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Debuts online and in stores with the Clean at Sephora seal.
February 16, 2021
By: Charlie Sternberg
Associate Editor
Merit, the minimalist, clean, luxury beauty brand, has announced Sephora as its exclusive retail partner. The brand is now available at Sephora.com and will be available in more than 500 Sephora stores across the US and Canada on February 19, 2021. Merit will launch with Sephora’s Clean at Sephora seal which helps the retailer’s community make informed choices about product safety. Merit is safe for the body, skin and planet with products that are vegan, cruelty-free and formulated without parabens, sulfates, artificial fragrances, and over 1,300 other common potential toxins. “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 Merit founder and CEO Katherine Power. “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.” “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,” commented Alison Hahn, SVP merchandising, makeup & fragrance at Sephora. “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. Founder Katherine Power’s entrepreneurial instincts and sense for what makes a beauty brand unique is spot on, and we are so excited to introduce Merit to our Sephora community.” The line’s complexion products are equally weighted for fair and deep skin-tones and include The Minimalist, a combination foundation and concealer available in 20 shades; Flush Balm, a cream tint cheek color in five shades and Day Glow, a highlighting balm available in two shades. Merit also offers Brush No. 1, a cruelty-free brush for blending; Clean Lash, a lengthening mascara; Brow 1980, a volumizing pomade available in three shades and Shade Slick, a tinted lip oil in four shades.
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