These days, the market is so saturated with emerging beauty brands that it takes a lot to grab my attention. Merit Beauty* is one that stood out from the rest to me. The brand was founded by Katherine Power, who is also the co-founder of Avaline Wine alongside Cameron Diaz. I was immediately drawn by the simplicity and ethos of the brand, featuring a small selection of products meant to keep your makeup routine fresh and most importantly, with no harm done as the ingredients are clean and non-toxic. I was excited to put these luxury products to the test in my latest video and share my thoughts and first impressions with you.