Minimalist beauty brand Merit is returning to the capital with a pop-up in Belgravia this weekend, to celebrate the launch of its new Clean Volume Mascara.
Fans of the US-founded “no make-up make-up” brand can enjoy the bricks-and-mortar Merit experience for two days only (July 3 and 4). Beauty obsessives will have the chance to browse and buy Merit’s full collection in person, and try out its new mascara. The pop-up’s design reflects Merit’s signature pared-back aesthetic, with industrial white-brick walls and steel beams juxtaposed with rich wood furnishings and floral arrangements dotted around the airy space. Merit lovers who double as parents will be glad to note that there’s also an area for children aged three and above.
The pop-up provides a rare opportunity for UK fans to shop Merit in a dedicated space; the brand is available online and currently has no permanent store, though as of last year it’s stocked in a handful of Sephora locations.
Founded in 2021, the US brand quickly gained a cult following thanks to its innovative and versatile products with sleek, elevated packaging. Integral to Merit’s success is its cross-generational appeal, answering a desire for timeless, simplified make-up (and more recently skincare, too) that’s accessible for individuals of any age with any level of beauty expertise. It quickly became a staple in the make-up bags of the beauty industry and influencers, as well as loyal celebrities: Martha Stewart, Katie Holmes, Hailey Bieber and Courteney Cox are all fans of its Flush Balms and Minimalist Complexion Sticks.
Merit pops up at 16 Bloomfield Terrace, SW1W 8PG on July 3 from 12.30pm–5pm, and July 4 from 10am–5pm.
