All products and services featured are independently chosen by editors. However, StyleCaster may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.

If you haven’t heard of Merit Beauty, let us put you onto a celeb-loved brand that launched in 2021 and has already set the tone in what the brand calls “minimalist beauty” (think: TikTok’s “no-makeup makeup trend“). They aren’t exaggerating about being minimalist, though. In fact, Merit’s lineup only consists of ten products: a foundation-concealer crossover, blush balm, bronzer balm, tinted lip oil, mascara, brow pomade, creamy lipstick, glow serum, highlighter and blending brush. Each of its products comes in the sleekest packaging and contains formulas that will give you a natural, dewy makeup look.

Sarah Jessica Parker Makeup

Maybelline Illegal Length Mascara TikTok

I personally first came across Merit in my social feeds. A post showing off the brand’s Signature Bag caught my eye, not because of the storage potential, but because I actually thought it was a handbag from a designer brand. I simply couldn’t keep my eyes off of it.

Here’s the thing: The Signature Bag isn’t a product you can purchase by itself on Merit’s site. You can actually score this super luxe, corduroy bag complimentary with your first purchase, no matter how big or small. I’ve never seen anything like it before. It’s the chicest makeup pouch I’ve ever seen and I just adore the knot design. Truly, it can be worn and styled as a show-stopping purse whenever you want it to.

To secure the bag—and flawless makeup looks—shop any of these incredible beauty products from Merit. We’ve included everything from a lengthening mascara that your friends will mistake for lash extensions to a tinted lip oil that’s near-identical to Clinique’s Black Honey. Or maybe take a peek at the brand’s newest additions, the Bronze Balm and Shade Slick Gelées.

You really have no excuse not to scoop something up from the brand so that you can, quite literally, secure the (Signature) bag. Plus, when you spend more than $40, shipping is free. Keep reading for my personal faves from Merit (Spoiler: there are a lot).

Merit Brush No. 1 Blending Brush
Photo: Merit.

Brush No. 1 is meant to accompany The Minimalist, and after once using a different brush to apply Merit’s foundation-concealer crossover, I totally understand why. Brush No. 1 blends the product into my skin way faster and smoother. The vegan bristles are extremely soft and gentle, and I love how I can fit the brush into any handbag.

Bronze Balm Sheer Bronzer Merit Beauty

Bronze Balm has the perfect sheer, buildable formula that gives a wash of natural warmth and depth with just a swipe or two. The satin finish isn’t too matte or dewy,” Elizabeth Denton wrote in her review of the product. I couldn’t agree more with StyleCaster’s beauty writer. I don’t wear bronzer on a daily basis, but when I do reach for one, it’s this sheer bronzer. This balm formula is so easy to apply and blend, and it’s creamy to a T.

Celeb fans: Kaitlyn Dever, Sienna Miller, Sarah Jessica Parker

Tint, lengthen and lift your lashes in a few swipes with the Clean Lash Mascara. The brush is designed with precision and curling power, while the formula won’t weigh down your lashes.

Celeb fans: Cameron Diaz, Kaitlyn Dever, Whitney Port, Jenna Lyons, Sienna Miller, Sarah Jessica Parker

Merit Beauty Signature Lip
Photo: Merit Beauty.

The Signature Lip is lightweight and doesn’t leave your lips all cracked and dry. Even Cameron Diaz is a fan of the formula; she usually reaches for shades L’Avenue, Fashion and Cabo.

Celeb fans: Cameron Diaz, Sienna Miller, Kaitlyn Dever

Flush Balm Cheek Color Merit Beauty
Photo: Merit Beauty.

If you’re looking for a blush that makes your skin look so dewy and sun-kissed, beeline straight to the Flush Balm. It’s light and long-lasting and doesn’t appear cakey like other powder blushes do. Choose my fave shade, Raspberry Beret, for the most stunning “faux sunburn” look, or check out the four newest shades: Fox, Après, Stockholm and Persimmon. Oh, and did I forget to mention that Hailey Bieber has worn it?

Celeb fans: Miranda Kerr, Hailey Bieber, Kaitlyn Dever, Whitney Port, Jenna Lyons, Sienna Miller, Lola Tung, Sarah Jessica Parker

Day Glow Highlighting Balm Merit Beauty
Photo: Merit Beauty.

I am thoroughly obsessed with the Day Glow highlighter. It’s not the type of shimmery look that powders provide, but more so an “I just drank six glasses of water and got eight full hours of sleep” healthy glow. I used Cava (a champagne hue) for the longest time until Bounce (a rose gold shade) became my go-to. It looks beautiful right above the Flush Balm on my cheeks, as well as on the bridge and tip of my nose and in the inner corners of my eyes—so basically anywhere and everywhere.

Celeb fans: Nicole Richie, Kaitlyn Dever, Whitney Port, Sienna Miller, Sarah Jessica Parker

The Minimalist Perfecting Complexion Stick Merit Beauty
Photo: Merit Beauty.

This sleek stick is a two-in-one foundation and concealer. It has light to medium buildable coverage that’s super lightweight and natural-looking. Pro tip: buy three shades darker than your regular foundation shade to get your new fave contour. The Minimalist has become my ride-or-die foundation since it’s just so easy to apply and blend.

Celeb fans: Sienna Miller, Kaitlyn Dever, Nicole Richie, Lola Tung, Ashley Tisdale, Behati Prinsloo, Whitney Port

Merit Beauty Shade Slick Tinted Lip Oil in Sangria
Merit Beauty.

The Shade Slick Tinted Lip Oil gives you the benefits of both an oil and a light stain. The Sangria color has a smooth and glossy finish, but also a natural deep berry tint that resembles Clinique’s Black Honey tone. Enriched with rosehip oil, shea butter, grapeseed oil and jojoba oil, the formula leaves your lips moisturized and nourished. Trust me, I’ve tried it myself. I’ve also given the four new sheer Gelée shades a go and think I might even prefer them to the Classics. 

Celeb fans: Whitney Port, Jenna Lyons, Sienna Miller, Sarah Jessica Parker

Merit Beauty Brow 1980 VOLUMIZING POMADE
Photo: Merit Beauty.

Get the fluffy brows of your dreams with the help of this volumizing pomade. It won’t make your brows all hard and crispy thanks to the vitamin B5 that adds flexibility and fullness. I love that it doesn’t feel like I’m wearing anything on my brows when I swipe on this pomade. It’s that lightweight!

Celeb fans: Kaitlyn Dever, Whitney Port, Sienna Miller, Lola Tung, Sarah Jessica Parker