The Beauty of Less: Morning
Five minutes, a handful of beautifully considered products and a makeup bag that could quite happily accompany you to dinner. MERIT is making a persuasive case for simplifying our beauty routines, and we’re listening.
Founded in Los Angeles in 2021 by entrepreneur Katherine Power, MERIT has established itself as a modern beauty brand with a distinctly minimalist sensibility. Its philosophy centres on doing more with less, creating a carefully edited collection of makeup essentials that enhance natural beauty without demanding an elaborate routine.
There’s something particularly appealing about the brand’s approach. From its sculptural packaging and understated visual identity to its intuitive, multitasking formulations, MERIT understands that beautiful makeup needn’t be complicated. The emphasis is on fresh skin, flattering colour and products that feel as good to use as they look on the bathroom shelf.
The Five Minute Morning
The brand’s Five Minute Morning brings this philosophy together in one cleverly curated makeup wardrobe. Designed to take you from bare-faced to beautifully put together in just a few minutes, the customisable collection includes seven everyday essentials, along with MERIT‘s Signature Bag. Think fresh, luminous skin, a little colour and just enough definition, all beautifully contained in one travel-friendly edit. From leisurely mornings by the pool to sunset cocktails and romantic dinners, it’s the kind of uncomplicated beauty routine that belongs in every honeymoon suitcase.
The beauty lies in the flexibility. Rather than offering a prescribed selection of colours, MERIT allows you to choose shades across its complexion, cheek, lip and eye products, creating a personalised collection suited to your skin tone, colouring and preferences.
The Minimalist Perfecting Complexion Stick provides targeted coverage, working as both a foundation and concealer. Its extensive shade range accommodates different skin tones and undertones, while the creamy formula can be applied selectively wherever a little evening out is needed. Brush No. 1 makes blending beautifully straightforward.
Flush Balm Cream Blush introduces colour, with shades ranging from delicate pinks and peaches to warm terracottas and deeper berry tones. The creamy, buildable formula melts into the skin, creating a natural-looking flush.
For luminosity, there’s Day Glow Highlighting Balm, available in a selection of flattering tones, including champagne, rose gold and golden hues. Its dewy finish lends skin a healthy-looking sheen without an overtly glittery effect.
Shade Slick Tinted Lip Oil completes the complexion with a comfortable wash of glossy colour, while Clean Lash Mascara and Brow 1980 Volumising Pomade provide the finishing touches.
It’s a refreshingly uncomplicated approach to makeup, with enough shade options to make the collection feel entirely your own. Equally suited to everyday mornings, a weekend away or a carefully edited honeymoon beauty bag.
TJ’s Thought
Our Editor and Founder, Greta, has been putting the collection through its paces and is a particularly enthusiastic convert. A long-time fan of light, natural makeup and healthy, luminous skin, she’s found plenty to love in MERIT‘s considered approach.
Her personalised edit includes The Minimalist in Burlwood, a medium warm olive; Flush Balm in Persimmon, a soft orange-red; Day Glow in Bounce, a luminous rose gold; Shade Slick Tinted Lip Oil in Marrakech, a soft peach; Clean Lash in Brown; and Brow 1980 in Dark Brown.
The standout products for Greta are the Flush Balm and Tinted Lip Oil. Persimmon brings a lovely warmth to the cheeks, while Marrakech delivers a flattering wash of peachy colour with a comfortable, glossy finish. Both are beautifully easy to use, particularly on mornings when a little colour makes all the difference.
Greta is also especially fond of Day Glow in Bounce, which adds a subtle rose-gold luminosity to the high points of the face. Together with the blush, it creates that fresh, healthy glow she loves.
Another favourite is Clean Lash Mascara, particularly its small, precise brush. Greta has always preferred a compact mascara wand, finding it offers greater control when applying makeup. MERIT‘s brush makes it easy to reach right into the bottom lashes while thoroughly coating the upper lashes, delivering definition without an overly dramatic finish. A small detail, perhaps, but one that makes a considerable difference.
And then there’s the packaging…
MERIT‘s Signature Bag, a beautifully simple, reusable pouch with a tie-top closure, has proved almost as appealing as the makeup itself. Greta was so taken with it that she’s contemplating adding a chain or beaded strap and turning it into an evening bag.
A makeup bag that might just make it out to dinner? We’re very much on board.
The real charm of The Five Minute Morning is that it doesn’t ask you to rethink your entire relationship with makeup. It simply makes getting ready a little easier, with beautiful textures, flattering colours and a thoughtfully edited selection of products that earn their place in your daily routine.
Sometimes, less really is rather lovely.
For more information, visit meritbeauty.com and @merit
