Brand page · Personal Care · United States
MERIT: 839k visits a month, 1,545 active Meta ads, Gravity score 613.
MERIT — MERIT is a clean, vegan, cruelty-free minimalist makeup brand that simplifies beauty routines with timeless essentials designed for everyday use. In September 2026 meritbeauty.com drew an estimated 839k visits, up 19% on the month before. It ranks #80 of 33,626 Personal Care brands in United States and holds a 2.3 Trustpilot rating over 100 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 21 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 792 peers: Personal Care brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
MERIT is a clean, vegan, cruelty-free minimalist makeup brand that simplifies beauty routines with timeless essentials designed for everyday use.
01 · Traffic
How much traffic MERIT gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
MERIT drew an estimated 839k visits in September 2026, up 19% on the month before and down 13% over three months.
- Worldwide#16,618of 4.5m sites · Top 1%
- In United States#5,485of 1.2m sites · Top 1%
- Personal Care, worldwide#580of 215,119 brands · Top 1%
- Personal Care, United States#80of 33,626 brands · Top 1%
839k
estimated visits in September
1 mo ▲ +18.6%4 mo ▼ −13.0%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about MERIT.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
MERIT holds 2.3 out of 5 on Trustpilot over 100 reviews, 41 of them in the last twelve months: 24% of customers give five stars and 58% one star. That volume places MERIT in the top 30% of the 270,321 Trustpilot pages in the Gravity index. On Google, MERIT scores 4.4 over 377 reviews.
Cosmetics Industry Cosmetics Store Beauty Supply Store Beauty Product Supplier
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What MERIT sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
MERIT sells on Shopify, 93% of its catalogue in stock. The best seller is The Minimalist, at US$38.00, followed by Flush Balm and Brush No.1.
#1The MinimalistMERITUS$38.00In stock
#2Flush BalmMERITUS$30.00In stock
#3Brush No.1MERITUS$32.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places MERIT in its comparison group.
- Average rating
- 4.60 / 5
- Rated products
- 24% of the catalogue
- In stock
- 93%
- Upper price quartile
- US$112.00
- Currency
- USD
04 · Ads
What MERIT is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
MERIT runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since October 2024 (image, text, video).
The #1 best-selling foundation stickMERIT7 Oct 2026video
Économisez sur les coffrets, en exclusivité chez MERITMERIT7 Oct 2026video
NEW — The Winter 2026 SetMERIT7 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad21 Oct 2026MERIT BEAUTY Ltd.verified
Text ad21 Oct 2026POWER BEAUTY CO.verified
Text ad21 Oct 2026POWER BEAUTY CO.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about MERIT.
The creators who tag @merit on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @merit on Instagram, led by @aisle8comms (12.9k followers, 0.7% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| aaisle8comms@aisle8comms · 🇬🇧 GB | Marketing sales branding Creator | 12.9k | 0.7% | 9 | Tagged @merit |
06 · Competitors according to Gravity
Who MERIT competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for MERIT among Personal Care brands in United States. The closest is Thrive Causemetics, then e.l.f. Cosmetics, catrice.eu, rem beauty, Milk Makeup, DEAR DAHLIA.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Thrive Causemeticsthrivecausemetics.com | |||||||
| e.l.f. Cosmeticselfcosmetics.co.uk | |||||||
| catrice.eucatrice.eu | |||||||
| rem beautyrembeauty.com | |||||||
| Milk Makeupmilkmakeup.com | |||||||
| DEAR DAHLIAdeardahlia.kr |
07 · Company
The company behind MERIT.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
MERIT is a company based in West Hollywood, United States, founded in 2021 according to LinkedIn, on a domain registered in March 2014. It employs about 477 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · West Hollywood
- Founded
- 2021, per LinkedIn
- Domain registered
- 2 Mar 2014
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 477 on LinkedIn · 51-200
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- meritbeauty.com · Shopify · USD
- Catalogue
- 1,756 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about MERIT
What people ask Google about MERIT.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is MERIT a legit company?
According to Gravity by Benchr, MERIT is a brand based in West Hollywood, United States: its website has existed since March 2014, it sells on a Shopify store, it employs 477 people on LinkedIn, it has 940,218 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What do customers say about MERIT?
Customers rate MERIT 2.3 out of 5 on Trustpilot over 100 reviews, 41 of them in the last twelve months: 24% give five stars, 58% one star. Gravity by Benchr places that review volume in the top 30% of the 270,321 Trustpilot pages in its index. On Google, MERIT scores 4.4 over 377 reviews. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is MERIT known for?
MERIT is a clean, vegan, cruelty-free minimalist makeup brand that simplifies beauty routines with timeless essentials designed for everyday use. Gravity by Benchr classifies it under Personal Care, with Cosmetics making up 90% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does MERIT cost?
MERIT's best seller, The Minimalist, sells US$38.00 on meritbeauty.com. 93% of the catalogue is in stock. Gravity does not track prices daily: check meritbeauty.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does MERIT have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: MERIT advertises on Facebook and Instagram and on Google, where its offers often run. Check meritbeauty.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy MERIT?
MERIT sells on its own website, meritbeauty.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind MERIT?
Gravity by Benchr records a company based in West Hollywood, United States, founded in 2021 according to LinkedIn, on a domain registered in 2014, with 477 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is MERIT growing?
Not at the moment. Gravity by Benchr estimates about 839,100 visits to meritbeauty.com in September 2026, up 19% in a month and down 13% over three months. MERIT ranks #80 of 33,626 Personal Care brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does MERIT use?
Gravity by Benchr identifies meritbeauty.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since October 2024. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does MERIT spend on Meta ads?
Gravity by Benchr does not publish a spend figure for MERIT on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Personal Care brands in United States?
Among Personal Care brands in United States in the Gravity by Benchr index, MERIT ranks #80 of 33,626 by estimated traffic. Its closest competitors on the same market are Thrive Causemetics, e.l.f. Cosmetics, catrice.eu, rem beauty and Milk Makeup. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with MERIT.