This Clean-Beauty Line Is Going to Be Big—Here's a Password to Shop Pre-Launch

Merit is a clean, minimalist beauty line founded by Who What Wear's co-founder, Katherine Power. Who What Wear readers will be able to shop Merit exclusively for the first 24 hours before the brand's launch on January 12. Enter the password minimalistbeauty on Merit's website to shop. Here, Power shares why Merit is the beauty line your makeup bag has been missing.


(Image credit: Merit Beauty)

Hello, dear readers.

It’s Katherine Power here, entrepreneur, mom, and co-founder of Who What Wear, Versed, and Avaline. If we haven’t yet met, it’s nice to meet you, and for those of you that I’ve known for a long time, it’s great to be writing to you today.

I am very excited to share with you (first) the debut of my new clean-cosmetics brand, Merit. Whether or not you know it, many of you helped me in the creation of this new project. What started as my own personal need quickly became something that you said you were looking for also, and I just had to do something about it. Almost four and a half years ago, I posted a short video from my bathroom doing my makeup in five minutes. This was a normal part of my routine. However, if I’m being honest, I mostly did my makeup in five minutes in the car on my way to work because I have very little spare time to put into "looking good." I received such an enormous positive response that I started thinking about creating a collection of clean, comfortable products that were everything I needed to look like myself, but better.


(Image credit: Merit Beauty)

Around that time, I started to feel like I didn’t connect with any of the beauty brands on the market. I grew up wearing the legacy luxury and prestige brands that my mother had once introduced to me, always gravitating toward the products that made me look "natural," but after having my son, I wanted to wear cleaner formulas than those brands offered. (While I was pregnant, I literally became nauseous when I would use my normal, "non-clean" lip products.) As the clean-beauty landscape started to grow, I tried a lot of great products but always felt like they were being marketed toward a younger customer who was looking for newness (and excess) at every turn. I just didn’t connect with them emotionally.


(Image credit: Merit Beauty)

I felt compelled to create a brand that would reimagine luxury beauty for modern consumers like myself by making it cleaner, well edited, accessible, and, of course, beautiful. Merit is the antidote to the overwhelming, saturated world of beauty with too many steps and 50 shadow palettes being dropped every week. It’s built around the concept of minimalist beauty and the fact that we just want to look like ourselves, but better.


(Image credit: Merit Beauty)

In 2020, we learned that we don’t need much. We got used to our natural hair textures, bare nails, and minimal makeup. The Merit launch assortment is everything you need to do your makeup in five minutes and nothing you don’t. It’s clean, comfortable, and long-lasting makeup you’ll actually want to wear—even if your only outings (for now) are on Zoom. At Merit, we believe that less is more.


(Image credit: Merit Beauty)

Starting today, you can shop for Merit products on with the password minimalistbeauty, and beginning February 16, 2021, you can find us in over 500 Sephora stores across the U.S. and Canada.

I would be so honored if you would try Merit and let me know what you think by DM'ing us @merit or on my personal handle, @katherinepower.

Wishing you all good health and happiness,



To shop the products on Merit's website, enter the password minimalistbeauty

Editor in Chief

Kat Collings has over 15 years of experience in the editorial fashion space, largely in digital publishing. She currently leads the vision for editorial content at as the site's editor in chief, having risen through the editorial ranks after joining the company in 2012. Collings is a Digiday Future Leader Awards nominee, was named Buzzfeed's best fashion Instagram accounts of the year, and is a member of the CFDA Awards Fashion Guild. Prior to Who What Wear, Collings worked on styling projects for brands such as Vogue, Teen Vogue, Lucky, and Oliver Peoples. She graduated from UCLA with a BA in communications and calls Los Angeles home.