MERIT Beauty (@merit)

Everyone's favorite TV mom @Lauren Graham walks us through her everyday routine for picking up coffee, laundry detergent, and everything else on her shopping list. #MERIT #laurengraham #gilmoregirls #grwm #theuniform #theminimalist #parenthood

Don’t tell 2003 @brendasong that her makeup routine now only takes five minutes. Brenda wears — Great Skin™ Instant Glow Serum Great Skin™ Priming Moisturizer The Minimalist in Palomino Bronze Balm in Seine Flush Balm in Cheeky Solo Shadow in Midcentury Brow 1990 in Brown-Black Clean Lash in Perfect Black Signature Lip Liner in Coupé #meritbeauty #makeup #beauty #meritroutine #grwm #brendasong

"You know, it's good to have fun, but I like the classics." — the real-life Lily van der Woodsen and our forever style muse. @kellyrutherford wears — Flush Balm in Cheeky Day Glow in Solstice (coming soon) Brush No.1 Solo Shadow in Nelson Brush No.2 Clean Lash Signature Lip Matte in Sunday #meritbeauty #merit #meritroutine #kellyrutherford #grwm #lilyvanderwoodsen #gossipgirl #isabelmarant #parisfashionweek #signaturelipmatte

“Remind me of the ‘90s, like warm lighting and Nora Jones.” @percy simms Available now at meritbeauty.com and at our @Sephora locations, in both 30ml and travel-size.

Unboxing MERIT New Wave. Available now at meritbeauty.com in both 30ml and travel-size. Video by Aly Kula (a.ly on Instagram)

Now open in NYC — MERIT New Wave | The Experience. Experience the world of New Wave through an immersive visual installation, and shop the fragrance in person. Every purchase will also come with the limited edition New Wave Deck, and get free bespoke engraving on all full-size bottle purchases — available on a first-come, first-serve basis. When October 22 11 AM - 4 PM October 23-25 11 AM - 5 PM Where 22 Wooster Street New York, NY 10013 @Marisa Menist

MERIT New Wave is a warm, spicy floral fragrance inspired by the feeling of power, sensuality and optimism. Available now at meritbeauty.com, and in store and online at all of our @sephora locations. While supplies last, get the limited edition New Wave Deck free with every full-size New Wave purchase or orders over $100 — only at meritbeauty.com.

A new fragrance inspired by stepping into your power, taking up space, and the optimism that comes from creating your own path. MERIT New Wave arrives tomorrow at meritbeauty.com, and online and in stores at our @Sephora locations.

“It reminds me of walking into a house in the late afternoon where the sun is beaming on every single object — specifically wood.” @Jess Tomorrow — MERIT New Wave arrives at meritbeauty.com, and in store and online at our @Sephora locations.

Ylang Ylang — a hand-beaded bouquet inspired by MERIT New Wave’s radiant solar floral heart, created by Berlin-based artist @henri

Join us to experience the world of New Wave through an immersive visual installation, and to shop the fragrance in person. Every purchase will also come with the limited edition New Wave Deck, and get free bespoke engraving on all full-size bottle purchases — available on a first-come, first-serve basis. 22 Wooster Street, SoHo, NY 10013 October 22, 11am - 4pm October 23 - 25, 11am - 5pm We can’t wait to see you there.

Introducing: MERIT New Wave The Deck A limited edition deck of 22 cards inspired by classic Tarot iconography. Featuring original designs, illustrations, and poems by a collective of artists, each card explores a different aspect of the New Wave world, bringing to life the art, symbols, and cultural references that inspired the fragrance. Starting 10.22.26, get it free with every full-size fragrance purchase or any order of $100 or more - only at MERIT. Video by @Daniel Huckins

Ylang ylang marked a pivotal turning point in the creation of MERIT New Wave. After months of working on the scent, we’d hit a standstill — we had our base, but were stuck on where to take the middle and top notes. When looking back at our original moodboard, we realized ylang ylang was one of the florals we’d first pulled (it also happened to be one of Dominique’s favorite flowers). But somewhere in development, it had fallen out of the composition, so we added it back in — then everything changed. The tropical flower gave the fragrance the creamy, fruity, sweet floral notes it had been missing — and became not just a focal point of the scent, but of the entire New Wave world. Artwork created by: Studio Brasch Linda Merad Gome Alon Etienne Francey Henri Purnell Suzanne Saroff

Oakwood is a relatively new material in perfumery. In Cognac, France, oak trees have been used for centuries to create the barrels for the region’s high-end liquors. But while the tree’s heartwood is used to form the barrels, the remaining oak chips are discarded as waste. With those chips, IFF saw an opportunity. Working with one of the country’s most prestigious barrel makers, they developed a proprietary toasting process that turns them into something new, drawing out a deep, carefully crafted aromatic profile. The result is Oakwood CO2 — a sustainably sourced, upcycled ingredient exclusive to IFF. It’s what gives New Wave its rich, woody depth, and the smoky, rum-like facets that make it feel like “love at first smell.”

The Making of II — featuring master perfumer Dominique Ropion and Meabh McCurtin. Filmed on location at IFF in Paris, Grasse and Cognac.

Our second fragrance arrives on 10.22.26 — but starting today, all orders at meritbeauty.com (in the US, Canada, and Australia) will ship with a free sample, so you can try it before it launches. Tap the link in our bio to join the waitlist and receive your sample code.

The Noses — Dominique Ropion & Meabh McCurtin.

The one step missing from your routine for skin that looks like skin, not makeup — courtesy of board-certified dermatologist and Panel of MERIT expert @dr.ugonabo.

Get ready with @Jenna Dewan for dance rehearsal as she talks about getting the most out of her makeup routine and the go-to concealer trick she learned from Kylie Jenner. Jenna wears Great Skin Instant Glow Serum The Minimalist in Bisque & Oak Flush Balm in Beverly Hills Bronze Balm in Seine Day Glow in Cava Brow 1990 in Dark Brown Signature Lip in Archival Shade Slick in Taupe

A critique we often hear (like in focus groups and the comment section), is that our products feel so lightweight that they must be cheap. The truth is, we intentionally design our products to be as light as possible, so they’re easier to carry with you on the go. Because when your routine goes with you everywhere, the last thing it should do is weigh you down.

Mia Kwon wears the MERIT x ERDEM | Signature Lip Trio.  Signature Lip Blush in London — a new, limited edition warm brick red shade inspired by ERDEM’s Mayfair atelier.

Signature Lip Satin in Bespoke — our best-selling medium pink brown shade in a soft satin finish. Signature Lip Matte in Black Tie — our limited edition deep burgundy shade from 2024, now back for the season. Available exclusively in the MERIT x ERDEM | Signature Lip Trio, only while supplies last.

The limited edition MERIT x ERDEM holiday sets — as seen at the ERDEM Spring Summer 2027 show in London. Makeup by Lynsey Alexander. Models wear — Day Glow in Tulle (new, limited edition shade available exclusively in the MERIT x ERDEM Winter 2026 Set) Signature Lip Matte in Black Tie (limited edition shade available exclusively in the MERIT x ERDEM Signature Lip Trio) Signature Lip Satin in Bespoke The Uniform Tinted Mineral Sunscreen Brow 1980 Volumizing Pomade Brow 1990 Gel Pencil

Introducing the MERIT x ERDEM | Retrospect Soap Trio — a new way to wear your signature everyday scent. Created in collaboration with ERDEM for the holiday season, the limited edition gift set includes three mini hand soaps scented in our award-winning Retrospect fragrance. Housed in a gift box adorned with ERDEM's signature florals, each soap comes wrapped in paper and stamped with the MERIT emblem — the perfect set to gift (or keep). Available in limited quantities.

A limited edition capsule of three gift sets inspired by ERDEM’s enduring fascination with flowers and the soft, poetic details we’ve been gravitating towards this season. Available now in limited quantities.

09.22.26 at meritbeauty.com See our Tiktok Stories to join the waitlist.

The secret to a seamless base? Great Skin Serum to plump, hydrate, and brighten. The Minimalist for effortless, second-skin coverage. Everything you need for a healthy-looking glow in just two steps.

The one thing they had in common? They all took less than five minutes.

It’s been five years since we first launched the Signature Bag, and honestly, it was time for a refresh. So we went back and read through your comments and DMs: the demands for zippers, requests for pockets, and that one person who’s still asking for the black velvet bag from 2021 back. And after all that — we did none of it. In fact, we brought it back to the design we originally intended: a simple pleated style that felt timeless and like an accessory you’d actually want to carry. So we kept the same design elements that made it a signature to begin with, brought back the original pleats, and just made it slate blue. Because some things you just get right the first time. From September 10-12, all customers who’ve previously received The Signature Bag will be able to get the new version free with a minimum spend of $75 USD / £75 / €75 / $100 CAD / $100 AUD, using code NEWBAG (US/UK/EU) or SIGBAG (CAN/AUS) at checkout. After that, it will only be available with your first order at meritbeauty.com.

Our sets have always been about one thing: giving you everything you need to get ready, for less. But our morning routines don’t all look the same — so why should our essentials? With The Five Minute Morning, Base Set, and Intro Set, you can now choose your shades, swap select products, and curate the routine you’ll actually use every day. Everything you need, nothing you don’t — still for less. Artwork by @gaiaesthermaria.

The Five Minute Morning — EST. 2021