Some products show up everywhere — subway ads, Instagram, celeb endorsements. With our Hype Meter series, we're testing such products to conclude one thing: Does it live up to the hype?
What’s everyone talking about?
Minimalist beauty brand Merit and its Five Minute Morning set of multitasking essentials that aims to be “the antidote to the oversaturated world of beauty.”
What’s the buzz about?
Merit offers a curated selection of products that give you a glowy no-makeup look in the time it takes to listen to a single news story on NPR. The products and packaging have a luxury feel, without losing any of their everyday problem-solving power. With transparent, clean ingredient lists and sustainability standards, the brand's values make it even more lovable.
Where’s all the hype coming from?
- The star power of its headline-grabbing CEO Katherine Power (CEO of Versed, and cofounder of Who What Wear and Avaline)
- Over 100K followers on Instagram
- Sold-out product at Sephora sales
So does it live up to the hype?
How’d we come to this conclusion?
For the past month, I’ve been putting Merit’s Five Minute Morning to the test. The collection of products includes a complexion stick, brow pomade, mascara, cheek tint, highlighter stick, and lip oil for $170. I’ve been evaluating how the makeup looks and feels, but I’m also setting a timer to see if this set has earned its title.
These products seem to have my every need in mind. When I initially discovered Merit, I was looking for a concealer stick that wouldn’t look chalky or unnaturally conceal my freckles. In general, I avoid products with fussy applications — I’ve never owned a brush set and prefer to use my fingers over a blending sponge. So, the thoughtfulness of low-maintenance application with the perfecting complexion and highlighter sticks, cheek balm, and brow pomade made me feel seen.
That said, I wasn't expecting to love the blending brush so much! But wow, it feels so silky while blending in the complexion stick (I chose the shade Dune) around my eyes, nose creases, and blemish-prone chin. I get the smoothest results when I have a just-moisturized face and a layer of tinted moisturizer on first: If not, the product looks a tad splotchy on close inspection. It amazes me how much more even-toned and alive I look after this first step.
A quick swipe of the Brow Pomade is next. It's a more powdery formula than Glossier's Boy Brow or drugstore dupe NYX Eyebrow Mascara, both of which feel closer to a gel. Merit's brown shade is ideal for evening out the thinner parts of my brows, and the pomade gets those little hairs standing (and staying) tall. The long gold wand makes it easy to apply, although I wish there was a little more product in the tube.
OK, the mascara: Wow. Have I been duped by drugstore finds my whole life? Merit’s lengthening formula produces zero clumps, and seems to cling onto the tips of my lashes to give them that extra oomph. I typically curl my lashes, but don’t always love a heavy falsies look. This product is more natural, and feels appropriate to be wearing in an early Zoom. (Maybe her lashes are just like that?)
Merit's Flush Balms are the clean-beauty upgrade to my L'Oréal cream blush. Again, I love that I can dab it directly onto my cheeks and rub it in with my fingers. The Cheeky color looks like a natural flush and layers well. I’ve been blending the Terracotta shade below the cheek line, and if I’m feeling fancy, I will run the highlighter stick over my cheeks for a subtle shine.
Since Merit understands the assignment, a tinted lip oil is part of the Five Minute magic. No careful lipstick outlining is needed with these: Just swipe on and go. I've been rotating shades from the Lip Oil Box Set, and while I grab the Taupe shade most, the deeper shades are true juicy tints! There's visible color, but it doesn't feel like a dab of sticky paint on your lips. Plus, it has rosehip oil and shea butter in its formula, so your lips won't be left parched.
Check the clock! Now I know it can actually be called “4:40 Second Morning.”
What's the bottom line?
Merit is nailing it. With the addition of my own eyelash curler and tinted moisturizer, the Five Minute Morning set gives me a full face of no-makeup makeup that I can feel good about. The price point is just on the higher end of affordable, but the quality follows suit. You can mix and match individual pieces, or get the full set for a $30 discount.
Plus, the chestnut-colored corduroy makeup bag that comes with your first purchase is a chic (and washable) freebie that makes it easy to grab what you need and apply it anywhere, as long as you have 5 minutes to spare. (Which is always.)
