Out of all the makeup brands out there, Merit Beauty is at the top of my list. Its minimalistic and effortless approach to beauty (not to mention its extremely chic packaging) makes it a total staple in mine and my fellow beauty editors' makeup bags. I'm already a huge fan of Merit Clean Lash (£24), the brand's very first mascara. So when I heard that Merit was launching a new volumising mascara, Clean Volume (£24), my interest was immediately piqued. I've been testing the new mascara over the past couple of weeks, so scroll on for my thoughts on whether it deserves a spot in your makeup bag.

Merit Clean Volume Mascara

Clean Volume is a tubing mascara designed to volumise lashes without clumping. Whilst many volumising mascaras feature a large wand with long bristles, Clean Volume has a notably more nimble, flexible comb wand. As someone with deep-set, hooded eyes, this is a total game-changer, as so many bulky wands ultimately transfer product onto my lids or under my eyes. However, it doesn't compromise on volume. This small comb wand, however, catches every lash and deposits just the right amount of product as you sweep it through, helping to give you defined yet full lashes and plenty of length, too. No spidery lashes here.

The tubing formula means that not only does it withstand flaking, smudging or crumbling throughout the day, but it removes effortlessly with just warm water—it just slides off your lashes between your fingertips.

Before and After

As you can see, this mascara delivers on its promises of volumising, without looking heavy or spidery. This is just with one coat, but if you're after a more dramatic effect, it's easily layered up for more intensity without turning clumpy. I like to curl my lashes prior to applying my mascara, and if you have short or straight lashes, I'd recommend not skipping this step.

Clean Lash vs Clean Volume

If you're stuck between which formula to go for, or want to know if you need Clean Volume in your makeup bag too, there are a few key differences to know. Clean Lash delivers a fluttery, natural-looking look, and features a classic bristled wand that gives a feathery-looking flutter. IMO, it's the perfect everyday mascara.

Clean Volume, on the other hand, delivers a more defined yet volumised look. Think more sleek and spiky in the best way. The wand is also flexible in comparison and features tiny bristles that are small yet mighty at delivering the pigment to your lashes. Whichever one you go for, you now have the option of black or brown in each.

Personally, I can justify having both in my makeup bag. Clean Lash remains my favourite everyday mascara, but come evenings when I want a bolder eye look, I'll definitely be switching to Clean Volume for more drama.

My Verdict

Having now tested Clean Volume after the past couple of weeks, I have to say I'm impressed. I'm usually not one for volumising mascara formulas (I personally favour lengthening and curling mascaras), however, Merit Beauty's innovative brush has converted me. It makes it easy to get fuller lashes without running the risk of overloading with too much product, and I also love how long and defined it leaves my lashes, too. It feels light and flexible on my lashes, without feeling heavy like some mascaras do. Oh, and it's a total dream to remove at the end of the day; it just melts away in the shower. If you're in the market for a new mascara that delivers on volume, then I'd highly recommend it.

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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, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up 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.

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!

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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.

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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.

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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

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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.

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.

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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.

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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.

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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.

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.

Shop Merit Retrospect Perfume

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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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:

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 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