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.

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 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 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'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.