conquering the beauty giant. The birth of Merit is based on a clear observation: in 2019, when the founders imagined the concept, no brand offered what they were looking for. “It felt like every influencer, makeup artist, or celebrity was launching their own line. But everything was made for “Gen Z”. Nothing was aimed at women of the Millennial generation or Gen X of which we are part. For us, there was an obvious gap: most consumers are neither makeup experts nor professionals.“, says Aila Morin, chief marketing officer at Merit. Their mission seems clear: to become the antithesis of a saturated and intimidating beauty landscape by simplifying the preparation ritual. The idea is to respond to the major problem of consumers: lack of time, linked to demanding lives. Here, no mess of products, but the bare essentials. Many references also work in the form of balms or sticks for quick and easy use.
Today, the brand operates in the three main beauty categories: skin care, perfume and obviously makeup. The compositions are carefully designed to pamper the skin as well as enhance it and are part of this new generation of products merging makeup and skincare. “It seemed completely intuitive to us that makeup should serve skincare, and vice versa. Before even talking about benefits, the most important thing for us is that it is not harmful. It must be non-comedogenic“, continues Aila Morin.
For example, Merit’s flagship product, The Minimalist Complexion Perfecting Stick, is packed with nourishing fatty acids that help preserve hydration, but also sea iris extract to help reduce redness. “I love it so much because it absolutely embodies the whole spirit of the brand. It is both a foundation and a concealer. Its coverage is modular and, above all, its use is disconcertingly intuitive.“Today, it sells every ten seconds.
If Merit already arouses enthusiasm, it is also thanks to a rare philosophy: humility. Far from wanting to impose a standardized vision, the brand approaches its arrival in France as a real dialogue. “For me, each new country is an exercise in listening and learning“, confides Aila Morin. “I think the biggest mistake you can make is to have the arrogance to think you know everything.“
