Minimalist beauty brand Merit partners with Sephora for exclusive retail launch

By

Gabriella Lacombe

Published
Feb 17, 2021

Luxury minimalist clean beauty brand, Merit, has announced Sephora as its exclusive retail partner. 

The brand—which offers a variety of vegan, cruelty-free and 'Leaping Bunny' certified beauty products that are also free of parabens, sulfates, artificial fragrances—is now available at sephora.com and will be available in more than 500 Sephora stores across the United States and Canada on February 19, 2021, the brand said in a press release. Merit products will bear Sephora's Clean at Sephora seal, highlighting its clean formulas to Sephora customers. 

Only launched in January of 2021, the brand offers a variety of "thoughtful everyday essentials as an antidote to multi-step beauty routines," including a complexion stick; a cheek balm; a tinted lip oil; a highlighting balm; a volumizing brow pomade; a mascara; and a blending brush. Prices range from $24 to $38. 

According to the brand, Merit got an instant positive response from consumers, selling 3.5 products every minute and garnering more than 350 product reviews with an average rating of 4.87 out of 5 in its first week. Since launching, Merit has gained celebrity fans including Cameron Diaz, Jen Atkin and Nicole Richie.

"Sephora is the premier destination for all things beauty and I'm delighted to partner with such a world-class retailer to bring Merit to a new audience," said Katherine Power, founder and chief executive officer.

"Sephora's support of clean brands and commitment to offering thoughtful, intentional products to its customers makes it an incredible partner for MERIT. I'm looking forward to growing together as Merit continues to develop new products, with a focus on streamlining customers' beauty routines."

Alison Hahn, SVP of merchandising, makeup and fragrance at Sephora, added: "Sephora is thrilled to partner with Merit and continue our commitment to bringing clients the very best in Clean makeup, as well as supporting brands that have a strong sense of purpose."  

"Merit is an incredibly thoughtful brand, hyper-focused on listening to client needs and delivering products that meet their goals – like minimalist 'less is more' essentials – which aligns seamlessly with our values at Sephora."

Available now online through both Sephora and its own e-commerce platform, Merit will begin rolling out in Sephora stores on February 19.