Merit Beauty

Just when you thought the beauty and cosmetics space was at total capacity with no room for innovation or creativity - Merit Beauty arrived—managing to create a brand that is considered curated and minimalist without sacrificing emotion & personality.

Achieving the impossible in 2022 and delivering great products from a fresh and inspiring point of view.

The team have successfully identified and addressed three fundamental values of the Modern Merit Woman:

• Elevated taste

• Concern for the environment

• Products that could be used on the go (that also work exceptionally)

The creative direction is timeless, considered and inspiring, keeping a consistent and recognisable brand vision.
Merit provides an off-the-beaten-track style and gives people an unexpected experience, particularly on socials. They have excelled at maintaining a curated storytelling experience whilst keeping content engaging.

Most brands understand the importance of incentives such as gifts with purchases, most recently the likes of Dior Beauty driving sales through viral moments from gifts with purchases. Enter, the Merit beauty bag, which has gained a cult following online. The GWP has a unique design with high-end designer flair, creating hype and an elevated brand experience (and could easily sit side by side with Loewe or Bottega)