The Hollywood fan base and American beauty influencers who love Merit Beauty continue to grow, but local beauty lovers won\u2019t have to admire the viral range from afar for much longer.<\/p>\n
Every time the cult \u201cmodern minimalist\u201d brand launches a new product, or a new version of an existing product, you can count on celebrities and beauty \u2018it girls\u2019 to be among the throngs of fans eagerly trying it, testing it and reviewing it. <\/p>\n
Whether in interviews or GRWM videos on TikTok and Instagram, those in the know all sing the praises of Merit, particularly the products included in the brand\u2019s viral \u2018five-minute morning\u2019 routine. <\/p>\n
It basically has become the blueprint for the \u201cclean girl\u201d and minimalist makeup movement that has taken over social media in recent years. <\/p>\n
However, down under, we\u2019ve never been able to get it on our physical shores, which has made shade matching notoriously difficult for local shoppers relying on digital swatches.<\/p>\n
Until now.<\/p>\n
Following the massive success of Merit\u2019s first-ever Aussie consumer pop-up in Sydney earlier this year, the coveted beauty brand is officially making its bricks-and-mortar debut.<\/p>\n
From September 30, 2026, Merit will only be available at Sephora across Australia and New Zealand, giving Merit loyalists the chance to discover, swatch, and shop the range in real life.<\/p>\n
The huge physical rollout expands access across 37 Sephora stores in Australia and New Zealand, as well as online and via the Sephora App.<\/p>\n
For those who simply can\u2019t wait until the end of the month, Sephora Beauty Pass Members will also score early access via the Sephora App two days early on September 28.<\/p>\n
A major milestone for local beauty fans<\/p>\n
It marks a massive next chapter for the minimalist label, which first landed down under via a direct-to-consumer online launch in 2024. <\/p>\n
A spokesman for Merit told news.com.au that expanding into Sephora was a natural step following overwhelming local demand.<\/p>\n
\u201cOur launch at Sephora Australia builds on our DTC launch in Australia two years ago \u2013 the support we\u2019ve felt from the local community since then has validated the need for an in-person discovery point,\u201d a Merit spokesperson said.<\/p>\n
\u201cWe\u2019ve had a close relationship with Sephora globally over the past five years; partnering with them in the Australian market was a natural extension of that relationship.\u201d<\/p>\n
\u201cWe can\u2019t wait for the Sephora community here to experience MERIT and our products \u2013 we hope they truly simplify their routine with us.\u201d<\/p>\n
What to expect on launch day<\/p>\n
Sephora ANZ General Manager George Tsoukalas told news.com.au that the reaction to the news has been overwhelmingly positive as anticipation builds.<\/p>\n
\u201cThe reaction has been incredibly positive, with strong excitement from customers who have been waiting to experience MERIT in person,\u201d Tsoukalas said.<\/p>\n
\u201cWe\u2019re thrilled to bring this globally coveted brand to Australia and New Zealand as its exclusive retail partner, Only at Sephora.\u201d<\/p>\n
When asked which products he expects to fly off the shelves first, Tsoukalas noted that shoppers usually fall in love with the entire multi-step system rather than just a single viral item.<\/p>\n
\u201cMERIT is much more than a hero-product brand \u2014 it\u2019s a complete, considered five-minute routine designed to work seamlessly together,\u201d he explained.<\/p>\n
\u201cFrom The Minimalist Perfecting Complexion Stick, Flush and Bronze Balm to Clean Lash Mascara and Great Skin Serum, we expect customers will embrace the simplicity of the full routine and discover their own MERIT favourites.\u201d<\/p>\n
Crowds are expected when doors officially open to the public at the end of September.<\/p>\n
\u201cThe launch is an exciting opportunity for customers to finally touch, test and discover MERIT in person, with our Beauty Advisors bringing the five-minute routine to life,\u201d Tsoukalas shared.<\/p>\n
\u201cOn launch day, we\u2019ll be opening our key doors before trade to give early access to our Beauty Pass Members.\u201d<\/p>\n
Tsoukalas is confident that the brand\u2019s low-fuss ethos aligns perfectly with the relaxed Australian lifestyle.<\/p>\n
Beauty community reacts<\/p>\n
As soon as the announcement dropped, local beauty editors, content creators and influencers rushed to social media to celebrate the news.<\/p>\n
Content creator Lucy Neville shared her excitement for the retail launch while breaking down her top five holy-grail items for her followers.<\/p>\n
She singled out The Minimalist stick as being \u201cso creamy and so easy\u201d to apply to the skin, while hailing the Flush Balms as \u201cstunning\u201d, \u201cbeginner-friendly\u201d, and effortless to blend.<\/p>\n
Lifestyle editor and beauty creator Sangeeta Kocharekar also loved the Flush Blush, sharing that it\u2019s \u201ceasy to apply, buildable so you can\u2019t mess up and lasts forever\u201d.<\/p>\n
Stylist Lana Wilkinson jumped into the online conversation to describe the product range as simply \u201cglowing\u201d, while flooded comment sections were filled with fans dubbing the drop \u201cthe best news\u201d.<\/p>\n
\u201cSo excited to shop in store!\u201d wrote one eager shopper.<\/p>\n
\u201cThis is great news for my makeup routine,\u201d declared another beauty lover.<\/p>\n
\u201cWe love this!\u201d added another fan, while dozens of others simply commented: \u201cFinally!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The Hollywood fan base and American beauty influencers who love Merit Beauty continue to grow, but local 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