American cult beauty brand Merit has landed in Ireland and these are the products worth buying

Minimalist makeup brand Merit has finally launched in Ireland

I was watching Gilmore Girls recently and couldn't help but admire how simple the makeup looks were on the show. Take any sitcom from the '90s or early 2000s, and you'll find simple, chic make-up looks that only ever require a few products.

It's an aesthetic that has always interested me far more than heavy glam, which is why I've fallen head over heels in love with American makeup brand Merit.

The beloved US-based beauty brand Merit finally launched in Ireland this month after extremely high demand.

Known for its minimalist, skin-loving essentials like the Perfecting Complexion Stick and Flush Balm Cheek Colour, Merit has already seen huge success in the UK, France, and Australia, and Irish fans have been calling for its arrival.

The brand is best known for its impossible-to-mess-up makeup, so I couldn't wait to try it out. I much prefer the less-is-more approach to makeup, but no brand has accomplished it quite as well as Merit.

I tried out the brand's Perfecting Complexion Stick, Flush Balm Cheek Colour, Clean Lash Mascara, and Tinted Lip Oil recently, and was blown away by how confident I felt in my own skin after using just four products.

I tried Merit makeup and here's what I thought

Perfecting Complexion Stick glides onto your skin like butter and offers perfect coverage, especially if you've got heavy eye bags or redness on your face.

I did find the concealer (in shade Bone) a little too dark for my pasty pale skin, but with 30 shades to choose from (shop here), there's no doubt you'll find a concealer that's a perfect match. The lightweight concealer is perfect to wear throughout the day, and it is the perfect alternative to heavy foundations.

I tend to avoid wearing foundation during the day, so the concealer is the perfect option, especially for covering up acne scars and redness. It's leightweight, but super buildable which is exactly what you need.

I have been wearing brown mascara for months, and thought I would never go back to black mascara, but Merit has won me over. The Clean Lash Mascara tints, lengthens, and lifts lashes, with no smudging. It may be the best beauty product I've tried in 2025 so far. At €29, this is the one Merit product you need to treat yourself to.

The standout products for me have got to be the beloved Flush Balm Cheek Colour and the Tinted Lip Oil, which gave my skin a warm, but natural glow.

I've been using Flush Balm Cheek Colour in the shade Postmodern, which is a deep pink brown, and it may be my new holy grail product.

My mam even commented on how nice my makeup was the other day, so you know Merit is a true winner.

Shop the full range here, and thank us later. Merit is the best beauty brand we've tried in all of 2025.