Merit, Ireland’s most wanted minimalist beauty brand, has finally arrived

According to Merit, Ireland has long been the most asked for location in the comments of all of their beautiful Instagram posts. “Ireland has been one of our most requested markets over the years, with a flood of social media comments and emails asking about our entry,” according to Merit Chief Marketing Officer Aila Morin. “We’re excited to be able to answer the call and officially bring Merit to the Irish beauty landscape.”

Considered to go-to for those who have grown up from Glossier, Merit’s minimal offering gives low effort with high results. With a mere 18 perfected products, skincare and make-up are simplified with a small handful of hardworking staples, with a couple of great bags thrown in too, for good measure. At just four years old, Merit’s tightly curated collection of award winners have seen rapid growth, moving from the US and Canada to Australia, Europe and finally, here. Beautifully packaged, reasonably priced and foolproof to use, Merit will simplify your routine with multi-functional products, a conscious approach to consumption and skin-loving ingredients to boot.

So what should you try?

No doubt the Flush Balm Cheek Colour, €29 will have reached you via social media; the viral golden dome of cream tint cheek colour in twelve balmy shades that can be dabbed on and blended in with fingers for a soft wash of colour that lets skin show through. Similarly, the five shades of swipe-on Bronze Balm Sheer Bronzer, €29, in a buildable, luminous cream, create a creamy, natural sun kiss that becomes at one with the skin. The Day Glow Highlighting Balm, €35, is the last in the collection of complexion staples, with four shades of the translucent, gleaming balm to illuminate the skin.

There are just two brushes, the Brush No. 1 Blending Brush, €35, that simplifies blending complexion products and the double-ended Brush No. 2 Eyeshadow Brush, €21 for easy blending and lash line precision.

In eyes, there’s the smudge-proof, lash nourishing Clean Lash Lengthening Mascara, €29, a selection of matte cream-to-powder Solo Shadow Matte Eye Color eyeshadows, €26, in shades you’ll actually wear and two brow staples; the ultra precise microfine Brow 1990 Ultra Fine Eyebrow Gel Pencil, €26, for adding natural, hair-like strokes to sparse brows and the Brow 1980 Volumising Pomade, €26 to add fluffy volume and colour.

The lip collection is tightly edited too – the Shade Slick Tinted Lip Oil, €26 in three formulas – sheens, classics and gelées – with lip nourishing ingredients and 16 suits-all shades, the Signature Lip Lightweight Lipstick, €29, gives an all-day wear of soft satin and matte colour and the non-crumbling Signature Lip Sheer Lip Liner, €26, that gives definition and all-over colour, if you’d like.

If your skincare could do with simplifying, the well-edited selection of skin staples lets you do more with less. The latest launch from Merit, which is intentional about what it creates, spending years perfecting every detail to ensure that each of its products become a beloved part of your routine for years to come, the skincare collection encompasses just three products; the hydrating and plumping Great Skin Instant Glow Serum, €39, a lightweight, bi-phase serum, which you follow with the lightweight Great Skin Priming Moisturizer, €39, with time-release hydration for smooth, firm skin all day, and the Great Skin Double Cleanse Face Wash, €35, a foaming cleanser for when you’re ready to take it all off.

Welcome to Ireland, Merit!

Merit is available exclusively at meritbeauty.com and shipping direct to Ireland from September 16.