Merit is coming to Sephora, these are the products our editors love

Our tried and tested favourites.

With its viral Minimalist sticks and blush balms that look good enough to eat, Merit is the US-based beauty brand that’s been all over your social media feed for the past few years. Finally, this week you’ll be able to swatch and swipe the full range to your heart’s content, in person.

Launching in Sephora stores across Australia and New Zealand on September 30, this marks Merit’s first permanent bricks-and-mortar presence. It’s exciting news for those who find it too risky to shop for beauty online – and for those who’ve already converted to the #fiveminutemorning.

For more makeup and skincare reviews by our editors, head to our Beauty section. 

Here at Fashion Journal, our team has been testing the full range of Merit makeup and skincare for a good 18 months now. If you’re after some guidance before you enter what will surely be mayhem at the upcoming launch, these are the products our editors would make a beeline for.

Daisy Henry, Features Editor

Daisy wears Merit Flush Balm in ‘Lusitano’, Signature Lip Liner in ‘Beverly Hills’ and Lip Oil in ‘Marrakech’.

I’ve been a fan of Merit since its Australian debut in 2024, so I’ve had plenty of time to road test the range. Most days, I reach for the Great Skin Serum. I like wearing it on its own because it casts such a nice, dewy glow, and a little goes a very long way, so the bottle lasts forever. When I want a little coverage, I usually layer it underneath The Minimalist, which I use more as a concealer than a foundation. My skin is a combination of a million things (dry, oily, sensitive, eczema and acne-prone) and this combination has yet to trigger any crazy flare-ups!

The two products I always keep in my bag and apply every day (no matter how late I’m running), would be the brow gel and the blush. I’ve cycled through a few different shades of Flush Balm, but here I’m wearing ‘Lusitano’. It’s a nice peachy pink, but I love ‘Cheeky’ for a deeper colour – it’s also nice to dab on your lips.

And at the risk of sounding too much like a Merit-hype girl, I’ve recently been converted to its lip liner. I usually have zero confidence when it comes to applying or wearing a lip combo day-to-day, but I’ve found it’s quite forgiving and doesn’t feel too bold or dramatic. It adds enough of a pop of colour and isn’t overly sticky. I chose these colours at random (‘Beverly Hills’ in the liner and ‘Marrakech’ in the lip oil) and I love how they work together. I think you could Russian roulette it and you’d almost always end up with a lush combination.

Jillian Arcenas, Content Production and Coordinator

Jillian wears Merit The Minimalist in ‘Camel’, Solo Shadow in ‘Nelson’, and Signature Lip Liner in ‘Tabac’.

I’ve adored Merit from afar for a while now, so I was very excited to finally put their products to the test. As someone who naturally gravitates towards cool tones, Merit definitely delivered. The Solo Shadow in ‘Nelson‘ is a gorgeous soft grey that I’ve been loving. It’s buildable, easy to use and small enough to throw in your bag and reapply on the go. The soft matte finish leans into the ’90s vibe that I’m always going for. Similarly, the Signature Lip Liner in ‘Tabac‘ gives that same vibe when I want a subtle, cool-toned lip.

The Minimalist is a viral product for a reason. I’ve found myself reaching for it a lot (I wear the shade ‘Camel’), mostly because it’s so versatile. I love that you can keep it sheer for those no-makeup makeup days, or build it up when you want a bit more glam. I’m not usually someone who reaches for a cream base, but this has converted me.

Lara Daly, Senior Editor

Lara wears Merit Flush Balm in ‘Stockholm’, Bronzing Balm in ‘Clay’, Signature Lip Liner and Lip Blush in ‘Bespoke’.

Merit has taken over most of my vanity at this point, but a few products I always reach for (and will repurchase) include the blush, lip liner and lipstick. Firstly, the texture of the Flush Balm is unmatched – it’s sheer, dewy and melts into your skin in such a natural way. I have a few favourite shades on the go: ‘Cheeky’ for a deeper everyday pink, ‘Stockholm’ for a fresh, cool-toned pink and ‘Persimmon‘ when I’m more tanned and want a sunkissed look.

Similarly, I rate the lip products for their sheer, wearable texture. I use both the Signature Lip Liner and Lip Blush in the shade ‘Bespoke’, a rose brown that’s my dream everyday lip combo. A sheer matte lipstick is hard to find, and Merit’s has knocked my old fave, Glossier Generation G, off its top spot.

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