Merit – D2C Ranking & Growth Metrics
Minimalist makeup and skincare essentials for everyday routines
Last updated · August 2026 edition · method v1.3
Merit ranks #62 of 366 D2C brands in the August 2026 edition and #4 of 9 in Beauty, down 3 places on last month. We estimate Merit's revenue is growing year on year (high confidence). Branded search is growing over the past year, with a seasonal peak in November and December. Among beauty brands selling minimalist makeup, its closest competitor is Kosas (#44).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Merit is today: #62 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is Merit's revenue growing?
We estimate Merit's revenue is growing year on year (high confidence). Branded search is steady and site traffic is growing strongly year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Merit growing?
Merit's Momentum score is 60.3, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is growing strongly over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Merit
Merit is a makeup and skincare brand founded in 2021, positioned around simplifying beauty routines rather than following seasonal trends. Its catalogue covers complexion, cheeks, lips, eyes, skincare and fragrance, organised into a compact range of core products designed for everyday use rather than a wide assortment of options. The brand emphasises minimalist formulations and considered product design, aiming to create items that become long-term staples in a customer's routine.
Merit sells direct to consumer through its own website, shipping internationally to a number of countries including the US, UK, Canada and across Europe. It also offers curated sets and a reusable signature bag included with first orders. The company describes itself as a global brand with teams based in New York, Los Angeles, Toronto, London and Paris, reflecting an international operating structure despite its direct-to-consumer retail model.
Merit branded search volume
How often people search for Merit by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are steady. Demand is seasonal, peaking in November and December and lowest in September.
Merit's audience, products and channels
Products
- Products in store271
- New in the last 90 days69
- Typical price€38
- Price range€0 – €541
From Merit's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Canada, the UK and Sweden.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsYotpo
Tools detected on meritbeauty.com; detection covers common apps and may miss some.
Merit competitors
The beauty brands closest to Merit: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Makeup and skincare hybrid cosmetics brand
Clean makeup including tinted moisturizers, cream blushes and eyeshadow
Clean makeup and skincare formulated for sensitive skin
Body, hair and hand care with targeted active ingredients.
Refillable natural deodorants, body wash and lip balm
Merit vs Kosas
Kosas is the bigger brand (Scale 61.8 against 59.1), while Merit is growing faster (Momentum 60 against 38). See Kosas' page.
| August 2026 | Merit | Kosas |
|---|---|---|
| Overall rank | #62 | #44 |
| Beauty rank | #4 | #3 |
| Scale (size) | 59.1 | 61.8 |
| Momentum (growth) | 60.3 | 38.1 |
| Branded search | 65 | 64 |
| Site traffic | 53 | 45 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Merit: common questions
What does Merit sell?
Minimalist makeup and skincare essentials for everyday routines. Known for: Complexion products, Cheek colour, Lip products, Signature Bag and Skincare sets.
Where is Merit from?
Merit is based in United States.
Where can you buy Merit?
Merit sells through its own online store and selected retailers. Its online store is at meritbeauty.com.
When was Merit founded?
Merit was founded in 2021.
Is Merit's revenue growing?
We estimate Merit's revenue is growing year on year (high confidence). Branded search is steady and site traffic is growing strongly year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Merit's competitors?
Merit's closest competitors in the Beauty category are Kosas, Saie, Tower 28 and Nécessaire.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.