Your morning routine called. It would like fewer steps and more time.

Five Minute Morning is the full five minute morning routine: everything you need to get ready in five minutes, nothing you don't. Minimalist makeup from a clean, vegan, cruelty-free brand, built into one set, ready before the coffee cools.

See what's in the set and shave minutes off your morning.

What we leave out of the formula matters as much as what we put in.

Our formula is EU-compliant and free from over 1400 potentially unsafe ingredients. Certified by Leaping Bunny. The Minimalist comes in 30 variants and ships in our signature FSC-certified paper packaging, so the care goes all the way to the box.

Clean is a long list of things left out. Read the chips.

Claim to confirm with brand: Confirm which formulas the claim covers

Your cart is one small add away from free shipping.

The Minimalist is our Foundation & Concealer: $38.00, 30 variants. Free returns and shipping on orders $45+, so a second favorite in the bag is worth a look. Not sure of your shade? Shade Matching, Made Simple starts at Find My Shade.

Pick your shade, then check out with free returns included.

Buy the shelf, not the one-offs. Sets are where the savings live.

Your favorite essentials, thoughtfully curated, so you can get everything you need, for less. Start with The Intro Set, add The Great Skin Duo, or go straight to Five Minute Morning. Every one is a set, and every set is a way to save.

Save with sets. Shop now and build your menu.

Eyes, brows, lips. Three things, nothing extra, one clean brand.

We make clean, vegan, cruelty-free minimalist makeup. Clean Lash for your lashes, Brow 1980 for your brows, Signature Lipstick for your lips. We are the antidote to the oversaturated world of beauty. Pick the one you'd reach for first.

Eyes first, or lips? Tell us in the comments.

Natural-looking is easy to say. We put a number on it.

In a consumer-perception study on 51 volunteers (ages 20 to 60) across skin types and skin tones, measured 8 hours after application, 100% said The Minimalist looks natural on skin. It comes in 30 variants. Find My Shade to start.

Skin first. Makeup second. Find your shade.

My complexion notes, one screenshot. Everything I'd reach for first.

Notes app, honest version: The Minimalist, Flush Balm, Day Glow, Brush No.1. Prefer one purchase? The Complexion Set is the complete set of complexion essentials, thoughtfully curated so you can get everything you need, for less.

Make your own list, or start with ours and save.

The text that starts every blush purchase, and the answer in one reply.

Flush Balm is our blush, and it comes in 13 variants, including Le BonBon. We make clean, vegan, cruelty-free minimalist makeup, so the shade is the only thing you have to decide. Send this thread to the friend who asked.

Tell her it's Flush Balm in Le BonBon. Blend with your fingers.

Poll time: which one is going in your bag today?

Today's call: Flush Balm comes in 13 variants, Bronze Balm in five. Flush Balm for color, Bronze Balm for warmth anywhere the sun naturally hits. Both come from a clean, vegan, cruelty-free brand, so there's no wrong answer.

Vote below, then tell us which variant you picked.

Sunday camera roll: the skincare shelf, finally in order.

Great Skin Double Cleanse, Great Skin Serum, Great Skin Moisturizer. In a four-week consumer perception study with 30 men and women volunteers between the ages of 25 and 50 years, 97% said their skin felt moisturized.

Three bottles, one Sunday habit. Ask us anything about the shelf.

Claim to confirm with brand: Confirm which Great Skin product the study covers

Makeup shouldn't demand expert-level skills. We built a brand around that.

Founded in 2021, MERIT is a modern beauty brand that simplifies what it takes to get ready. Five Minute Morning is where that shows: everything you need to get ready in five minutes, nothing you don't. Which row are you in?

Row two takes five minutes. Pick your row.

Your current mascara is about to find out something about itself.

This lightweight tubing mascara lifts and separates lashes for precise, buildable volume that lasts for up to 16 hours. No clumps. No cleanup. Just volume. Clean Volume comes in three variants, so your old tube has competition.

Meet Clean Volume. Your old mascara can stay in the drawer.

Claim to confirm with brand: Swap in a Clean Volume photo if available

Free returns and shipping on orders $45+. Do the math.

Signature Lipstick comes in six variants. Free returns and shipping on orders $45+, so a second favorite makes the checkout button easier to press. Brow 1980 and Signature Lip Liner are both a quick add next to it.

Which button are you pressing? Tell us in the comments.

Four levels of base. One that skips the other three.

The Minimalist is our Foundation & Concealer, in 30 variants. In a consumer-perception study on 51 volunteers, 100% said it looks natural on skin. Shade Matching, Made Simple starts at Find My Shade. Blend with Brush No. 1 or your fingers.

Brain fully expanded. Level four takes the least effort.

Hot take about sets, and we are ready to defend it.

Our sets are your favorite essentials, thoughtfully curated, so you can get everything you need, for less. The Complexion Set is the complete set of complexion essentials. Take your best argument to the comments.

Argue with us in the comments.

The plan had two purchases. The Brow Duo had other ideas.

The Brow Duo is a set, and sets are our way to get everything you need, for less. Brow 1990 and Brow 1980 are each a brow product on their own, and in The Brow Duo they travel together. Plan accordingly.

Step three was always the set. Step four, too.

Same shelf, different standard. Strong versus fleeting.

We make clean, vegan, cruelty-free minimalist makeup. Our formula is EU-compliant, free from over 1400 potentially unsafe ingredients. Certified by Leaping Bunny. Great Skin Double Cleanse is a place to start.

Leave the trends. Keep the standard. Read the label.

Claim to confirm with brand: Confirm the claim covers this product

Your first order, upgraded with a bag made to last.

The Signature Bag, reimagined. Reusable, washable, and made to last. It ships free with your first order, only at MERIT. Add your first favorite, and the bag comes along. Shade Matching, Made Simple starts at Find My Shade.

Bag included. Tuxedo optional. Your call.

Claim to confirm with brand: Swap in a Signature Bag photo if available