Merit Beauty (often styled as MERIT) is a luxury, clean cosmetics brand founded in 2021 by serial entrepreneur Katherine Power. Positioned as an antidote to the oversaturated and overwhelming beauty market, the brand focuses on minimalist, foolproof, and streamlined makeup designed for an effortless five-minute routine. All of Merit's products are 100% vegan, cruelty-free, and formulated with skin-safe ingredients that prioritize long-term skin health. It is widely popular for iconic everyday essentials like The Minimalist Perfecting Complexion Stick, Flush Balm, and Day Glow, catering to those who prefer a natural, "less-is-more" aesthetic.