MERIT's Cult-Favorite Foundation Stick Now Has Nearly Twice as Much Product
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Since its inception in January 2021, MERIT has been a minimalist makeup darling. When the brand launched, it never expected its foundation stick, aptly titled The Minimalist, to be such a hit—and to sell out six times in a year and a half. But even as a best seller, MERIT saw room for improvement.
“We had gotten many things right—a long-wearing, non-acne-triggering formula in an impossible-to-mess-up component—but once it had launched on the market, we found consumers were using it for all-over coverage, not just spot concealing, which was the original intention of the design,” Aila Morin, the SVP of growth, brand, and innovation at MERIT, tells BAZAAR.com exclusively. “In the first year of sales, one Minimalist sold every five seconds, making it the number one, best-selling foundation stick at Sephora.”
Minimalist fans can rejoice, because MERIT is making it super easy to stock up on the cult-favorite complexion product. Not only is it officially back in stock as of August 2, but The Minimalist is now in a larger size with nearly twice the amount of product as the first generation.
And did we mention it’s the same price as the original? “Due to our significant growth in the past year, we were able to reduce our cost per unit,” Morin adds.
If you’re a fan of MERIT’s compact and, well, minimalist design, don’t fret. The upgraded stick is about the same size as the original but deeper to fit the additional product. “We spent a year testing the new packaging, designing the mold, and conducting drop tests, ensuring the new component would both hold the formula and allow for an easy application experience,” Morin says.
Similar to the original, the new Minimalist is still made to be a low-maintenance product. “It’s built to be taken in your purse on the go, very easy to use and precise, and lasts all day long,” Morin explains. “The cream-to-powder formula allows it to look like skin.”
If you’re a Minimalist devotee, here’s hoping that this new stick will last you a while (because we know it will inevitably sell out again).
The new Minimalist is now available to shop on August 2 in Sephora stores and online at merit.com and sephora.com.
This story has been updated since publication.
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