MERIT Beauty Cosmetics

Founded in 2021 by Katherine Power, MERIT Beauty emerged during the minimalist 'clean girl' aesthetic movement. The brand was designed to simplify beauty routines by offering a curated selection of essentials that are safe for both the body and the environment. Based in Beverly Hills, California, the brand quickly transitioned from a digital-first startup to a powerhouse in the clean beauty space, gaining placement in premium retailers like Sephora.

While the brand maintains its creative and leadership hub in the United States, its manufacturing processes leverage a mix of domestic and international facilities to ensure high performance and sustainability in its formulations. MERIT remains an independent brand backed by significant venture capital, maintaining its focus on luxury minimalism and cruelty-free, vegan-friendly ingredients.