The Met Gala 2026 might have come and gone, but the night's incredible looks are still living in my mind, rent-free (along with the rest of our Who What Wear editors, who recapped the night on our live blog) While there was no shortage of drama this year, I found myself lingering on ballerina and icon Misty Copeland even after the night was over—not because her glam was the loudest, but because it was one of the most considered.

At first glance, it reads as effortless. But the more I looked, the more it revealed itself as something much more intentional—layered with meaning, restraint, and a very specific point of view.

“The inspiration really comes from a love of movement, art, history, and lineage,” Copeland exclusively shared with Who What Wear ahead of the evening. She and celebrity makeup artist Mali Boykin collaborated on a full Merit Beauty look emphasizing movement and radiance. Nothing about the glam is static; it has a kind of fluidity to it, like it could shift depending on the light, the angle, the moment. “I wanted something you can feel, not just see,” she added—and that’s exactly how it lands.

There’s also a sense of ease that grounds the entire look. “For me, feeling like myself is about ease and honesty… when nothing feels forced," Copeland explained. That philosophy carries through every element of the glam. It doesn’t try to transform her—it refines, enhances, and lets her presence do the rest.

Boykin approached the look through a similarly thoughtful lens, centering her concept on “beauty as art”—specifically, an exploration of brown as a full spectrum. “Brown as luxury. Brown as softness. Brown as power,” she explained. It’s a subtle but striking reframing, and on Copeland, it feels both modern and deeply resonant.

The complexion is where that idea comes to life most clearly. It’s luminous, but not in an obvious way—more like light catching on bronze, shifting as she moves. Boykin described wanting the skin to feel “radiant, sculptural, and alive,” which translates to a finish that’s dimensional rather than dewy-for-the-sake-of-dewy. You see warmth, depth, and light all working together.

Importantly, nothing overwhelms. “My goal was never to overpower that,” Boykin said, referring to Copeland’s natural grace and presence. “I wanted the beauty to feel like an extension of who she is while still making a statement.” That balance—between visibility and restraint—is what makes the look so compelling.

Technically, it’s all very precise, even if it doesn’t read that way at first. Skin is prepped to be deeply hydrated, featuring Merit's Great Skin Priming moisturizer, then evened out with sheer layers of the brand's signature tinted moisturizer, The Uniform, that lets the natural complexion show through. Contour and bronzing are placed strategically but diffused to avoid harshness, while Lucitano, a soft, peach flush, brings life back into the cheeks, and a soft golden highlight is used on the high points to create that lit-from-within effect.

The eyes stay within a warm, tonal range—rich browns blended into a soft, almost glossy finish that adds depth without pulling focus thanks to Merit's beloved Solo Shadow pots in shades Vachetta, Midcentury, and Glacé. Brows are structured but still full, lashes are defined and separated, and the lip is sculpted in a way that feels modern and slightly blurred rather than sharply outlined.

The lip is where everything subtly comes together: softly sculpted with the Signature Lip Liner in June (a new shade launching May 9), then diffused with Signature Lip Blush in Archival for a rich, modern finish that avoids anything too sharp or overdrawn.

The result is beauty that feels lived-in, considered, and deeply aligned with Copeland herself. Paired with her custom look by Michael Kors, Effy Jewelry, and soft, fragrant hair by Miles Jefferies, it all reads as one cohesive story: one where Copeland's soft yet commanding power is the only thing you need to pay attention.

In a night built on spectacle, this was something quieter, but no less impactful. The kind of beauty look that doesn’t demand attention, but keeps it. Shop Misty Copeland's full Met Gala beauty look below.

Shop Misty Copeland's Met Gala 2026 Beauty Look

Hailey Bieber wore a rose-brown lip with no mascara, so I wore a rose-brown lip with no mascara. That's just what happens when you catch the beauty mogul's GRWM TikTok video 10 minutes before heading to dinner without a stitch of makeup on! (I like to say I thrive under pressure.) Of course, it helps that a mauvy lip situation is my absolute fail-safe, so I already have Bieber's exact combo on my person. It also helps that her blurred, just-bitten look is very French-coded, and I'm currently in Paris, cherishing the sunny, 18-degree weather (hence the running late for dinner). After giving her three-product lineup a whirl, I now consider it a getting-ready staple. Below, see the exact items (no, they're not just from Rhode), plus my own predinner photos. You'll quickly understand why it's also become my latest go-to.

Bieber seems to be on a richer-lip kick lately. Remember her Grammys look, which consisted of a berry-brown lip with matching nails? Mary Phillips, Bieber's longtime makeup artist, traced the perimeter of her lips with M.ph's Overliner Lip Liner Pencil in Bittersweet (a burnt caramel brown), which has clearly remained within her repertoire. In Bieber's TikTok video, you can see her using that same pencil to deepen the outline of Rhode's Peptide Lip Shape. The latter creates a soft shadow, effectively contouring the lips, and the former defines the edge without losing its fluffiness. It's very Nina Park-inspired, if I may add.

Now, to blend those pigments together and create even more of a diffused finish, Bieber grabs Merit's Signature Lip Blush in Bespoke—a cool, rosy brown. She swipes it directly on her lips, no extra blending necessary, as the sheer-matte lipstick naturally has a soft-focus finish without feeling dry whatsoever. Trust me. I can attest.

Once I saw Bieber's video, I immediately scrambled to my toiletry case and fished out the three staples. Again, a rosy-brown lip is practically my makeup safety blanket, so I luckily already had all three on hand. I don't have M.ph's Bittersweet with me at the moment, so I used Skinny Dip, a cool beige. I'd say it has a similar effect, but I am itching to re-create the look with Bittersweet as soon as I get home.

Still, the pigment looked perfect underneath Merit's Bespoke Lip Blush, which blurs like a dream sans blending brush. In fact, I don't even need to press with my fingertip to achieve that romantic "just kissed" effect. Like magic, the balmy lip colour smooths out any dehydrated lip lines without disturbing that fluffy perimeter from the liners. Not to mention, the colour is divine, providing a nice contrast with my skin tone and mascara-free lashes. I'm officially making the rosy-brown Bespoke my number one pick, though honourable mention must go to Framboise, a true berry I've worn on plenty of date nights.

The best part about this lip combo, however, is that it truly gets better the longer you wear it. While each pigment is notably long-lasting—even after a couple of glasses of French wine—any extra blurring adds to the beautiful, lived-in finish. In fact, a fellow editor complimented me on my lip colour long after we had ordered, so you can catch me wearing this exact equation for the rest of the trip and well into spring. Merci, Hailey Bieber!

Shop the Lip Combo

Shop More Rosy-Brown Lip Products

Hailey Bieber wore a rose-brown lip with no mascara, so I wore a rose-brown lip with no mascara. That's just what happens when you catch the beauty mogul's GRWM TikTok video 10 minutes before heading to dinner without a stitch of makeup on! (I like to say I thrive under pressure.) Of course, it helps that a mauvy lip situation is my absolute fail-safe, so I already have Bieber's exact combo on my person. It also helps that her blurred, just-bitten look is very French coded, and I'm currently in Paris cherishing the sunny, 65-degree weather (hence the running late for dinner). After giving her three-product lineup a whirl, I now consider it a getting-ready staple. Below, see the exact items (no they're not just from Rhode), plus my own predinner photos. You'll quickly understand why it's also become my latest go-to.

Bieber seems to be on a richer-lip kick lately. Remember her Grammys look, which consisted of a berry-brown lip with matching nails? Mary Phillips, Bieber's longtime makeup artist, traced the perimeter of her lips with M.ph's Overliner Lip Liner Pencil in Bittersweet (a burnt caramel brown), which has clearly remained within her repertoire. In Bieber's TikTok video, you can see her using that same pencil to deepen the outline of Rhode's Peptide Lip Shape. The latter creates a soft shadow, effectively contouring the lips, and the former defines the edge without losing its fluffiness. It's very Nina Park inspired, if I may add.

Now, to blend those pigments together and create even more of a diffused finish, Bieber grabs Merit's Signature Lip Blush in Bespoke—a cool, rosy brown. She swipes it directly on her lips, no extra blending necessary, as the sheer-matte lipstick naturally has a soft-focus finish without feeling dry whatsoever. Trust me. I can attest.

Once I saw Bieber's video, I immediately scrambled to my toiletry case and fished out the three staples. Again, a rosy-brown lip is practically my makeup safety blanket, so I luckily already had all three on hand. I don't have M.ph's Bittersweet with me at the moment, so I used Skinny Dip, a cool beige. I'd say it has a similar effect, but I am itching to re-create the look with Bittersweet as soon as I get home.

Still, the pigment looked perfect underneath Merit's Bespoke Lip Blush, which blurs like a dream sans blending brush. In fact, I don't even need to press with my fingertip to achieve that romantic "just kissed" effect. Like magic, the balmy lip color smooths out any dehydrated lip lines without disturbing that fluffy perimeter from the liners. Not to mention, the color is divine, providing a nice contrast with my skin tone and mascara-free lashes. I'm officially making the rosy-brown Bespoke my number one pick, though honorable mention must go to Framboise, a true berry I've worn on plenty of date nights.

The best part about this lip combo, however, is that it truly gets better the longer you wear it. While each pigment is notably long-lasting—even after a couple of glasses of French wine—any extra blurring adds to the beautiful, lived-in finish. In fact, a fellow editor complimented me on my lip color long after we had ordered, so you can catch me wearing this exact equation for the rest of the trip and well into spring. Merci, Hailey Bieber!

Shop the Lip Combo

Shop More Rosy-Brown Lip Products

When it comes to new beauty launches, there aren't many that get me quite as excited as a Merit Beauty launch. From its minimalistic "no-makeup" makeup ethos to its heavenly skin scent, Retrospect, there's nothing not to love about the brand. And it would be remiss of me not to mention the Flush Balms, which have claimed a spot as one of our beauty team's favourite beauty products, and are a modern beauty icon in their own right.

So, when I heard last year that Merit was bringing out a new matte lipstick in 2026, my interest was instantly piqued. I've never really been a lipstick person (most are too high-maintenance for my liking, and tend to dry out my sensitive lips), but naturally, Merit has put its own less-is-more stamp on it. I've been testing the new Merit Signature Lip Blush over the past couple of weeks, and it's everything I want from a lipstick and more. Plus, you can shop the Merit Signature Lip Blush (£25) exclusively through Who What Wear UK until its official launch on 2 February. Scroll on for my full review and photos of my favourite shades I've tried.

The Formula

Honestly, the Signature Lip Blush feels more like a velvety lip balm than a traditional lipstick. It applies sheer, leaving lips lightly coated in a soft, matte veil of colour. But if you want to dial up the intensity, it’s easily layerable for a more statement shade. But even if you apply a generous amount, it still feels like a hydrating balm rather than a drying lipstick.

But what I love most about the Signature Lip Blush is that it delivers a blurred lip effect. Much like a makeup artist might artfully soften the edges of a lipstick to make it more modern and lived-in, this does it in one swipe. The result is soft-diffused, like your lips are naturally flushed with just-bitten colour. It also makes it low-maintenance to use. You can swipe it on comfortably (even without a mirror), and it fades evenly, so you don’t have to worry about meticulously topping it up. I appreciate that these are hydrating on my dry lips, too, thanks to sesame seed oil.

The Shades

As for the shade range, there’s really something for everyone’s tastes, from muted neutrals to understated pinks and statement reds. However, the sheerness of the formula means wearing a brighter colour is far less intimidating than wearing an opaque satin or matte lipstick. I like to gently pat the bullet onto my lips for a hint of colour, or swipe it on to get more pigment payoff, which is still beautifully blurred and soft. That being said, I am a neutral girl, and so I’ve most drawn to Archival (a muted pink) and Bespoke (a pinky-brown, which is also my favourite shade of the Flush Balms). Both bestow a sheer veil of colour that softly defines the lips. It doesn’t look like you’re wearing anything. It’s like your lips are naturally flushed with colour.

Archival

Bespoke

My Verdict

Since first trying them, the Signature Lip Blush has become a staple part of my makeup bag. As someone who doesn’t like wearing traditional lipstick (which always feels too fussy), this feels like a more modern way to wear colour, with the big plus of it being low-maintenance to wear and reapply. They feel velvety on the lips, offering cushion-like hydration that manages to keep my always-parched lips feeling moisturised and supple. Both the Bespoke and Archival shades live permanently in my handbag and makeup bag. And in my opinion, that’s a testament to just how good they are.

Shop Now:

Every new year brings inevitable reflection on the year prior. After writing about my shopping favorites of 2025 and the standout emerging brands that I discovered over the past year, I started thinking beyond my individual taste. What did Who What Wear readers buy in 2025?

To answer that question, I ran the numbers. Across fashion and beauty, clear patterns emerged around the pieces readers consistently returned to.

In fashion, there was a focus on familiar household names, and Adidas, COS, Reformation, H&M, Nordstrom, and Puma topped the list. For beauty, readers shopped a mix of brands: Victoria Beckham Beauty, Chanel, Merit, Armani Beauty, Dior, RapidLash, Charlotte Tilbury, InnBeauty Project, Dr. Whitney Bowe Beauty, Saie, Rare Beauty, and Summer Fridays.

Below, take a look at the 30 best-selling items of 2025.

The Fashion Results

The number one best-selling fashion item of 2025 among Who What Wear readers was the Adidas Samba OG Shoes. In fact, the top four best-selling items were all Adidas sneakers, and several more styles landed in the top 15.

At number five were the Open Edit Tori Kitten Heel Sandals, which many of our editors own and highly recommend. Nordstrom's in-house label was also popular, and its Cashmere Crewneck Sweater came in at number seven.

During spring and summer, we saw an expected rise in linen, making it no surprise that the Caslon Wide-Leg Pull-On Linen-Blend Pants were a best seller.

The rest of the list includes wardrobe staples such as the COS Clean Cut Regular T-Shirt, the Reformation Clara Cashmere Crew Cardigan, and the Puma Speedcat Sneakers.

Shop Fashion Best Sellers

The Beauty Results

I was just as curious to see which beauty products were at the top. In the number one spot with 411 purchases was the Victoria Beckham Beauty Satin Kajal Liner.

Coming in second was Chanel's Le Vernis nail polish, which makes sense given the enduring popularity of Ballerina alone. Merit's Flush Balm Cream Blush was third, followed by Armani Beauty's Luminous Silk Natural Glow Foundation and another Merit standout, the Signature Lip Sheer Lip Liner.

Dior's Addict Lip Glow Balm came next alongside the Charlotte Tilbury Lip Cheat Lip Liner. Pillow Talk Medium is a personal favorite of mine.

After appearing repeatedly on TikTok following its launch, Armani Beauty's Eye Tint Long-Lasting Liquid Eyeshadow was number nine. The Summer Fridays Lip Butter Balm also made the list, which is another staple in my routine, particularly in Brown Sugar.

Shop Beauty Best Sellers

In today's day and age, there's no shortage of internet-viral makeup brands and products, but I've been a beauty editor long enough to know that the hype isn't always warranted. (I won't name names, but I've been let down by so many popular products in the past.) That's why I tend to approach "internet-viral" products with a healthy dose of skepticism. If they don't perform exceptionally well, I'm not going to recommend them. It's as simple as that.

The popular products that do perform, though? You can't get me to shut up about them. That's the case with three internet-famous brands—Merit, Jones Road, and Il Makiage. This year, I've introduced multiple products from each one, and I don't see a future in which they ever leave my makeup bag. Ahead, see all 15 internet-viral makeup products that I think are well-worth the time, money, and attention.

Merit

Jones Road

Il Makiage

Few beauty brands have editors this obsessed. Merit is the one my friends clamor for freebies from, the one celebrities rely on for low-maintenance glam, and the one all beauty editors can synonymously agree is just plain good.

The celebrated brand, founded in 2021 by Katherine Power (who is also the cofounder of Who What Wear, thank you very much), was born to simplify your beauty routine in a very oversaturated market. Since its inception, Merit has been a luxe destination for beauty novices and pros alike, offering high-quality skincare, makeup, and fragrance collections for those after clean beauty products with skincare benefits that still perform. If this sounds like a tall order, it's because it is, but Merit didn't just rise to the challenge. It punched above with creative fervor and asked, What next?

WWW editors did the impossible task of selecting their favorites from Merit's esteemed lineup and dished on each one. Ahead, see the 13 makeup, skincare, and fragrance picks that changed the beauty game forever.

Is Merit a clean beauty brand?

There is no hard-and-fast definition of the term "clean beauty," so any answer to this question is subjective. However, Merit addresses it in the FAQ section of its website. "We focus on ingredients that are safe and effective, whether natural or synthetic," the brand states. "In addition to adding good-for-you ingredients to every formula, we eliminated many potential irritants, like added artificial fragrance."

Going the extra mile, Merit partnered with Biba de Sousa, a famed celebrity aesthetician, when formulating the brand's skincare and complexion products to act as a trusted sounding board. De Sousa is known for her "no list," which includes 73 clean ingredients that can clog pores, cause acne, or even cause irritation. You can check the safety of your favorite products by running the ingredient list through her bespoke Pore Clogger Checker to get a sense of the lengths Merit went to to produce high-quality, efficacious products.

The Best Merit Beauty Products at a Glance

• Best Overall: Flush Balm Cheek Color
• Best Complexion Product: The Minimalist Perfecting Complexion Stick
• Best for Quick Eyes: Solo Shadow Eye Color
• Best for Everyday: The Uniform Tinted Mineral Sunscreen SPF 45
• Best Lipstick: Signature Lip Lightweight Lipstick
• Best Fragrance: Retrospect L'Extrait de Parfum

Best Makeup

Best Overall: Flush Balm Cheek Color

Best Complexion Product: The Minimalist Perfecting Complexion Stick

Best for Quick Eyes: Solo Shadow Eye Color

Best for Everyday: The Uniform Tinted Mineral Sunscreen SPF 45

Best Lipstick: Signature Lip Lightweight Lipstick

Best Brush: Brush No. 1 Blending Brush

Best Believable Bronze: Bronze Balm Sheer Bronzer

Best Natural Glow: Day Glow Highlighting Balm

Best Mascara: Clean Lash Lengthening Mascara

Best Brow Pomade: Brow 1980 Volumizing Pomade

Best Skincare + Fragrance

Best Fragrance: Retrospect L'Extrait de Parfum

Best Skincare Prep: Great Skin Serum

Best Makeup Prep: Great Skin Priming Moisturizer

Also Great

My name's Grace, and I'm obsessed with trying the best perfumes. If you didn't know, every month I round up the hottest new perfumes on the market, and this month, there's one launch that I've been thinking about non-stop. As a beauty editor, I am lucky enough to find out about new launches quite ahead of time, and the minute that this particular email landed in my inbox, I knew that fashion girls would be desperate to get their hands on this scent.

The fragrance in question? None other than Merit Retrospect. I know what you're thinking: didn't this perfume launch in 2024? Whilst the brand released the very first version late last year, it has been so popular with fragrance fanatics (according to the brand, one bottle sold every 30 seconds on launch day) that today, Merit is launching a brand-new 60ml bottle, for those who can't get enough of the quiet-luxury scent.

Believe it or not, before this launch, you could only buy a small 30ml bottle of the Merit perfume. It's one of my favourite fragrances of all time, and because of this, I've already had to repurchase it. So, you can imagine my delight when I heard that the brand was bringing out this new size.

If you're new to the scent, let me provide a brief backstory. Merit spent nearly four years developing Retrospect and collaborated with renowned French perfumer Fanny Bal, who has created fragrances for huge brands such as Givenchy, Chloé, and Yves Saint Laurent.

I describe it as a quiet-luxury scent, as it has this soft, clean, warm aroma, yet also carries an expensive-smelling undertone that makes it feel as if it should be three times the price. It sits close to the skin, yet thanks to the 30% fragrance oil composition, it still manages to pack a punch.

I've already gotten through a 30ml bottle so can't wait to get my hands on the new, bigger size of Merit Retrospect.

Top notes of pear, bergamot and aldehydes create a crisp, fresh feeling, before a heart of jasmine and synthetic rose unfurls to reveal a delicate floral aroma. As for the base? An intoxicating blend of musk, vanilla and moss, creating this warm, slightly earthy, skin-like finish.

While a 30ml bottle retails for £79, the 60ml bottle is available for £118. In my opinion, this perfume smells so much more expensive than its price tag, making it a worthwhile investment. Plus, thanks to the 30% fragrance oil composition, a little goes a long way. I have a feeling that this new launch will be very popular this Christmas. If you're thinking of treating a loved one to their new signature scent, I highly recommend adding Merit's Retrospect to your basket.

Shop the New Merit Retrospect

Shop More Merit Favourites

It's official, Black Friday beauty deals are here. From Black Friday beauty tools to advent calendar sales, numerous great offers are available at the moment. In my opinion, this year's Black Friday beauty sales are the best yet. With brands such as Victoria Beckham Beauty and Beauty Pie offering stellar discounts, it's safe to say that I've already been topping up on some of my favourite products.

However, nothing has got me quite as excited as seeing my favourite expensive-smelling perfume on sale. Of course, I'm talking about Merit's Retrospect L’Extrait de Parfum. I've written all about my love for this fragrance (in fact, I regard it as one of the best perfumes ever created), and it's currently 20% off in Merit's Black Friday sale (the biggest of deals considering Merit only goes on sale once a year). Not only that, but the brand is also giving away a free, ultra-chic card case with every order.

I've pretty much been obsessed with this fragrance since it launched back in October 2024. While it's much more affordable than most of my luxury perfumes, it smells so expensive, thanks to a delicate concoction of floral notes. A base of musk, vanilla and moss adds that warm, second-skin feeling, while the addition of aldehydes brings a beautifully fresh, clean, sparkling element to the scent.

The most impressive bit? This perfume features nearly 30% fragrance oil, ensuring a highly concentrated formula that lasts all day. It was actually developed in Paris using the highest-quality natural extracts, which is why I can't stop raving about it. After having it in my collection for over a year, I can confirm that it sits beautifully on the skin, and I can even smell the warm, fresh, cosy aroma on my clothing long after spritzing.

Shop Merit Retrospect L’Extrait de Parfum

Shop More Merit Black Friday Deals

What Is Black Friday?

Black Friday weekend is an annual sale shopping event that originated in the US. It marks the end of Thanksgiving and the start of the festive shopping season, resulting in the majority of well-known—and even, in recent years, smaller—brands and retailers heading into a period sale for a full four days.

When Is Black Friday 2025?

Black Friday will fall on Friday 28 November 2025, and you can expect deals across the whole weekend and into Cyber Monday, which falls on Monday 1 December 2025. Our editors will be busy compiling the best of the Black Friday savings, whether it be clothing deals or beauty tools deals for you.

When Does Black Friday 2025 End?

Black Friday sales tend to run over the weekend and end on Cyber Monday, which will fall on Monday 1 December 2025.

What Is Cyber Monday?

Cyber Monday is the final day of sales of the Black Friday sales period. In 2025 it will be Monday 1 December, and is typically the last chance to snap up savings.

Minimalism is having an extended moment in the makeup space—from the "clean girl" aesthetic to the rise of Hailey Bieber's über-streamlined latte makeup. Because of this, minimal makeup–championing brands like Jones Road and Merit have gone completely viral on TikTok. Their everyday staples help you master the no-makeup makeup look with ease. From complexion products that give the perfect pop of color to mascara that lifts the lashes without being too over the top, like many others, I've grown to love so many products from both brands.

It just so happens that both of these brands are having their biggest sales of the year. Jones Road is encouraging us all to holiday shop early by holding a sitewide sale, offering 10% off all orders, 15% off orders over $75, and 20% off all orders over $100. Additionally, Merit's deals are just as good. For the brand's only sale of the year, starting today, they're offering 20% off sitewide with an extra 20% off selected sets.

You're going to want to get in there now. I have a feeling things won't stay stocked long from these viral brands. If you're ready to shop, keep scrolling. I'm sharing all the brand's top products I'm full-on hoarding this winter.

To be brutally honest, I don't love wearing eye shadow. This is basically blasphemy coming from a beauty editor who frequently covers bold eye looks, but here's the thing: I'll never stop oohing and ahhing over the stunning beats I see on the red carpet, my social feeds, strangers on the subway, et al. When it comes to my own routine, however, I keep it as low-maintenance as I can, which typically translates to a swipe of cream blush or bronzer on my lids or a flick of colorful liner (if I'm feeling fancy). Fun eye shadow shades, as jaw-dropping as they are, just haven't felt so intuitive for me—until now, that is.

Merit Beauty, the brand known for dropping minimalist-chic essentials, has just debuted a "no-glitter" glitter version of their deliciously creamy Solo Shadows. I've been lucky enough to get my hands on them pre-launch, and they've since become my holy grails for an effortlessly chic fall. I highly recommend giving them a try, especially if "unbothered '90s supermodel" is on your autumn mood board. Allow me to explain.

Merit's Solo Shadow is a buildable, cream-to-powder eye shadow that adds a sheer wash of color to the lids with a stunning soft-matte finish. It's truly goof-proof; you can build up the intensity by layering multiple coats, and the peptide-infused formula melts into your lids with the gentle press of a fingertip. (While you can totally use a brush to blend, I'm a fan of the finger painting method.)

The new Solo Shadow Sheens boast the same smooth, blendable formula, just with microfine pearls for a soft, shimmery finish. Note, the glitzy shadow doesn't contain actual glitter, yet it delivers a pearlescent sheen that adds an extra oomph to your eye looks while remaining effortlessly wearable—a grown-up sort of glitter, if I ever saw one. Not to mention it has incredible long-wear; I have pretty oily lids (another reason why I tend to steer clear of shadow on a daily basis, as it tends to slide off within a few hours), but the Merit formula stays put all day without creasing or smudging.

My favorite aspect, however, has to be the six, dreamy shades. Each hue is inspired by '90s glitter shadows—you know, those burnished metallics seen on the likes of iconic supermodels as they step out of some glamorous nightclub. Swoon. Somehow, the pigment looks immaculate without appearing too "done," as if you had swiped it on haphazardly before dashing out the door. You could theoretically apply it in the back of a cab without a mirror, and still, it'll appear intentionally effortless—never messy. If that's not the epitome of chic, I don't know what is.

I personally like to start with a wash of Iris (a soft, cool-toned plum) all over my lids, then add touches of Glacé (an icy rose) to the outer and inner corners for a subtle highlight. Palladium (a warm silver) is also A+ if you want more of a fairy-dust effect, especially in targeted areas to add the illusion of a wet, glistening lid. You really can't go wrong with any of the six hues, though, so I'd suggest snagging the lot and switching off depending on your mood.

Heads up: You can also score the sophisticated black leather Signature Bag created in collaboration with Brandon Maxwell when you spend over $125. Five or more Solo Shadow Sheens will easily get you over the finish line, so I suggest acting fast while the GWP is still around. Trust me, it's such a treasure.

Shop Solo Shadow Sheens

More Shimmery Eye Shadows to Shop This Fall

I've brought my Merit Signature Bag to dinner more times than I can count. While technically a cosmetic bag you receive with your very first purchase, the double-lined brown corduroy pouch is a staple accessory in its own right. Not to mention, it's essentially a signpost for minimalist-chic beauty fans; Merit, after all, is the go-to brand for a five-minute face. Cue Gisele's iconic The Devil Wears Prada line: "Are you wearing the—?" The Merit Signature Bag? Yeah, I am.

I didn't think the pouch could get any more elevated, but leave it to Brandon Maxwell to churn out a brand new classic. ICYMI, Merit announced a collab with the luxury women's ready-to-wear label, which includes two new must-haves: a limited-edition Lip Blush and a sophisticated black leather Signature Bag, both of which you can officially get your hands on today. Scroll ahead to discover how.

Of course, we must begin with the designer accessory. It has a similar shape to the OG iteration, just with a more structured, bucket-shaped silhouette and wrist handle, which is finished with a metal knot detail quintessential of Maxwell's signature hardware. The vegan leather bag also features a magnetic closure, as opposed to the original Signature Bag, which has a tie top. It's luxurious, modern, and ultra-exclusive—only available while supplies last—and I suspect it'll be gone in a flash.

To snag the soon-to-be-viral staple, all you have to do is spend over $125 on Merit Beauty items (the bag is not available for individual purchase), a relatively easy feat if you (like me) consider yourself a brand loyalist. Consider this a sign to restock the staples you know you're going to wind up re-buying anyway, such as the Flush Balm, Complexion Stick, Bronze Balm, and Signature Lip. And voilá—the Brandon Maxwell-ified Signature Bag is yours.

While you're at it, I highly recommend tossing the new Signature Lip Blush into your cart (especially if you need a bit more help reaching $125!). The formula features a blurred, soft-matte finish that adds a sheer kiss of color to the lips. (Imagine if a matte lipstick and tinted balm had a baby—that's Lip Blush.) The new collab shade is, of course, called Maxwell, which dresses your pout in a rich, swoon-worthy berry. It's also housed in a limited-edition silver packaging that, for what it's worth, pairs perfectly with that knot detail on the aforementioned Signature Bag. I can only imagine how chic the two treasures will appear side by side IRL.

The lipstick and bag are both available starting today (!), but again, you'll need to reach $125 to receive the free designer gift. Browse my favorite Merit items below so you can fill your cart as quickly as possible. Time is of the essence, friends. I don't expect them to stay in stock for very long!

My Favorite Merit Beauty Staples to Shop

Around three months ago, I received an email with the subject line: Experience Merit's Latest Skincare Innovation. A few weeks later, I was sitting in the treatment bed of my favourite facialist in the game (Katharine Mackenzie Paterson, should you wish to know), being introduced to Merit Great Skin Double Cleanse. And while I am probably Merit's number one fan thanks to the brand's low-fuss approach to beauty (if you don't already know about Merit Flush Balm or Merit Retrospect perfume, get to know), the launch of a Merit cleanser wasn't on my 2025 bingo card.

And yet, with my skin being horribly prone to breakouts as a result of using the wrong cleanser formulas more often than I'd like to admit (I'm constantly testing products for my job, after all), a new cleanser from a brand I am already very loyal to seemed like a good thing to try. And boy, oh boy, have I been impressed. But, as with everything Merit touches, this formula isn't like anything else out there, so let me fill you in...

Merit Great Skin Double Cleanse, Reviewed

The Formula

Let's start with the formula and what's promised by Merit Great Skin Double Cleanse. While the brand has typically focused on lazy-girl-approved, foolproof makeup products, in recent years, Merit has started to enter the skin space, too. Great Skin Double Cleanse is the third product to be added to the Great Skin franchise, following the launches of Great Skin Priming Moisturizer and Great Skin Instant Glow Serum. The formulas are, true to the brand's style, low fuss, simple to use and offer glowing results.

What is special about Double Cleanse is that it promises to eradicate the need for that all-important double cleanse at the end of the day (where your first cleanse is there to rid the skin of makeup and SPF, and the second cleanse to really get into the pores).

How does it do this? Well, the bi-phase, foaming cleanser might look like it contains oil, but it actually doesn't. Instead, it contains a combination of gentle oat-derived surfactants to work hard on makeup and grime, as well as plant-derived humectants to restore moisture and hydration. The MVP of the formula, though, in my opinion, is PHA (that's polyhydroxy acid), an ingredient heralded for its ability to provide very gentle but effective exfoliation, boosting glow and limiting risk of breakouts, without majorly disrupting the skin's natural moisture barrier.

And as someone who just wants a simple cleanser that will rid her breakout-prone skin of pore-clogging dirt without drying things out so much that she loses her glow, my hopes were very high.

The Application

Foaming cleansers get a bad rap, but I'm going to let you know right now that there is no need to stress about them—whether or not a cleanser will be drying and bad for your skin depends upon so much more than whether the texture is foaming or not.

I apply the cleanser onto dry skin and massage it in for 30 seconds before adding water and removing with a flannel. It feels luxurious to use and definitely feels like it's melting makeup away. (I'd like to point out that I have been testing this product for six weeks, and have tried it in every scenario, from no-makeup days to full-face nights.) Within one application, it really does rid the skin of every trace of makeup, SPF and grime.

It is advised that you use 3-4 pumps for every application, and the directions say you can use it morning and night. On this point, I would say that you use a lot of product, considering the bottle isn't massive, but I found I can definitely get away with 1-2 pumps for days when I'm not wearing makeup—a 4-pump application is really only needed for a full-face of makeup, in my opinion.

As you massage the foam in, it thickens slightly as it gets to work. Unlike the cleansing creams I typically use in the morning, I can definitely feel the active cleansing nature of this formula—my skin certainly doesn't feel full of moisture immediately afterwards. But equally, unlike my typical gel cleansers of the evening, it doesn't feel like it's stripping my skin of any hydration, either. As soon as I have wiped the flannel over my face, my skin just feels like, well, my normal skin—just clean.

The only thing I would note here is that although the brand says you can use it to remove eye makeup, I won't be doing that again. While I didn't have any trouble in the first few days of use, on day three of testing, I wore a particularly stubborn mascara and really scrubbed the foam into my eyes—and yes, it did indeed sting. So, I'd still recommend using a cleansing balm or eye makeup remover on the eyes first.

My Verdict

While no cleanser is going to absolutely change your life, I'd go as far as to say this one has made a pretty good attempt at doing so for me. This is now my second bottle, and my skin hasn't experienced a single cleansing-induced breakout for the entire six weeks that I have been using it. My skin is glowing and bright, and I haven't experienced any irritation in the form of dry patches.

Plus, for those who are short on time, this 2-in-1 product really does deliver the benefits of a double cleanse in one—it is highly effective at what it does. This is something that further appeals to my lazy nature.

One thing I should caveat, though, is that after a few days of testing, I stopped using it in the morning. It's something I knew I was probably always going to do. You see, most skin simply does not require a surfactant-heavy or PHA-containing cleanser first thing in the morning, and when your skin is prone to reactivity like mine is, you should be careful not to overdo it. Instead, I used my normal cream cleanser first thing, and replaced my two-cleanser set-up in the evening with one application of Merit Great Skin Double Cleanse. And, frankly, I predict I'll be emptying many more bottles of this stuff for years to come.

Shop Merit Great Skin Double Cleanse

When cult beauty brand Merit launches a new product, there's a solid chance (like, 99.99%) I'll be obsessed. The fragrance? An instant editor favorite. The lip liners? Creamy, long-lasting, and so dang pretty. My ears immediately perk up with each announcement, my fingertips itching to add to cart, but I'll be honest: I wasn't so sure about the brand's new tinted mineral SPF. I'm not usually a tinted sunscreen type of gal, as they tend to feel way too goopy on my skin. That said, Merit's airy, ultra-sheer coverage formula with pore-blurring powders sounded too intriguing to pass up. Could The Uniform be the one tinted SPF to change my tune?

If you can't tell from the headline above, the answer is a resounding yes. I've been testing it for the past month, and I'm not kidding, it makes my skin look airbrushed—like a permanent soft-focus effect. (I stopped wearing foundation because of it!) For those on the prowl for a new everyday sunscreen, I can't recommend it enough, so see below for every spectacular detail.

The Formula

First up: Let's chat ingredients. As I mentioned, The Uniform is a 100% mineral SPF, calling upon 15% zinc oxide to physically block the sun's rays. Now, those familiar with zinc-based formulas know that the ingredient is notorious for being difficult to spread and leaving behind a ghostly cast. The Uniform, however, mitigates those gripes by including a few standout heroes.

First, it uses a plant-based silicone alternative to ensure an emollient sensorial experience. (Read: a velvety texture that spreads nice and evenly on the skin). Then Merit included a mineral SPF powder booster to help give formula a soft, blurred finish. But the coolest addition, in my opinion, is the proprietary pigment dispersion technology—a relatively new raw material in the SPF world. "It means that the zinc and the pigment in the tinted SPF blend really nicely together instead of separating," Merit CMO Aila Morin tells me over Zoom. It also helps ensure the same level of sheerness across the entire shade range, which is quite rare for a tinted mineral SPF (but more on the shade front in just a moment!).

Other than that, you won't find too many potent actives in the oil-free, noncomedogenic formula (such as vitamin C, niacinamide, peptides, etc.). This, Morin says, was very much intentional. "So many people have barrier issues from using too many actives," she notes. In fact, there's not even a huge emphasis on moisture, which helps keep the formula from feeling too "heavy" on the skin.

Morin shares, "We only put as much hydration in it as was needed to balance out the zinc." It's not drying by any means, but it is a departure from other mineral sunscreens that load on the emollients for a far creamier (yet often oilier) experience. "If we had put it in an oil [base], it would have that really occlusive feeling on the skin," Morin adds. "This dries down because it's water based, and then the powders blur on top."

The Shades

While The Uniform is meant to complement The Minimalist—Merit's best-selling complexion stick—it's not a 1:1 shade match. The latter comes in 30 shades, while this tinted SPF has 15 flexible corresponding pigments. This means one shade of The Uniform could theoretically cover four shades of The Minimalist, or it could be a true 1:1 match. It ultimately depends on your undertones, Morin tells me, but rest assured that there is a Minimalist hue for each SPF shade, clearly denoted on each Uniform box.

And as I alluded to up top, each formula has the same level of sheerness regardless of the specific shade. This is pretty impressive, as typically mineral sunscreen formulas will add pigment to deeper shades in order to balance out the zinc; this nixes any dreaded white cast, but it also means the formula might not have the same finish (in this case, sheer and buildable) across the entire range.

Speaking of shade balance, The Uniform also maintains a steady finish all day long, "A lot of times with SPF, you'll put it on [and] 10 minutes later, it's a different color. An hour later, it's a different color. On deeper skin tones in particular, it tends to go really cool-toned." The Uniform, however, doesn't fluctuate whatsoever.

The Application

Given the water-based formula with skin-blurring powders, The Uniform's application is smooth and velvety—never greasy. If you're looking for an SPF that will give you a dewy sheen, this isn't it. It has more of a soft-matte, pillowy finish.

"We didn't make a tinted moisturizer very intentionally," Morin shares. Namely, because so many people (myself included) tend to layer tinted SPF over a regular moisturizer, and piling a rich, creamy formula on top of a face cream can feel far too occlusive—borderline "melty" in the summer months. "[Uniform] almost has a serum-like base without being too liquid-y, which is super intentional," Morin adds. "It balances the zinc and feels nice on skin, but it's not overly hydrating, so it's not going to feel occlusive or slide."

My Results

Not to be dramatic, but I despise tinted sunscreen. I like to really pile on SPF (gotta practice what I preach as a beauty editor, you know?), but I don't necessarily want a full face of pigment. I typically approach complexion products with a less-is-more mentality, which defies the rules of SPF application. (Remember the two-finger rule, people!) Plus, as Morin shared, the extra pigment often makes SPF formulas feel heavy, and it also somehow transfers onto my clothes every single time. (I've ruined way too many white shirts at this point.)

I had basically sworn off tinted sunscreens for good, but after reading about Merit's unique, skin-diffusing formula, I decided to give it a whirl. Then I gave it another—and another, and another—until I was using it to top off my skincare routine every single day. Unlike other tinted sunscreens I've tried (and deplored), The Uniform sheers out beautifully, so I can apply my usual three to four generous pumps without worrying about creating a cakey base. And yes, that blurring effect is very real; in fact, I haven't used foundation or skin tints since incorporating it into my routine. I even wore it as my sole base for a friend's wedding (pictured below)! A touch of concealer under my eyes, a liquid bronzer to warm up my features, and loads of peachy blush, and I had my complexion sorted in seconds.

To put it simply: The Uniform is officially my one and only tinted sunscreen pick. Merit is known for streamlining your beauty routine with minimalist, multitasking formulas (the Five Minute Morning bundle is an absolute must), and the brand's first-ever sunscreen passes the vibe check with flying colors. If Merit's makeup staples serve as your beauty capsule collection, then this SPF is the equivalent of a breezy white tee and Levi's jeans—the unofficial summer uniform (get it?), if you ask me.

Shop The Uniform

More Merit Must-Haves to Shop

If there's one product I can't get enough of in summer, it's a tinted SPF. We all know just how important it is to apply SPF on a daily basis (yes, even if the sun isn't shining), and a tinted SPF is such a great product as it combines a facial sunscreen with a light, glowy makeup base. I mean, let's face it, none of us wants to be slathering on heavy foundation in the warmer weather, so a tinted SPF is the perfect alternative. Plus, it will streamline your makeup bag, making it a great option for upcoming holidays.

As you can see, I'm a big fan of this product. So, you can imagine my excitement when I logged into work a couple of months ago and saw an email with the subject line "Merit's First Tinted SPF." If you've been reading my articles for a while, then you'll know that I use my Merit Beauty products daily. Yes, this brand is the ultimate minimalist beauty brand with a range of essentials that will enable you to have a glowing makeup look in ten minutes or under. While Merit does have some complexion products on offer, it has just launched its very first tinted SPF. And despite only launching today, it's already been making waves.

As a matter of fact, this product had a waiting list of over 20,000 people, so I think it's safe to say that we can expect a sell-out. As a beauty editor, I was lucky enough to get my hands on the product prior to the launch, and I've already been busy putting it through its paces. Keen to hear my thoughts? Keep on scrolling for my full review...

Shop Merit The Uniform Tinted SPF 50

The Formula

First and foremost, it's important to know that this is not a base product containing SPF—it is an SPF that doubles as a base product. Its role as a sunscreen is its primary concern, and when it comes to SPF, the formula can be the trickiest thing to get right. As a beauty editor, I know just how important it is to have a formula that you want to wear every day, as it makes protecting your skin so much easier. After trying Merit's latest product launch out, I can confirm that this formula is 10/10.

The first thing to note is that this product is a mineral sunscreen. It uses a mineral zinc oxide active to create a physical barrier to protect against both UVA and UVB rays. It comes with a sheer tint that gives you that "my skin, but better" finish and is available in 15 different shades that cater to a wide range of skin tones—something absolutely unheard of when it comes to tinted SPFs.

I know it's already sounding pretty good, but the thing that I really want to focus on is just how lightweight this SPF is. I think we've all had negative experiences with greasy, oily SPFs in the past, but this oil-free, silicone-free and non-comedogenic formula is as light as air. In fact, it's so light that you might forget you are even wearing anything on your face.

It's the perfect balance between a matte and glowy base, and it features fine natural powders that help to smooth and blur the complexion for this soft-focus finish that I am just obsessed with.

The Application

As you can imagine, applying this product is as simple as can be. The lightweight formula practically melts into the skin and blends beautifully to give that second-skin finish. I've tried using both my hands and my foundation brush to apply this to the skin, and both methods deliver a natural-looking, glowing base.

Now, as with all SPF products, it's important to reapply throughout the day. The brand recommends reapplying the product every two hours or after physical activity or exposure to water. If I'm only wearing this product, then I do find it easy to reapply. However, when I'm wearing other makeup on top, I find that my skin can get a little cakey after reapplication, so I recommend investing in a good SPF spray instead.

It's also important to make sure that you are applying enough SPF for adequate protection. Don't be shy when it comes to using this product, as you want to make sure that it's doing its job.

The Results

Before Applying the Merit The Uniform Tinted SPF 50

After Applying the Merit The Uniform Tinted SPF 50

The Verdict

You can probably already tell, but I am in love with this tinted SPF. Merit products never disappoint, but the brand has outdone itself with this latest launch. I never knew that SPF could feel so good (and look so good!) and I will definitely be wearing this product on a daily basis.

Shop Merit The Uniform Tinted SPF 50

Shop More Tinted SPFs

Earlier this week, our office manager told me my makeup looked great, and a few hours later, a fellow beauty editor looked me dead in the eye and told me, "That lip liner is really working for you." Yesterday, on my weekly neglected-WhatsApp-inbox check-in, I realised that I had missed a group chat conversation between my friends about whether or not I'd had lip filler. So, after all of the compliments and debate, I'd like to take this moment to declare that no, I have not had lip filler. I've just been wearing Merit Signature Lip Liner.

When I found out that Merit Beauty was launching a lip liner, I had mixed feelings. I adore everything that the brand touches thanks to its lazy-girl-approved formulas and low-fuss ethos. But a Merit lip liner? I wasn't sure. You see, I consider myself Merit's number one fan. I find great joy in aesthetically appealing products, I adore comfortable formulas that look natural on the face and, crucially, I prioritise products that are seriously quick and easy to apply. I find lip liners fiddly by nature, and because they require some level of precision, they just add an unwanted step into my makeup routine.

But that was then, and now Merit Signature Lip Liner has become a permanent addition to my makeup bag, and I can officially confirm that it's the most mind-blowing lip product I've ever used. It's not a lip liner in its truest form, but it's also more than a lip contour (much like the cult Rhode Peptide Lip Shape). It shapes, contours and creates the illusion of fuller lips, sure, but it does it all with an unrivalled sense of ease and a very convincing finish. And it's so good that Misty Copeland even wore it on her lips at the Oscars. Here's what to know.

Merit Signature Lip Liner, Reviewed

The Product

Let's start with the packaging and the product itself. At face value, Merit Signature Lip Liner looks just like any good lip liner does. It is a wind-up pencil, so you don't have to mess around with any sharpening—perfect for those who, like me, never have a sharpener to hand and instead just throw blunt pencils in the drawer to be forgotten about. And, as is always the case with Merit products, it looks beautifully chic.

The one visible difference between this and other lip liners out there, however, is the rounded nib. Rather than a super-pointed, sharp, pencil-like tip, Signature Lip Liner has a slightly thicker (but not too thick) nib that is rounded for smooth, easy, non-precise application. The beauty of this product is that it isn't designed for precision, meaning it's almost unbelievably easy to use.

The Finish

Merit actually shared the original brief for Signature Lip Liner on Instagram. It stated that the product should be:

• "Sheer, buildable and comfortable enough to wear every day".
• "A soft gel formula that doesn't tug or crumble".
• "Hydrating, so that lips feel soft and moisturised".
• "Versatile, so you can use it as a liner or to fill in lips all over".

The brief also stated that the formula should not be "dry, stiff or crumbly" and that the brand never set out for the liner to be "highly pigmented or long-wearing".

The result? A formula that is creamy and glossy in finish and that deposits enough pigment to make a difference, but not so much that it would ever cause application issues. Merit clearly stated that if you use traditional lip liners often, this formula will likely not be for you, which, frankly, speaks to me as a lip-liner hater. This is a liner for makeup minimalists.

The Application

If I haven't made it clear enough already, I'm totally inept when it comes to makeup application—my hands are clumsy, and I don't have a single artistic bone in my body. Because I'm so scared of lip liner, last week, I organised a visit to one of the most talented experts around, makeup artist Zoë Taylor, so that she could school me on how to use the new Merit liner (you can also read our more in-depth guide on how to apply lip liner, too).

She told me that the key is not to get too caught up in the concept of overlining, and instead, to follow the natural outline of my lip and concentrate the product more towards the outer corners, filling from the outside in. She assured me the glossy, gel-like formula will do the rest. The one tip she did give me, however, was to stop trying to accentuate my cupid's bow with liner. "Just draw straight across and round your cupid's bow off," Taylor told me. "This creates the illusion of more fullness."

Armed with all the information I needed, I went home and tried it for myself. Unlike every other lip liner I've ever used, this one glides on with gloss-like ease. And I say lip gloss here because the finish isn't particularly creamy; it has a water-like level of hydration that imparts a dewy, diffused sort of pigment. This quality makes it sheer on first swipe, but beautifully buildable.

The Results

Once I've traced the outline of my lips, rounded off my cupid's bow and filled in the corners (leaving the middle sections bare), I've been applying Merit Shade Slick over the top; one of my favourite tinted lip oils ever. Merit actually launched four new shades to accompany the liners, dubbed "The Sheens". Each has a slightly pearlescent shimmer to further the illusion of fullness. My favourite pairings are Signature Lip Liner in Bespoke with Shade Slick Sheen in Twin Set (below) and Signature Lip Liner in Beverly Hills with Shade Slick Sheen in Biarritz (above).

And as for the lasting power? I appreciate Merit's transparency with this. The brand never promised that Signature Lip Liner would last ages; it's a hydrating formula with a sheer, gloss-like finish, so it's never going to deliver the staying power of a matte lip liner. Having said that, I'm pleased to say it lasts a lot longer than I thought it would. After applying first thing in the morning, I find myself topping up my Shade Slick maybe once every hour or two (depending on how much I've been talking, eating and drinking), and reapplying my Signature Lip Liner perhaps every three or four hours. But I want to make it clear here that this liner does not dry out or flake like others. Instead, it simply gradually fades away without any cracking or smudging.

One thing to note here is that because of the super-hydrating, gel-like nature, I find myself using more product than usual. This isn't a problem, considering that you just have to twist the bottom of the pencil up whilst applying, but it's worth noting that you can expect to get through it quicker than you would a traditional lip liner.

All in all, I'm a woman obsessed. I truly never thought that lip liner would be a product for me. I can't apply it, and I've never been convinced the results could be groundbreaking enough for me to stress over it. However, with Merit Signature Lip Liner, I'm willing to admit that I was wrong—I just needed to find the right product.

Shop Merit Signature Lip Liner

Shop More Merit Lip Products

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

As a fragrance-specialist beauty director, I like to think I know about the best perfumes better than most.

And I'm not saying this to blow my own trumpet; I have over a decade of experience writing about fragrance and talking to some of the world's best perfumers. I have also spent a lot of time working behind the scenes at some of the country's biggest beauty retailers, analysing exactly what perfumes sell well and why. It is for these reasons that I have become somewhat of a pro at predicting not only what the most popular perfumes will be before they even hit the shelves, but also which new fragrances will prove to be the most complimented scents.

And now that we're in the final few weeks of 2025, I've had a while to ponder this year's biggest perfume trends, and I've concluded that we will continue to see a pretty major shift in the sorts of perfumes we're leaning towards. Whilst fresh, clean-smelling perfumes will continue to have their moment, we're also going to see a huge rise in demand for stronger, punchier aromas that are long-lasting and make a statement.

Gourmand fragrances continue to be a huge driver in the fragrance category for top retailers, too. The Lookfantastic buying team shared that "vanilla, caramel and fruity notes continue to lead in the gourmand category", with indulgent scents looking to reign as we close out the year.

Amongst my beauty peers, I've become somewhat famed for predicting the most popular perfumes before the retail stats start rolling in. So, I figured it's about time I put this talent to good use and share my thoughts with you. After all, who doesn't want to be an early adopter when it comes to perfume?

Over the past few weeks, I've spent hours analysing Google Trends data, looking at retail best-sellers lists, keeping a close eye on daily sales stats, picking the brains of every perfumer I've had dinner with and thinking long and hard about upcoming fragrance launches. (Sadly, I'm still sworn to secrecy on most, but I'll update you as soon as I can).

As a result, I've managed to compile a list of the 11 perfumes I think have already been (and will continue to be) 2025's most popular, from niche scents to classic fashion-house icons. And don't worry, I'll be sure to update this list regularly as new insights come in and new launches hit the shelves.

So, without further ado, behold: my expert predictions on the 11 most popular perfumes of 2025, from confirmed best-sellers to brand-new discoveries.

The Most Popular Perfumes of 2025

• Merit Retrospect L'Extrait de Parfum, £79
• Yves Saint Laurent Libre Intense Eau de Parfum, £82
• Parfums de Marly Valaya Eau de Parfum, £270
• Dior Miss Dior Essence, £93
• Phlur Golden Rule Eau de Parfum, £99
• Escentric Molecules Molecule 01, £125
• Chanel Coco Mademoiselle Eau de Parfum, £109
• Diptyque Orphéon Eau de Parfum, £160
• Penhaligon's Halfeti Eau de Parfum, £110
• Orebella Nightcap, £67
• Miu Miu Miutine, £104

1. Merit Retrospect

2. Yves Saint Laurent Libre Intense

3. Parfums de Marly Valaya

4. Dior Miss Dior Essence

5. Phlur Golden Rule

6. Escentric Molecules Molecule 01

7. Chanel Coco Mademoiselle

8. Diptyque Orphéon

9. Penhaligon's Halfeti

10. Orebella Nightcap

11. Miu Miu Miutine

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

It's not often that a fragrance launch captures the attention of multiple beauty editors. With so many perfume brands out there, a new launch can sometimes feel somewhat underwhelming. However, there have been excited whisperings throughout the industry as of late, as many of us have been gearing up for one of the biggest fragrance launches of the year. I was lucky enough to get my hands on this launch a few weeks ago, and I can confirm that it's totally worth the hype.

If you're not sure what perfume I'm on about, let me introduce you. I'm sure you've all heard of cult beauty brand Merit. This brand has become a beauty-editor staple thanks to the quick, easy, natural-looking formulas and clean, minimal packaging. From the viral Flush Balm to that makeup collaboration with fashion brand Tove, it's definitely the brand to know about this season.

You can imagine my excitement when I heard that Merit was launching its first-ever fragrance. This perfume is just as stylish as you would expect, and it's giving me all of the cool, expensive-looking vibes that I'm trying to channel this autumn. If you're looking for a new signature scent, then I highly recommend that you keep on scrolling…

Merit Retrospect Perfume Review

What does Merit Retrospect smell like?

It's the question on everyone's lips, but what does this perfume actually smell like? Created by leading perfumer Fanny Bal—the nose behind multiple fragrances from the likes of Frédéric Malle, Givenchy, and YSL—this scent takes a layered approach, hitting different scent profiles, from woody to fresh and even floral.

On first spritz, you are welcomed by juicy pear and fresh bergamot before rich jasmine and rose take center stage. A note of moss give an earthy feel, and vanilla and musk add a warm, sensual edge.

If I had to describe it in three words, I'd say it's clean, soft, and luxurious. It's definitely more of a skin-like scent with a delicate opening that dries down to a musky, heady base. I like to think of it as the fragrance alternative to my favorite cashmere jumper. Yes, it smells luxurious, but it also has this underlying, comforting sweetness to it that makes me want to wear it again and again.

How long-lasting is Merit Retrospect?

Another question that I've been asked a lot is whether this perfume lasts. Interestingly enough, the concentrated formula is made up of almost 30% fragrance oil and features less alcohol, which allows the scent to linger on the skin a lot longer than your typical perfume.

Because it does have a softer, more delicate scent, I have found myself topping it up slightly throughout the day. You definitely don't need to do this, but if you like your perfume to have a little more impact, I recommend keeping this in your handbag for the occasional spritz here and there.

Is Merit Retrospect worth it?

All in all, I totally get why this fragrance has been getting so much hype. I knew that it would be good, but the brand has exceeded all expectations with this launch. Not only is the bottle itself a work of art, but the scent is also a wonderful example of how delicate, skin-like scents can make just as much of an impact as punchier options on the market. If you're looking for a new perfume this autumn and winter, I highly recommend giving this a go.

Shop Merit Retrospect:

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This story originally appeared on Who What Wear UK.

Merit beauty products are a firm favourite amongst editors, and it's Retrospect perfume is no exception.

While I refer to the brand when stocking up on makeup and skincare products—you can always find the best Merit beauty products at the bottom of my makeup kit—I've also found myself on the brand for its fragrance as well. I was instantly enamoured upon first smell last year and genuinely consider it to be one of the best perfumes ever.

I was sent a bottle when it landed on the brand's website last year in October 2024, and it's since gone on to become one of the most popular perfumes. You can read my full review on it below, but let me just say this for now—it's fast becoming my forever scent and go-to present for my loved ones during every holiday. If you need more convincing, read my review on it below.

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Merit Retrospect Perfume Review

It's not often that a new(ish) perfume captures the attention of multiple beauty editors. With so many scents out there, a new launch can sometimes feel somewhat underwhelming. That said, there were so many excited whisperings throughout the industry when this one launched a year or so ago, as many of us geared up for one of the best new perfumes. After wearing it for 12 months solid, I can confirm that it's totally worth the hype.

This brand has become a beauty-editor staple thanks to the quick, easy, natural-looking formulas and sleek, minimal packaging. From the viral Flush Balm to that recent collaboration with fashion brand, Brandon Maxwell, it's definitely the brand to know.

Who What Wear UK's junior beauty editor, Grace Lindsay, wearing the Merit Retrospect perfume.

And Retrospect? This fresh perfume is just as stylish as you would expect, and it gives me all of the cool and expensive vibes that I'm always trying to channel. If you're looking for a new signature scent, then I highly recommend that you keep on scrolling.

What Does Merit Retrospect Smell Like?

This scent, which was created by leading perfumer Fanny Bal (the nose behind multiple fragrances from the likes of Frederic Malle, Givenchy, and YSL), takes a layered approach, hitting different scent profiles from woody to fresh and even floral.

On the first spritz, you are welcomed by juicy pear and fresh bergamot, before rich jasmine and rose take centre stage. Notes of moss give an earthy feel, while vanilla and musk add a warm, sensual edge.

If I had to describe it in three words, I'd say it's clean, soft and luxurious. It's more of a skin-like scent, with a delicate opening that dries down to a musky, heady base. I like to think of it as the fragrance alternative to my favourite cashmere sweater. Yes, it smells expensive, but it also has this underlying, comforting sweetness to it that makes me want to wear it again and again.

How Long-Lasting Is Merit Retrospect?

Another question that I've been asked a lot is whether this perfume lasts. Interestingly enough, the concentrated formula is made up of almost 30% fragrance oil and features less alcohol content, which allows the scent to linger on the skin a lot longer than your typical perfume.

That being said, because it does have a softer, more delicate scent, I have found myself topping it up slightly throughout the day. You don't need to do this, but if you like your perfume to have a little more impact, I recommend keeping this in your handbag for the occasional spritz here and there.

Is Merit Retrospect Worth It?

All in all, I get why this fragrance gets so much hype. Not only is the bottle itself a work of art, but the scent is a wonderful example of how delicate, skin-like scents can make just as much of an impact as punchier options on the market. If you're looking for a new or underrated perfume, I highly recommend giving this a go.

How Much Is the Merit Retrospect Perfume in the UK?

In the UK, the Merit Retrospect perfume will cost £79 for the full size and £30 for the travel size. As the perfume lingers on the skin and softly diffuses over the day, I firmly believe that this under-£100 perfume can be stretched a long time and last you multiple seasons. Best of all, it isn't tied to a specific time of year, meaning it's suited to summer as harmoniously as it is to winter.

When Did the Merit Retrospect Perfume Come Out?

The Merit Retrospect perfume was released late in 2024. I was one of the first people to test and wear the perfume, meaning that I also had the privilege to review the fragrance before anyone else had their hands on it. (Yes, now everyone in my inner circle wears the scent thanks to my recommendation.)

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Most Wanted is a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.

As a mom of two little ones, I am very familiar with the struggle to summon the energy to have a semblance of a fashion moment. In order to make my morning routine more effective in that regard, I have decided to be more intentional in what I keep on hand in both my closet and beauty bag—the idea being to have a solid set of classic pieces, with some trendy moments mixed in, that I can reach for when getting ready. Including a low-lift selection of beauty products that yield high results in the please-make-me-look-rested department.

With that in mind, I broke down my top fashion and beauty finds of the moment below. Think effortless button-downs, cool jeans, and standout dresses alongside effective skincare, glow-boosting makeup, and other essentials. Keep scrolling to discover and shop 30 chic, easy, and reliable fashion and beauty picks that I swear by as a busy mom.

Fashion

Beauty

I love blusher. In fact, I'd say it's one of my favourite makeup products of all time. I feel like it's often overlooked, but I truly believe that a good blush can transform an entire makeup look. Even if I'm not wearing any makeup, I love adding a cream blush to my cheeks to make myself look a little bit more awake.

From the Jones Road Lip and Cheek Stick to Milk Makeup's "jelly" blushers, I've tried pretty much every trending option out there, and there's one product that I come back to time and time again. That's right, I'm talking about the Merit Flush Balm(£26).

If you're not yet familiar with Merit, let me give you a little bit of backstory. The chic, minimalist beauty brand came to the UK in 2022, and beauty editors fell head over heels for the easy-to-use, natural-looking products. From serums to complexion sticks and eyeshadows, the brand has everything you need to create a full face of glowing makeup, but in my opinion, the blushers are the star of the show. Plus, Merit recently launched new shades to get acquainted with, too. Intrigued? I thought so. Keep on scrolling for my full review and see the shades on the Who What Wear UK team.

Merit Flush Balm Blusher Review

The Formula

Ok, first things first, let's talk formulas. This blusher has a super creamy texture which is what made me fall in love with it in the first place. It's lightweight, very blendable, and as described by the brand, it gives a "satin" finish.

What's really clever about it is that the blusher contains microfine pigment powders, that are designed to add a subtle hint of colour without covering your natural skin texture. That being said, this blusher is definitely buildable depending on how much of an impact you want it to make. The best bit? The formula also contains vitamin E to help hydrate the skin. If you want a dewy, juicy finish, this is the product for you.

The Shades

Now, onto the shades. There are currently 13 colours to choose from, including peachy hues, bold reds, chic neutrals and deep berry and burgundy tones. I've tried four of the brand's bestselling shades, and as someone who likes more of a natural flush to the cheeks, I was drawn to 'Stockholm', a sheer baby pink. However, if I want more of a statement look, then 'Mood' (a soft plum hue) is my go-to.

The Application

Probably one of the best things about this product (amongst all the other things I've already mentioned) is how easy it is to apply. The blush comes in a circular pot, which means you can dab it straight onto your cheeks and blend it out with your fingers or a brush. When I say that this blush blends into the cheeks in seconds, I really mean it. One or two swipes, a quick dab of your fingers and you are good to go. It's that easy.

The Result

Before Using Merit Flush Balm

After Using Merit Flush Balm

The Verdict

All in all, I'm a big fan of this blusher. If you like a natural, dewy makeup look and want to add a flush of colour to the cheeks, I highly recommend investing in the Flush Balm. At £26, it's definitely not one of the cheapest products out there, but a little bit goes a long way, so it will last you a long time.

Two things to note: if you prefer a matte or statement finish, I would suggest giving a powder blush a go. Also, due to the creamier formula (and my oilier complexion), I do find myself having to top up the blush throughout the day. That being said, thanks to the packaging, this is a quick and easy thing to do.

Shop the Merit Flush Balm

Who What Wear UK's Merit Flush Balm Review and Swatches

After talking about how much I loved this blusher, the rest of team Who What Wear UK were keen to give it a go. Keep on scrolling for their thoughts...

Brittany Davy, Editorial Assistant, Shade: Mood

Editor Review: "The Merit Flush Balm is a great addition to my everyday makeup routine. As someone with dry skin, I love that the formula is creamy without being too greasy. I applied it with my fingers and it glided on evenly without moving my foundation underneath. I love that it shows up on my deeper skin tone but still provides me with a natural flush of colour that's perfect for those 'no makeup' makeup days."

Mood has since been discontinued, however, the new Postmodern shade is a close match with deep pinky brown tones.

Shop Postmodern:

Eleanor Vousden, Beauty Editor: Shade Bespoke

Editor Review: "Ever since I first tried Merit's blush, it's never left my handbag. The domed shape of the applicator makes it so easy for swiping onto cheeks and lips, which you can easily blend with your fingertips for on-the-go application without the need for a makeup brush. While I love bright blush on others, I usually go for something subdued. Bespoke, one of the new shades, is a perfect mix of pink and brown that bestows a healthy flush of colour while remaining on the subtle side."

Shop Bespoke:

Jerrylyn Saguiped, Affiliates Manager: Shade Cheeky

Editor Review: "This blush is my go-to product for days where I want to opt for a more natural look. It's super buildable and lightweight, and leaves my skin with a healthy flush that never looks cakey."

Shop Cheeky:

Maxine Eggenberger, Deputy Editor: Shade Beverly Hills

Editor Review: "I usually avoid blushers—my complexion is naturally quite pink and if I wear too much I can end up looking permanently flustered. However, Beverly Hills is the perfect shade for me—it bestows a peachy pink flush in just one sweep, and blends so beautifully with any base makeup I'm wearing. It's buildable, too, which I like to have the option with. Instead of making me look like I've just climbed some steep steps, this shade gives me the cutesy blush look I've spent years trying to re-create from social media, and it's made blush a non-negotiable in my routine."

Shop Beverly Hills:

Annie Wheatland-Clinch, Assistant Social Media Editor: Shade Le Bon Bon

Editor Review: "I love bright blushers, so I'm a big fan of Merit's new Flush Balm shade in Le Bon Bon for adding a dewy pop of colour to my cheeks."

Shop Le Bon Bon:

Poppy Nash, Managing Editor: Shade Stockholm

Editor Review: "I absolutely love blusher, and the Merit Flush Balm has fast become one of my makeup bag staples. I use the shade Stockholm, which is a little different to my usual blush as I would normally go for a coral hue, but I loved the look of the baby pink so decided to branch out. Fortunately, the risk paid off! It's the perfect pink, and gives my skin a lovely glow thanks to the cream formulation that isn't cakey. I do put quite a lot on, but it's so buildable and blendable that it never looks OTT. I now keep one in my handbag and makeup bag so I can never be without it."

Florrie Alexander, Shopping Editor: Shade Stockholm

Editor Review: "I've heard so many great things about the Merit blush but as someone who is new to blushes I hadn't yet put this icon to the test. Now, I fully understand the hype. The texture is light yet smooth, making it incredibly easy to blend whether using your fingers or a blush, and as an oily skin girl I don't feel worried about the texture. The shade is a soft pink, and what I love is that its easy to build up the shade if you want more impact, which is especially good if you're just getting into a touch of blush like I am."

Shop Stockholm:

Sophie Cooskon, Ecom Analyst: Shade Après

Editor Review: "I'm not going to lie, I was slightly worried about how dark the pigment would be with Après, however, when I applied it was really surprised at how subtle it was. I feel like it's the chicer, older sister to Stockholm. It's perfect for the winter months, or for a classier evening look when you are dolled up and heading somewhere nice."

Shop Après:

Natalie Munroe, News Writer: Shade Rouge

Editor Review: "I often gravitate towards a brighter blush as I feel like it helps to energise my pale complexion. Merit's Blush Balm in Rouge did just that, imparting the perfect buildable rosy tone."

Shop Rouge:

Shop More Shades:

Most Wanted is a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.

I'm not one to strictly follow any kind of fashion rules, as I am all about going with your gut and wearing whatever brings you joy and makes you feel confident, but there is one thing I lean on whenever getting ready in the morning: adding in that special final touch. My personal style can best be summed up as simple, elevated, and timeless yet I always like to incorporate a standout piece—or two or three—that helps my outfit look and feel complete. Accessories and beauty are two areas that I tend to focus on the most in this regard.

Depending on the season, the final touches I reach for vary. At the moment I have my sights set on a chic selection of accessories that span from everyday staples like classic earrings and cool sunglasses to more trend-forward pieces like sleek belts and red-hued finds. In the beauty department, it's all about picks that simplify getting ready in the morning, help me look more put-together, and bring about day-making compliments. Keep scrolling to peruse and shop 30 incredibly chic accessories and beauty picks I swear by right now for adding the perfect final touch.

Have you ever wondered which cosmetic brands Who What Wear's beauty editors swear by when met with hundreds of options? It wasn't an easy task (our beauty cabinets are constantly overflowing, yet rarely pruned), but I tapped my team for their top eight brands and products they can't imagine living without in no particular order.

Below, dive into the makeup kits of our beauty editors and learn which brands and products have continued to set an industry standard of excellence. Get ready to bookmark and screenshot—you'll want to grab these finds from Merit, Saie Beauty, Haus Labs, and more while you still can.

1. Merit Beauty

Merit Beauty, founded by Katherine Power, seamlessly combines clean ingredients, fuss-free application, and stunning results in a range of products that prioritize the health of your skin. The brand embraces modern minimalism, impossible-to-mess up products, and a well-edited makeup routine. Among the cult favorites from Merit are their Flush Balm Cream Blush, Minimalist Perfecting Complexion Foundation and Concealer Stick, Signature Lip Lightweight Lipstick, and the Bronze Balm Sheer Sculpting Bronzer.

2. Hourglass Cosmetics

Founded in 2004 by beauty insider Carisa Janes with the goal of transforming high-end cosmetics with technology, Hourglass Cosmetics uses breakthrough formulations, technological innovations, and groundbreaking active ingredients to create products that look good and feel good on the skin. Some of their most recognizable products include the Phantom Volumizing Glossy Lip Balm, Vanish Airbrush Concealer, Veil Hydrating Skin Tint Foundation, and Ambient Lighting line of products.

3. Saie Beauty

Saie uses high-performance formulas, sustainable packaging and practices using clean, good-for-you ingredients. Founder Laney Crowell founded Saie with the mission of creating clean, award-winning products that are sustainable, earth-conscious, and effective. Some of their most notable products are their Dew Blush, Glowy Super Gel, and Airset Radiant Loose Setting Powder.

4. Kosas Cosmetics

Meet Kosas Cosmetics: a next-level clean beauty brand that creates skin-improving, clinically proven products. Founder Sheena Zadeh-Daly launched Kosas in 2015 with a line of natural-toned lipsticks. The brand has since grown to include comfy makeup and active skincare products like their bestselling Revealer Concealer, DreamBeam SPF, Cloud Setting Powder, and Wet Stick.

5. Violette_Fr

Creative director of makeup for Guerlain and French beauty guru Violette Serrat launched Violette_Fr with almost two decades of industry knowledge under her helt. The brand's products are safe, effective, luxurious, and accessible with clean and highly pigmented formulas. A staple for anyone looking to achieving French girl-inspired beauty, some notable products include the Petal Bouche Matte, Boum-Boum Milk, Bisou Balm, and Invisible Bandage.

6. Haus Labs by Lady Gaga

You don't have to be a fan of singer-songwriter Lady Gaga to fall in love with Haus Labs' cruelty-free cosmetics. Combining science and nature to create high-performing products, the brand is committed to experimentation and innovation. Some of their most notable products include the Triclone Skin Tech Medium Coverage Foundation, PHD Hybrid Lip Oil, Optic Intensity Eco Eyeliner, and Power Sculpt Velvet Bronzer.

7. Tower 28 Beauty

Non-irritating ingredients meet high-performance formulas in Tower 28 Beauty's line of products. Founded by Amy Liu, the brand's cosmetics are accessible, irritant-free, high performance, and designed for all skin types. Some products to be on the hunt for by Tower 28 are the S.O.S. Rescue Spray, ShineOn Lip Jelly, SuperDew Highlighter, and JuiceBalm Lip Balm.

8. Makeup by Mario

Founded by renowned celebrity makeup artist Mario Dedivanovic, Makeup by Mario's purposeful product use smart, innovative formulas designed to recreate Mario's signature techniques. Every product is easy-to-use and beginner friendly with shades that are universally inclusive. Some of our favorite finds from the brand are the Master Crystal Reflector, Master Mattes Eyeshadow Palette, Surrealskin Foundation, and Softsculpt Shaping Stick.

I've always been told I look incredibly young for my age since I was, well, young. Most recently, I hopped into an Uber and the driver asked if I had my parents' permission to ride as a minor. It's taken me years to accept my petite, girl-like features as positive traits, but in the past month, I've found ways to embrace my features thanks to hundreds of makeup tutorials with #Gamine in their captions. If you frequent Gen Z–led social media platforms, there's a high chance you've come across beauty trends aimed at embracing unique facial features. Face types aren't a new idea, but if you've never heard of the Kibbe Image Identity System, you're not alone. It's a departure from the traditional body-typing system (which has given us image-based categories from head to toe using terms like "hourglass figures" and "inverted triangle").

David Kibbe, an image consultant, introduced The Kibbe Body Types in the 1980s and created a style guide using the body-typing system. Focusing on an axis of yin (curved, soft) versus yang (angular, structured), it takes into consideration one's skeletal system and flesh on a scale of five categories, such as gamine, natural, and dramatic, then breaks those down into 13 more specified body types. This, in turn, can be used to determine the most complementary hairstyles, makeup practices, and clothing styles for each.

It's important to note, however, that Kibbe himself has stated that these specific body types shouldn't determine how a person moves throughout the world or chooses to present themselves. The body types can be helpful in figuring out how to best highlight certain features or draw attention away from others if a person chooses to do so. Makeup can be used as a transformative tool for all facial types, but today, we're taking a look at the best tips and tricks for individuals who possess perhaps the most youthful and otherwordly of the five Kibbe Body Types: gamine.

Makeup for Gamine Facial Features

We caught up with beauty expert, makeup artist, and and entrepreneur Jenny Patinkin to get the scoop on the best makeup practices for individuals with gamine facial features. "Gamine facial features tend to be delicate, so overdoing contouring can give an almost sunken or hollow look," says Patinkin. "If I do any contouring at all, it's only a subtle wash done at the part of the cheekbone closest to the ears and not extended onto the face more than one to two inches and perhaps a little on the jawline to call attention to the V shape of the jawline."

Instead, Patinkin prefers to focus on bringing a soft glow to the cheeks and a slightly contoured smoky eye to create a round, doe-eyed look with a sultry flair. "It's important to use makeup brushes sized for more delicate features instead of very large ones that can over-apply products like bronzer or contour," she tells us. Her tool of choice is her very own Sustainable Luxury Angled Multi-Blender Brush, which she uses to apply cheek products. With it, she's able to control placement in addition to creating a beautiful soft blend with minimal effort. 

"I know the temptation is to do a heavier brow with this look à la Audrey Hepburn, the ultimate gamine, but I would advise caution when it comes to squaring off the inner corner of the brow or using a very opaque color to fill in," Patinkin explains. Both can look overly harsh in contrast to one's more delicate features rather than complementing them as needed.

Now that you know how to give gamine facial features the attention they deserve with the help of Patinkin, keep reading to discover the 16 bronzers, blushes, contour sticks, and highlighters that will deliver a stunning makeup look every time.

Adding Warmth With Bronzer

Creating Dimension With Light Contour

Balancing With Blush

Highlighting the High Points

According to TikTok, "for the girls, by the girls," is one of the best ways filmmaker Sofia Coppola’s aesthetic can be described and I whole-heartedly agree. Her most recent biographical drama, Priscilla is not different Based on the 1965 memoir Elvis and Me by Priscilla Presley and Sandra Harmon, the film follows the life of Presley (portrayed by newcomer Cailee Spaeny) and her relationship with Elvis Presley (played by Euphoria star Jacob Elordi). Told from 1959 to 1972, the story captures to evolution of Priscilla Presley’s (né Beaulieu) journey from love-lorn school girl to style icon with the help of sky-high hair, plush lashes, and eye-catching winged eyeliner.

In that same vane, A24 teamed up with Half Magic, the makeup brand from Euphoria’s head makeup artist Donni Davy to create a limited edition Priscilla Makeup Set with special tools to help us recreate the latter. I tapped Davy for her biggest tips and tricks on how to recreate the iconic ’60s and ’70s makeup looks that helped secure Presley’s status as a 20th century style icon. Cleary, her legacy is as influential then as it is now. If you’re feeling inspired to try your hand at Presley’s bold and beautiful eye makeup, read on!

Capturing the Priscilla Look

Cut creases and winged eyeliner are staples for a number of Priscilla Presley’s most recognizable eye makeup looks. Do you have any tips and tricks on how to re-create them?

While I generally associate cut creases with the 1960s, it’s not the first thing that comes to mind when I think of Priscilla’s makeup based on the photos I’ve seen of her. What really stands out to me about her 1960s look is the bold way she wore her eyeliner. She did double wings, inverted wings on her inner corners, and straight up outlined her whole eye in black eyeliner. She wore a generous amount of black eye shadow and liner at Elvis’s request, which actually made for a pretty intense eye look rather than the typical wide-eyed babydoll 1960s look with the big cut crease.

To do a cut crease is to create a new crease line for your eyelid. All you need is black or brown eyeliner in whichever format you are the most comfortable working with pencil, cream, liquid, or my favorite, a felt tip pen like Half Magic’s award-winning Magic Flik Calligraphy Eyeliner Pen, which is included in our Limited Edition Priscilla Makeup Set. You’re going to draw a curved line above your natural crease line.

The degree of curvature that you choose is based on personal preference. The outer tail of Priscilla’s cut crease line extends toward the tail of her eyebrow, which gives a lifted, seductive, and feline effect. Now look at Twiggy. The outer tail of her cut crease line extends toward the outer corner of her eye, which gives her more of a wide-eyed baby doll, demure look. So, it’s all about the vibe you want to channel and what you want your makeup to say!

What are some of the biggest mistakes you see with modern-day takes on 1960s makeup looks? 

I don’t see any mistakes. I live for modern takes on 1960s glam and I slurp it up every time I see it. 

In what ways do you believe Priscilla’s marriage to Elvis had an influence on her style?

If what I saw in the movie really happened, Elvis groomed Priscilla from a young age to be his ideal woman. He influenced Priscilla’s style in every way possible—from deciding that her signature color was to be blue to deciding that she would avoid wearing prints and anything not formfitting, and even suggesting that she dye her hair black and wear more makeup to "bring out her eyes.”

Priscilla stayed devoted to Elvis even though he was at times cruel to her, pursued relationships with other women, and didn’t respect her needs within their marriage. Coppola’s film depicts Priscilla transforming from plain to hyper-glam to fit in with Elvis’s lifestyle and hold his ongoing attention. In the film, when she develops the strength to leave her marriage, Priscilla transitions back to her natural hair color and is shown wearing much less eye makeup. 

All of the different ways she wore her eyeliner makes me think she really added her own flair, experimentation and sense of ownership to her look, even if it initially stemmed from Elvis’s desire for how she should look. 

Do you have any personal favorite makeup looks from Priscilla over the years? 

I love the double wing with inner-wing detail and the light-pink lipstick that she wore for her wedding with Elvis. The double-wing profile is so stunning—fierce but delicate.

Half Magic x Priscilla

If you missed Half Magic’s limited-edition, best-selling Priscilla Makeup Set by a few days (it practically flew off the shelves following the release of the hit film), you’re in luck—all three of its items can be purchased separately. If your goal is to pull of a bold wing, try using Half Magic’s Magic Flik Eyeliner with the help of the Wing Magician Silicone Guide. Finish off your eye look by sweeping Half Magic’s Eyelectric Extreme Lengthening Mascara across the lashes; focusing on building volume. While you may not have the ridiculously aesthetic packaging of the original set in your possession, but you’ll have everything you need.

More Products for Priscilla-Inspired Looks

If there's anyone who has mastered the art of minimal, fashion-forward makeup, it's Sarah Jessica Parker. Whether you look at her iconic role as Carrie Bradshaw on Sex and the City or her role reprisal on And Just Like That, Parker is undoubtedly a fashion girl through and through, letting her makeup be the supporting character to her risk-taking outfits. 

Last night at the premiere for season two of And Just Like That, however, we couldn't stop staring at SJP's makeup. Parker sported gunmetal eye shadow, dewy skin, rosy cheeks, and high-gloss lids—and Carrie Bradshaw would definitely approve.

To achieve this look, makeup artist Elaine Offers used an arsenal of Merit products. Offers used a bevy of cult favorites from the brand, including its Flush Balm and Tinted Lip oil. Keep reading for the full product breakdown. 

Next: Kim Kardashian's Makeup Artist Uses This Blush Technique to Fake a Rested Look

Welcome to Deep Reviews—your one-stop destination to discover the absolute best products and brands the beauty industry has to offer. The Who What Wear staffers you already know and trust will research, test, and review the market's most sought-after and buzzed-about products to see which formulas (of the hundreds up for consideration) are truly worth your hard-earned money and attention. You can expect honest, completely uncensored feedback and no-BS recommendations our hard-to-please testers endorse without reservations.

The majority of our Deep Reviews will feature our editors' honest, ultra-hot takes on entire product categories or multiple products from a particular beauty brand, but every so often, we'll sprinkle in a special single-product format called Honestly, I Love It. As the name suggests, these reviews will hone in on one standout beauty formula our editors quite literally can't shut up about. This time around, I'm highlighting the Merit Beauty Flush Balm ($28). 

If there's one celebrity I'd sell my soul to, it'd be Hailey Bieber without question. I've always been drawn to her effortlessly cool beauty and fashion aesthetic. The girl can walk outside wearing anything—a paper bag! Clown makeup!—and I'd feel a sudden need to do the same. I'm not saying I'm proud of this behavior, but I just want you to understand the grip she has on me, especially in the beauty department. Bieber is the queen of minimalist skincare and easy makeup, and the best part of it all is that she doesn't gatekeep what she's using. (It's one of the many reasons I love her so damn much.) I can't say I was surprised to hear that she's as obsessed with the Merit Beauty Flush Balm ($28) as I am. I'm just shocked it took a couple of years for her to get on board.

Let me back up: I've been very much in love with Flush Balm since the day it launched in 2021. I haven't always loved blush (I blame my naturally rosy cheeks!), but this was the product that warmed me up to the idea. The creamy, flexible formula is what did me in. I can wear it on its own or with other makeup, using as much or as little as I want, and it looks natural every single time. It's impossible to mess up, and I know I can always rely on it.

I hate when a product feels like it's sitting on top of my skin. Nothing makes me feel less like myself than completely covering my complexion. I really appreciate that this formula is lightweight and feels like I'm wearing no makeup at all. My skin is still able to breathe and poke through (as do my freckles) even when I'm wearing a few layers of this stuff. I like to apply it straight to the apples of my cheeks and then use my fingers to blend it in. I also like dabbing a little bit onto the tip of my nose for an extra pop of color. Sometimes, when I'm feeling extra rebellious, I even apply a wash of color across my eyelids and lips to create a subtle monochromatic look.

What I love most about the formula is how flexible and creamy it is. It just glides right onto my skin! Microfine pigment powders add a touch of color without covering up your skin's natural texture while vitamin E nourishes and conditions your skin, leaving a long-lasting glow that's never, ever cakey.

Flush Balm comes in nine lovely shades, and there isn't one I don't like. Fox is a glorious warm taupe; Persimmon is this super-soft orange-red; Terracotta is a warm caramel-cream; Beverly Hills reminds me of a soft, dreamy peach; Stockholm is a true baby pink; Cheeky, on the other hand, is a cool pink; Après is a subtle, soft berry; Mood is a deep burgundy; and Raspberry Beret is the deep berry hue that I've become quite close to. I usually go for cool pinks, but over the last few months, I've gotten very into purple-berry hues, and I don't see myself going back anytime soon. I feel like richer plums add this really natural flush to my cheeks, the type of flush you'd get from going on a run outside in the cold (without actually having to go on a run outside in the cold).

The inspiration behind the blush: "Flush Balm was designed to be the answer to all our usual issues with blushes," explains Aila Morin, the SVP of brand, growth, and innovation at Merit. "Its lightweight, creamy formula looks soft and dewy without masking your natural skin texture; it's sheer yet buildable, making it impossible to mess up and super versatile, and it was formulated without pore-clogging ingredients like coconut oil, which are often found in clean beauty products. The result is a natural-looking glow that's never cakey or acne-triggering."

What makes it so special: "Flush Balm is a super-blendable formula that easily becomes one with the skin. It's a great product when you want your blush to look believable," says makeup artist Jenna Menard.

What makes it different from other cream blushes: "Our Flush Balm has skin-nourishing ingredients, like vitamin E, that leave a subtle glow and make your skin feel moisturized. The formula also has a low molecular weight emollient, which softens your skin and gives it a velvety finish without clogging pores or feeling heavy. The emollient in the formula also constructs a breathable layer that keeps color intact throughout the day. And my favorite detail is that Flush Balm was designed to be the perfect on-the-go product—it's small, lightweight, and fits perfectly in one hand, so you can apply it anywhere," says Morin. "Plus, it can actually be used anywhere on the face—if I don't have time to put on any other makeup, I'll add a quick swipe onto my lips, cheeks, and a bit on my eyelids for a monochromatic look."

How to find your go-to shade: "The shades work well with all skin tones because of the sheer, buildable formula. I love to have a basic, neutral flush like Après or Mood and a pop of color like Persimmon or Cheeky in my bag," explains Morin. "You can also mix shades to create a custom color just for you."

Unexpected places you can apply it: "Blush is always great on the lids and lips in addition to the cheeks. I love to bring a whole makeup look together by using one product multiple places on the face," says Menard. "Applying with a brush for lips and lids allows you to use the product differently but keep the tone consistent. Since there's a lot of area on the cheeks, blush placement is key for different looks: For something fresh and poppy, use a bright shade on the apples of the cheeks; use a deep shade below the cheekbones swept up as a blush contour; for a natural flush, use a shade closest to your natural cheek color and apply mid-cheekbone upward; for a faux post-workout flush, apply a deeper version of your natural cheek color to the center of your cheeks pulled down a bit."

Best application tips: "I love utilizing the dome-shaped stick right on the face," says Menard. "It allows just the right amount of product to dispense on the skin and then can easily be blended with a brush into the skin even further. Sometimes I just tap it on for even less product. You're always able to work your way up and build the desired intensity. For more control, you can use a brush and tap into the product rather than going straight to the face. It's great for achieving a subtler blush look."

SHOP ALL MERIT BEAUTY FLUSH BALM SHADES

Up next: Out of 67 "Best-Ever" Perfumes, Our Editors Tested and Chose the Top 15

If there's anything I've learned from the Internet lately, it's that we're all essentially trying to be Hailey Bieber. From everyone you know booking a haircut appointment to chop a bob this week to trying to discern her exact makeup routine from her TikTok videos, it's no secret that the Rhode founder is pretty much everyone's beauty muse. 

If you haven't been quick enough to snag Rhode products before they sell out, you're in luck, because there's one part of Bieber's routine that you can definitely try. Meet Merit's Flush Balm Cream Blush, which, if you were wondering, is how Hailey always looks perfectly flushed. 

The sheer, balmy formula now clocks at £30, which makes it a no-brainer to add to your morning routine. It's also infused with vitamin E, so it's great for anyone looking for a skin-friendly boost. The formula just came out with four dreamy new colours—keep reading for the latest. 

SHOP THE NEW COLOURS

Shop the Rest of the Flush Balm Line

This story originally appeared on Who What Wear U.S. 

Next: 8 Celebrity Beauty Brands That Are Actually Really Good

If there's anything I've learned from the Internet lately, it's that we're all essentially trying to be Hailey Bieber. From everyone you know booking a haircut appointment to chop a bob this week to trying to discern her exact makeup routine from her TikTok videos, it's no secret that the Rhode founder is pretty much everyone's beauty muse. 

If you haven't been quick enough to snag Rhode products before they sell out, you're in luck, because there's one part of Bieber's routine that you can definitely try. Meet Merit's Flush Balm Cream Blush, which, if you were wondering, is how Hailey always looks perfectly flushed. 

The sheer, balmy formula now clocks in under $30, which makes it a no-brainer to add to your morning routine. It's also infused with vitamin E, so it's great for anyone looking for a skin-friendly boost. The formula just came out with four dreamy new colors—keep reading for the latest. 

Shop the Rest of the Flush Balm Line

Next: J.Lo Just Proved the "Lip Gloss" Nail Trend Is Worth Trying—Here's How

As another year comes to an end, it’s always fun to take inventory of all the the purchases I’ve made through the months. There are guaranteed to be duds (like those unfortunate pieces that didn’t pan out in your wardrobe or beauty routine as you had hoped), but there are always some resounding wins to celebrate. What I find most interesting is that, most of the time, the wins are more mundane and everyday in nature. In my case, this year was no exception.

It turns out that some of the very best things I bought this year happened to be practical and used on heavy rotation. For instance, a pair of standout black Chelsea boots were my main go-to's through winter, spring, and now fall. In the beauty department, my scalp was blessed every week with a clarifying shampoo like no other I’ve tried (goodbye, flakes). Keep scrolling to see more of my favorite purchases this year, plus what I have my eye on to try next.

Retro Aviator Sunglasses

I wanted to switch things up from my usual black cat-eye sunglasses and these retro aviators fit the bill. I love wearing them with button-down shirts and a low bun.

Black Chelsea Boots With Contrast Stitching

These cool black boots reminded me of the Proenza Schouler boot style I had been obsessing over. At under $100, there was no way I was passing them up. I wear these boots with everything from jeans to leggings.

Clarifying Shampoo

I have dealt with a flaky scalp for most of my life and I have tried everything under the sun to help treat it. This shampoo not only keeps the flakiness at bay, it smells insanely good as well. I am hooked.

Neutral Shirt Jacket

I went on a deep dive to find a shirt jacket I love and this one was the stand out thanks to the neutral coloring and the price. Another plus is that it is thicker so it offers a lot more warmth during the colder months.

Effective Clean Mascara

I am super picky about mascara and this sleek option is my latest obsession. It is clean and makes a huge difference in my lashes with just one coat. It also doesn't get all flakey at the end of the day like most mascaras.

Small Chunky Hoop Earrings

I am pretty committed to wearing my diamond huggie earrings on most days, but I wanted a pair of hoop earrings with a little more weight for when I wanted more of a statement look. These were under $25 and the perfect yellow-gold color.

More Things I Have My Eyes On

Next: I Scanned J.Crew, Banana Republic, and Mango—These 7 Trends Were Everywhere

If my makeup takes any longer than 10 minutes to apply, I'm going to be mad about it. As a beauty director who spends a lot of time sampling and testing makeup products, I want to keep my daily makeup routine as easy and simple as possible.

In my opinion, the best makeup products are ones that have the power to make you look awake, fresh-faced and pulled together in just a few minutes. I want to scribble them on, blend with my fingers and be good to go. And that, my beauty-loving friends, is why Merit Beauty is my go-to makeup brand.

If I were to move to a desert island and were only permitted one makeup brand to take with me, it would be Merit Beauty. Why? Because it is a brand that ensures every single one of its products ticks the boxes I want to be ticked: that's fool-proof function, natural-looking finishes and speedy results.

I've been using Merit Beauty every single day since the brand launched in the UK back in 2022, and I truly believe the lineup features some of the best makeup products on the market, from cream blushers to brow gels. With a carefully curated selection of easy-to-use, time-saving makeup products (Flush Balm is a firm Who What Wear UK team favourite), Merit Beauty caters to those (like me) who want their beauty routine to feel luxurious and indulgent without eating up too much of their time.

Shannon Lawlor wearing a full face of Merit Beauty.

With super-creamy formulas housed in speedy sticks, the base products melt in, leaving behind a glowing, skin-like finish. The lip products, on the other hand, deliver a plumping hydration that doesn't feel sticky or even a little bit uncomfortable. The products create a look that makes your face look instantly more alive whilst ensuring skin still looks like skin. There's not a hint of greasiness or tackiness to any of the formulas, either, just hydrated comfort. Basically, Merit Beauty is my happy place. Scroll ahead for the best Merit beauty products, as loved by the Who What Wear UK editors.

The Best Merit Beauty Products

1. Merit Beauty The Uniform

2. Merit Beauty Flush Balm

3. Merit Beauty Brow 1980

4. Merit Beauty Signature Lip Blush

5. Merit Beauty Retrospect

6. Merit Beauty Great Skin Serum

7. Merit Beauty The Minimalist

8. Merit Beauty Bronze Balm

9. Merit Beauty Day Glow

10. Merit Beauty Clean Lash

11. Merit Beauty Solo Shadow

12. Merit Beauty Signature Lip

13. Merit Beauty Shade Slick

14. Merit Beauty Brow 1990

15. Merit Beauty Signature Lip Liner

16. Merit Great Skin Cleanser

17. Solo Shadow Sheen

Shop Merit Beauty Sets

The Full Collection

Five Minute Morning Set

The Complexion Set

The Intro Set

The Bestsellers Set

There's nothing I love more than a multitasking makeup product, and Merit's beloved perfecting complexion stick, The Minimalist ($38) is one of the all-time greats. And it's not just me who's obsessed. It's the brand's number one best-selling product and was the most popular foundation stick at Sephora prior to selling out. It's a clean, noncomedogenic, and brilliant hybrid between foundation and concealer, and I didn't think it could be improved upon. Lo and behold, today marks The Minimalist's highly anticipated relaunch (it had a 10k wait list!), and somehow, it's even more magical than before.

Fear not, the formula itself hasn't changed (the lightweight, hydrating stick still blends like a dream and effortlessly filters out imperfections), but we now get twice the amount of product for the same $38 price tag. And of course, it still comes in 20 inclusive shades. 

So what makes The Minimalist one of my favorite products of all time? For one, it buffs, blends, and melts so seamlessly into the skin, and unlike so many foundations and concealers, it looks better and better the longer you wear it. With some kind of witchcraft, it still looks freshly applied by the end of the day. I usually wear my makeup for a full 10 hours, and by hour 10, there's still no creasing! Second, a little bit goes a long way, which makes the new, more generous portion all the sweeter. What's more, Merit's A+ lipstick formula—The Signature Lip ($26), which is frequently sold out in multiple hues—will also be back to full stock, and with orders over $75, customers will receive the brand's limited-edition summer bag. 

As far as application, I love using a stick that's a little darker than my skin tone (for me, that's the shade Ochre) for contour, and a stick two shades lighter (Linen) as more of a concealer. (Ecru is my true-match shade.) The formula itself is super buildable, but it retains its velvety, demi-matte finish without getting greasy or cakey, no matter how many layers you add. It's dreamy in photos and is just the thing for anyone looking to enhance their complexion with glowy, natural-looking coverage in under three minutes.

To enhance your application and to really perfect the finish, make sure you also grab the expert blending brush. It is The Minimalist's PIC but pairs equally well with any other complexion product you use. The bristles are tightly packed for optimal blending, and since they're extra soft and vegan, they'll play nicely with even super-sensitive skin. 

Shop more of my Merit faves:

Shop sets:

Up next, We Tried It First, and—Wow—Merit's New Lipstick Will Be Your All-Time Favorite

How do you feel when someone brings up the topic of lipstick? Does it excite you? Give you anxiety? Make you want to have a night on the town? When I think of lipstick, I'm often taken back to a job interview I had as a teenager, where I had no clue that my lipstick had smeared on my teeth—for the entire interview. When I got home and saw myself in the mirror, I wanted to curl up in a ball and go into hiding. I'm pretty sure that's why I've stayed far away from lipsticks in my adult years, which, let me tell you, isn't easy to do as a beauty director. It took more than a decade and the launch of Merit's Signature Lip ($26) collection for me to change my tune.

The new line has eight classic shades from the perfect brick red to the prettiest soft berry, so it's easy for anyone to find their signature color. The formula means business, too. Plant-derived squalane and sunflower-seed oil provide a comfortable finish and offer long-lasting moisture. Stabilized vitamin C promotes collagen production, which helps diffuse the appearance of lines, while raspberry oil soothes and moisturizes your lips. Long story short: It's a comfortable lipstick with the feel (and benefits!) of a balm—and it's not here to play. But we are! I tapped a mix of beauty- and fashion-loving editors and content creators to pick their own signature shade and share their thoughts on the launch.

Karolína Kristína Chorváth, Writer and Journalist 

"Having a signature lip color makes me feel like I can accomplish anything on my to-do list. Merit's lipstick checks all my boxes. It's moisturizing, buildable, pigmented, and stays on beautifully without drying. I love the shade 'Baby' because it's so versatile! Just one swipe and you have a romantic, natural shade. A few swipes and you have a bolder nude."

Khadija Sillah, Content Creator 

"Having a signature lip color makes me feel seen. I love my dark, deep natural lips, but sometimes I do want to add just a subtle wash of color to hide my hyperpigmentation. And I think 'L'Avenue' is the perfect color to do that. I love how buildable it is."

Aniyah Morinia, Who What Wear Associate Editor, Branded Content 

"Having a signature lip color makes me feel empowered. I like my lips to feel buttery soft even after excessive application—that's how I know that the lipstick passed the vibe check. With Merit, I was pleasantly surprised that I didn't need a lip liner or gloss before or after application. I love the shade 'Tiger' because it's such a great transitional shade from winter to spring. It also looks so nice on my skin tone, and it's the ultimate match for my everyday blush."

Caitie Schlisserman, Who What Wear Beauty Director, Branded Content

"Having a signature lip color (now) makes me feel confident. I love that Merit made a formula that I'm excited to wear. No more flaky lips. No more color on my teeth. Just a solid formula and really good shades that all bring me extreme joy—but 'Millennial' has stolen my heart. It's a classic petal pink and is the ultimate shade to wear day or night."

Shop the Rest of the Collection

Not to get too kitschy on you, but whenever I'm shopping for a new lipstick—preferably, perfection in a tube that will become my fail-safe signature—I feel akin to the bumbling Grand Duke in Cinderella circa 1950, desperately flying all over town trying to find the perfect fit, sweating whilst trying to convince myself that the not-right lipstick will actually do just fine (it won't), and eventually giving up and succumbing to exhaustion. Sound familiar?

Finding your ultimate signature lipstick is hard with a capital H. After all, there is so much to consider! There's the shade and undertone, of course, but then there's also the finish, wear, price tag, and ingredients to consider. It's like trying to find a needle in a haystack or, if I'm staying on-theme here, Cinderella's foot for an impossibly temperamental glass slipper—an adventure, to say the least. But after years (and years) of trying hundreds of lipsticks, I've finally found the perfect fit, and if the raving reviews of my fellow beauty editors are any indicator, I think you have too.

Enter Merit's first new product since the brand's launch in January of 2021, The Signature Lip—a dreamy, featherlight lipstick inspired by the grand success of the brand's OG lip hero, Shade Slick Tinted Lip Oil ($24), which, fun fact, currently holds the crown as the number one clean lip gloss at Sephora.

Clocking in at $26, the lip product, the brand explains, has been five years in the making (it's been in development just as long as the original Merit clan has) and represents "a new approach to lipstick." It's fantastically hydrating, for one, and it also boasts a soft but highly buildable base. Oh, and in case you were wondering, it comes in eight equally stunning shades—you 100% won't be able to choose just one.

"The Signature Lip signals our collective return to the tried and true," the brand muses in a press release. "Your signature color that makes every outfit intentional, every low messy bun feel pulled together and is impossible to mess up. It’s elevated ease." Sounds dreamy, no?

Of course, it wouldn't be a Merit lipstick if it weren't consciously created with clean and healthy ingredients. Plant-derived squalane and sunflower-seed oil tag-team to provide comfortable, long-lasting hydration; papaya fruit extract instantly soothes; stabilized vitamin C diffuses the appearance of lines for a fuller-looking pout; and last but not least, raspberry oil adds one last kick of moisture and shine. Then, there's also the brand's commitment to sustainability via the 30% PCR, recyclable cap, aluminum base, FSC-certified cardboard packaging, and vegetable-based ink.

Not surprisingly, we couldn't wait to test out the Signature Lip collection ourselves, and you can check out the entire lineup (plus the reviews and photos of some of our favorites) below. But that's not all! In an extra nod of celebration, we're granting you early access to shop. The lipsticks aren't *officially* available until February 22, but if you're keen to buy your favorites right this second, simply head over to Merit with this link to gain early access shopping one full day before everyone else. Keep scrolling, and enjoy! 

Meet the Editor Favorites

Slip: The Sepia-Inspired Neutral (and Predicted Best Seller)

"These lipsticks are actually a DREAM. My first thought was that the formula was so smooth. It felt like a conditioner for my lips and glided on so easily. I also love that the shade range is so perfect for everyday wear. I've been looking for a few good neutral shades of lipstick for my daily looks that aren't too over the top, and these are it! Frankly, I was just really impressed with these overall. Usually, a lot of lipstick shades just don't look right on my skin tone or they're a bit too loud for me, but these are just right. 

"I think Slip will be my absolute favorite shade for everyday wear. I've had trouble finding a mauvy-pink lipstick that I feel confident in, and I think this may be it. It plays so nicely with bolder eye shadow or a more neutral look." — Shawna Hudson, Associate Beauty Editor

"I have never really tried a nude lipstick before because most of the time, if I'm wearing a lip color, I want COLOR. But this one is making me a believer. I think it looks so pretty, natural, and understated. I like this shade of nude because it's a little bit darker, so there is still at least a hint of color." — Sarah Yang, Managing Editor, THE/THIRTY

"The best word I can use to describe these lipsticks is cushiony. They feel nourishing and glide on so well I almost forget that they're lipsticks and not lip balms while I'm applying them. They go on sheer, which means that they're ultra customizable, and the colors are incredible. This color honestly is like a silk slip for your lips. I've been gravitating toward more brown-leaning shades lately, so I can already tell this will quickly become a favorite for everyday wear." — Katie Berohn, Associate Beauty Editor

Tiger: The Classic Brick Red

"Such a fun shade. It's giving me tropical-vacation vibes. I'll be bringing this with me the next time I want to plan a trip somewhere warm." — Hudson

"I loved this reddish-brown hue. It looks so warm and luscious on. This is a shade I would wear for any occasion—it just works with everything. And you can really layer on the color if you want it to pop more." — Yang

"I wasn't sure about this shade when I saw it in the tube, but luckily, like the rest of these lipsticks, it goes on sheer, so you can build it up as much as you like. I ended up liking this color on myself a lot more than I thought I would—it's a great burnt orange." — Berohn

"I love lipsticks but don't regularly reach for them. I know; it's my thing. I just find that a lot of them enhance how dry my lips really are, which makes me self-conscious. But Signature Lip is making me change my tune. The formula is so lightweight, basically glides onto my lips, and makes them feel super hydrated. I also love how buildable the formula is. One layer gives a sheer wash of color, but three really packs a punch. I'm honestly surprised by how much I love this shade on me. It's the perfect combination of red and brown with a hint of orange. Honestly, I'd wear this day or night." — Caitie Schlisserman, Beauty Director, Branded Content 

Baby: The Wearable Brown-Pink

"This one turned out darker than I anticipated, but I'm into it. Another fantastic neutral shade that really suits darker skin tones." — Hudson

"Add this one to your no-makeup makeup tool kit. It's the easiest pinkish nude to wear. I like how it just seemed to enhance my natural lip color." — Yang

"This is such a good nude pink—I'd describe it as a dusty rose, and I think it accentuates my natural lip color really well." — Berohn

"In my opinion, this is the shade. I'm a sucker for a pinky-nude, and this one feels universally flattering. I've been grabbing it on the regular." — Schlisserman

Fashion: The Statement-Making Soft Berry

"This is such a velvety, deep shade of berry. I would definitely wear this on a night out. I just love that this formula doesn't dry your lips out in the slightest." — Hudson