Merit Beauty (Loved by Cameron Diaz) Is Coming to France — And We Couldn’t Be More Excited
Minimalists and beauty lovers, rejoice — your favorite clean beauty brand is about to land on French soil.
Merit Beauty, the brand behind that ultra-wearable flush, balmy highlighters, and that signature golden makeup bag, just dropped the news on Instagram: they're launching in France on April 16th. For those of us who’ve been soft-launching our French girl beauty routines for years, this is the kind of drop that feels… destined.
Merit isn’t just another “clean beauty brand.” It’s a mood, a movement — one that’s captured the hearts of celebrities like Cameron Diaz, influencers like Kendall Jenner, and editors alike.
The aesthetic? Elevated simplicity.
The ethos? Less is more.
And the formulas? Sheer, nourishing, and wearable — even when you’re doing a 5-minute face in the back of a cab.
Since its launch, Merit has carved out its own lane in the beauty space — one that merges conscious luxury with modern minimalism. No complicated routines. No 25-step tutorials. Just thoughtful, skin-loving products that you can apply with your fingers and feel amazing in.
Let’s break down why it works:
The Formulas: Every product is clean, cruelty-free, EU-compliant, and formulated for sensitive skin. Think: lightweight complexion sticks, balmy blushes, and glossy lip oils that feel like skincare.
The Packaging: Soft gold. Minimal. Chic. The kind of makeup that doubles as decor.
The Messaging: Merit leans into ease, softness, and intention — which resonates deeply with consumers who prefer simply beautiful makeup.
The Vision: Founded by Katherine Power (also behind Who What Wear and Versed), Merit is all about modern luxury with a soul.
Why France Is the Perfect Next Move
France has long been the spiritual home of effortless beauty. French women are known for embracing pared-down routines, fresh skin, and quality-over-quantity — all values that sit at the core of Merit.
And French pharmacies? They’ve already paved the way for skincare-forward beauty. With brands like Caudalie, La Roche-Posay, and Nuxe setting the tone, French consumers are ready for makeup that feels like skincare and aligns with slow, intentional living.
Here’s why it’s a match made in beauty heaven:
French women don’t want excess — they want essentials.
They value formulation and finish over trends.
The everyday luxury vibe of Merit fits seamlessly into the French lifestyle: quick café runs, gallery days, evening apéros.
Final Thoughts
With a curated lineup of glow-inducing, skin-enhancing favorites (and a signature understated aesthetic), Merit is bringing a new kind of beauty philosophy to France — and it’s perfectly timed. As the industry shifts away from maximalism and moves toward authenticity and ease, Merit feels like the breath of fresh air we’ve all been waiting for.
So here’s to simplified beauty, clean formulations, and a little je ne sais quoi in every swipe. 🇫🇷✨
Stay tuned for our review of Merit Beauty items, because we’ve been dying to try them for YEARS!
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