Merit, the US beauty brand that launched in the UK in 2023, has streamlined one editor's morning makeup routine to just five minutes, according to a review by The Standard's Shopping Editor Daisy Lester. The brand's 'Five Minute Morning' ethos is built around 13 formulas designed for busy women.
How Merit's 'Five Minute Morning' Works
Merit's product lineup includes hybrid formulas such as the Minimalist Complexion Stick, which replaces both foundation and concealer, and the Flush Balm, a cream blush that can be applied with fingers. The brand's sleek packaging has made it a cult favourite among LA insiders, including Hailey Bieber and Sarah Jessica Parker.
Lester tested the full Merit routine, swapping her usual products for the brand's brush no.1, day glow highlighter, shade slick lip oil, and brow pomade. She noted ease of application, speed, and finished results.
Key Products Tested
The Minimalist Complexion Stick received a five-star rating for its effortless application, great shade range, and long-lasting light coverage, though it may be drying on particularly dry skin. Lester reported that application takes less than 30 seconds.
The Flush Balm, which catapulted Merit to global fame, earned four stars for its natural, dewy finish and easy application, but was noted as not very long-lasting, requiring touch-ups throughout the day. It also takes less than 30 seconds to apply.
The Shade Slick Lip Oil received five stars, praised for replacing both balm and lipstick with hydrating, nourishing properties and impressive staying power. The Clean Lash Lengthening Mascara also earned five stars for its smudge-proof, tubing formula that lifts and lengthens.
Products That Fell Short
The Day Glow Highlighting Balm received three stars, with Lester finding little use for it despite its glowy finish and skin-loving ingredients. She noted it is not buildable or intense enough to make a noticeable difference, and has limited staying power.
The Brush No.1 earned five stars for its blending and buffing capabilities, though Lester questioned the £28 price tag, preferring to spend on actual makeup.
Final Verdict
Lester concluded that thanks to hybrid formulas like the shade slick and complexion stick, Merit makeup has streamlined her morning routine. The mascara, brow pomade, and flush balm are now non-negotiables for getting out the door in minutes, while the highlighter and brush are products she could take or leave.
