Minimalist beauty brand Merit Beauty is breaking into the SPF category with a hybrid complexion product that has been “years in the making”.
The Uniform Tinted Mineral SPF 50 comes in 15 shades and combines a 100% mineral sunscreen with proprietary pigment dispersion technology to reflect UV rays and provide a seamless tinted coverage.
Moving into the SPF market is a natural step for Merit as sunscreen has been the most heavily requested product by the US brand’s community since 2022.
The Uniform Tinted Mineral SPF 50 also marks the brand’s second-ever complexion launch – with hopes to deliver the same kind of success as its popular Minimalist Complexion Stick, which is the number-one stick foundation at Sephora North America.
“While most of us know we should be wearing SPF every day, a lot of us do not because it is hard to find one that nails all the little details,” a spokesperson for Merit told Cosmetics Business.
“We have actually been talking about sunscreen since we launched in 2021, but we started and abandoned the project a few times because the technology was not there to do it in a truly unique way.
“When it comes to SPF, there are a lot of options out there, and we did not want to just
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