Merit is the newest minimalist beauty brand targeting Millennials. Founded by Who What Wear’s Katherine Power, the brand is designed to give wearers “a polished look for [their] Zoom calls in under five minutes.” According to Power, the products were developed with Millennials in mind and formulated with “an eye toward sustainability and safety.” The products cost between $24 and $38, and feature “seven multitasking items” that include a tinted lip oil, a complexion stick that works as both a concealer and a foundation, and a highlighter. YPulse’s beauty and personal care report found that 54% of 13-39-year-old females put on makeup before video chatting. (Fast Company)
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