Where to buy Merit Beauty in the UK as brand launches in Sephora
MERIT Beauty is now available exclusively in Sephora UK stores and online.
The luxury minimalist makeup brand first launched in 2021 and has since become one of the most sought-after beauty brands on the market.
Merit at Sephora UK
Loved for its fuss-free high-performing products, the brand offers vegan, cruelty-free products designed to simplify your beauty routine.
Devotees of the brand can now shop the full range at a , making it even easier to try out new products or restock favourites.
With a cult following and celebrity endorsements from Hailey Bieber, Cameron Diaz and Billie Eilish, has firmly established itself as a staple in the world of luxury beauty.
Here’s everything you need to know about the brand, including where to buy it in the UK and the most iconic products in the lineup.
More on Merit Beauty
Navigate this article:
- What is Merit Beauty?
- Where to buy Merit Beauty?
- Merit Beauty’s flagship products
- Is Merit Beauty a luxury brand
What is Merit beauty?
Merit Beauty makeup
arrived on the scene in 2021, initially launching in the US before expanding internationally.
However, it was not available to British beauty fans until February 2023.
The brand was founded by Katherine Power, an entrepreneur who also co-founded the clean wine brand Avaline alongside actress Cameron Diaz.
Power’s vision for Merit is simple: to create a minimalist, luxury beauty line that focuses on multifunctional products, clean formulations, and elegant simplicity.
The brand has gained a loyal following, with celebrity fans including Hailey Bieber, Cameron Diaz, Sarah Jessica Parker, Billie Eilish, Greta Lee, and Hilary Duff.
These A-listers have been spotted using Merit’s iconic staples, from the Flush Balm to the Minimalist Complexion Stick.
Merit's focus on clean beauty, vegan formulations, and cruelty-free practices has resonated with consumers looking for high-quality products that are gentle on the skin and environmentally conscious.
Where to buy Merit Beauty in the UK?
For UK shoppers, Merit Beauty is available online from , and now beauty fans can also .
Merit Beauty stockists UK
From 11 March, Merit will be sold exclusively at as the brand partners with the beauty mecca on this side of the pond as it has done in America, which is great news for beauty fans.
, Aila Morin, Chief Marketing Officer at Merit, said: "Our customer is busy and connected, but also intentional about the products she chooses.
"She’s looking for ways to make her life more effortless, without sacrificing luxury quality.
"Over the past two years, we've found that there’s a deep alignment between the modern British approach to beauty and Merit's ethos.
"We have always admired Sephora’s focus on community building, and can’t wait to build upon its entry in the British market by bringing our approach to responsible luxury to even more British shoppers."
Is Merit exclusive to Sephora?
In the US, , both online and in-store.
Merit's expansion into Sephora UK is an exclusive deal, meaning shoppers will only be able to buy from that retailer and the official Merit Beauty website.
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Merit’s flagship products
Merit Beauty makeup
Merit Beauty’s product range is concise, focusing on a curated selection of multifunctional make-up and skincare essentials.
Among its most popular offerings are the , the , and the .
- The Flush Balm: A cream-based blush that delivers a sheer, buildable wash of colour for a natural, dewy finish. It’s a staple for those seeking a quick and effortless glow.
- The Minimalist Complexion Stick: This multipurpose product acts as a foundation, concealer, and skin perfector in one. It’s designed to provide light-to-medium coverage while maintaining a natural, skin-like finish.
- The Bronze Balm: A lightweight bronzing stick that adds warmth and dimension to the skin without feeling heavy or cakey. Perfect for achieving a sun-kissed glow.
While these products are among the brand’s bestsellers, we have not personally tested them.
However, their popularity and glowing online customer reviews suggest they are worth the hype.
The Sun Beauty Writer, Mia Lyndon, is also a fan and has tried every shade of the Merit Signature Matte Lipsticks.
I'm a beauty writer - here's my verdict on Merit Beauty
Beauty Writer Mia Lyndon explains why she's a fan of Merit Beauty products...
I carry my Merit products in every going-out bag, work satchel, and suitcase I own, and have passed on Merit lipsticks to friends and family.
I like to think of it as the Birkin Bag of the make-up world.
The is a balmy, buttery-smooth formula that strikes the perfect balance between hydrating and non-greasy, and it sinks into the skin with a few taps of your finger - no brush or sponge required.
The bronzer is like no other, with its creamy, buttery-soft formula that melts into the skin without much faff or effort.
Formulated with complexion-boosting ingredients, like hydrating hyaluronic acid and brightening niacinamide, the creates the perfect canvas for make-up.
Unlike most matte formulas, which highlight cracks and dryness, the hydrating formula glides over imperfections and won't dry lips out.
Read the full Merit Beauty review.
Is Merit a luxury brand?
Yes, Merit Beauty positions itself as a luxury brand, but with a modern twist.
The brand’s ethos is rooted in minimalism, offering high-quality products that deliver maximum impact with minimal effort.
From its sleek, understated packaging to its carefully curated product range, Merit embodies the sophistication and elegance of traditional luxury brands while catering to modern women who value sustainability, vegan formulations and cruelty-free practices.
Despite its luxury positioning, Merit’s pricing is relatively accessible in comparison to other high-end brands, making it a great option for those looking to invest in premium beauty products without breaking the bank.
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