- Our Ranking Method
- Ranked Competitors
- Detailed Analysis of Ranked Competitors
- 1. Hourglass: The Professional Gold Standard
- 2. Saie: The Direct “Clean” Rival
- 3. Jones Road Beauty: The “Unfussy” Authority
- 4. Ilia Beauty: The Skincare First Leader
- 5. Westman Atelier: The Aspirational Peak
- 6. Chanel (Les Beiges): The Original Effortless Chic
- 7. Rose Inc: The Modern Minimalist
- 8. Victoria Beckham Beauty: The “Posh” Professional
- 9. Kosas: The “Comfy” Alternative
- 10. RMS Beauty: The Organic Pioneer
Merit Beauty has carved out a unique “clean luxury” niche by targeting the “polished professional”, women who want a curated, five minute routine that looks like “themselves, but better.” The beauty brand prices itself roughly 30% below traditional luxury brands while maintaining a high end aesthetic. Merit has become the go to for the “unfussy” professional.
This report ranks its top ten competitors based on their appeal to this specific demographic, price alignment, and brand likeness.
Our Ranking Method
To provide a comprehensive ranking, each competitor was evaluated against three core pillars that define Merit’s competitive landscape: Target Market Alignment, Aesthetic Likeness, and Price Competitiveness. Each pillar was scored on a scale of 1 to 5, with 5 indicating the strongest alignment or competitive threat to Merit.
- Target Market Alignment (Max 5 points): Evaluates how effectively the brand targets professional women who prioritize quality and ease of use over beauty trends.
- Aesthetic Likeness (Max 5 points): Assesses the similarity in “minimalist luxury” branding, sleek packaging, and “no makeup makeup” product performance.
- Price Competitiveness (Max 5 points): Measures how the brand’s pricing compares to Merit’s “attainable luxury” model. A score of 5 indicates a near identical price point, while lower scores indicate a significant luxury premium or a more budget friendly approach.
Ranked Competitors
| Rank | Brand | Market Alignment | Aesthetic Likeness | Price Competitiveness | Total Score | Core Ethos | Price Tier |
| 1 | Hourglass | 5 | 5 | 3 | 13 | High Performance Luxury | Luxury ($$$) |
| 2 | Saie | 4 | 4 | 5 | 13 | “The Saie Glow” | Attainable ($$) |
| 3 | Jones Road | 5 | 3 | 5 | 13 | “Unfussy” Beauty | Attainable ($$) |
| 4 | Ilia Beauty | 4 | 4 | 4 | 12 | Skincare Infused | Premium ($$$) |
| 5 | Westman Atelier | 4 | 5 | 2 | 11 | Skin First Luxury | Ultra Luxury ($$$$) |
| 6 | Chanel (Les Beiges) | 5 | 4 | 2 | 11 | Effortless Chic | Luxury ($$$) |
| 7 | Rose Inc | 3 | 4 | 4 | 11 | Modern Minimalism | Attainable ($$) |
| 8 | Victoria Beckham | 4 | 4 | 2 | 10 | “Posh” Sophistication | Luxury ($$$) |
| 9 | Kosas | 3 | 3 | 4 | 10 | “Comfy” Clean | Attainable ($$) |
| 10 | RMS Beauty | 3 | 3 | 3 | 9 | Raw & Organic | Premium ($$$) |
(Note: In cases of tied total scores, the ranking prioritizes brands with higher Target Market Alignment, as this is Merit’s primary competitive moat.)
Detailed Analysis of Ranked Competitors
1. Hourglass: The Professional Gold Standard
Hourglass is the most significant competitor for the professional woman’s “holy grail” status. While it carries a luxury premium (e.g., $48+ for foundation vs. Merit’s $38), it is the brand Merit users most frequently “graduate” to when they require higher performance and longer wear. Its sleek, gold, and bronze aesthetic mirrors Merit’s “polished” vibe, but its reputation for superior formulation justifies the higher price point in the eyes of the working professional.
2. Saie: The Direct “Clean” Rival
Saie is Merit’s most direct competitor within the Sephora ecosystem. Sharing a near identical “attainable luxury” price point, Saie targets a similar demographic but with a focus on a “dewier” finish. While Merit is for the “polished” professional, Saie is for the “glowing” professional. Their social presence is modern and community driven, making them a constant alternative for consumers looking for clean, minimalist formulas.
3. Jones Road Beauty: The “Unfussy” Authority
Founded by Bobbi Brown, Jones Road speaks directly to the “unfussy” professional woman, particularly those in the 35+ demographic. Its ethos of “no makeup makeup” and practical, texture focused products (like the Miracle Balm) aligns perfectly with Merit’s mission. With pricing that mirrors Merit’s, Jones Road is a formidable rival for the customer who prioritizes ease of application and skin like finishes over traditional “glamour.”
4. Ilia Beauty: The Skincare First Leader
Ilia is a pioneer in the “skincare infused makeup” space. Its Super Serum Skin Tint is a direct competitor to Merit’s complexion products. While slightly more expensive, Ilia appeals to the professional woman who wants her makeup to work as hard as her skincare. Its aesthetic is clean and professional, though slightly more “functional” and less “glamorous” than Merit’s gold accented branding.
5. Westman Atelier: The Aspirational Peak
Westman Atelier represents the “ultra luxury” version of the Merit lifestyle. Founded by Gucci Westman, the brand uses a similar stick based, minimalist approach, but at a significantly higher price point ($68 for a foundation stick). It is the “aspirational” brand for Merit users, offering heavier, more luxurious packaging and a “skin first” philosophy that appeals to the high net worth professional.
6. Chanel (Les Beiges): The Original Effortless Chic
The Chanel Les Beiges line is the classic aesthetic that Merit’s branding seeks to emulate. It is the ultimate “French girl” professional look, sophisticated, effortless, and timeless. While it carries the prestige of a heritage house and a higher price tag, it remains a top competitor for the professional woman who values the status and reliability of a legacy luxury brand.
7. Rose Inc: The Modern Minimalist
Rose Inc mirrors Merit’s architectural and modern aesthetic. Focused on “clean” formulas and sophisticated packaging, it targets the same “modern professional” demographic. While the brand has undergone recent corporate transitions, its product line remains a direct alternative for those seeking minimalist, high performance beauty at an attainable luxury price.
8. Victoria Beckham Beauty: The “Posh” Professional
Victoria Beckham Beauty is the high fashion answer to Merit’s minimalism. It targets the “Posh” professional, someone who wants the highest level of sophistication and “clean” luxury. While the price point is higher, the brand likeness in terms of “sleek and polished” branding is very strong, making it a key competitor for the upper tier professional market.
9. Kosas: The “Comfy” Alternative
Kosas offers a more “comfy” and slightly trendier take on clean beauty. While its aesthetic is brighter and more “Gen Z/Millennial” than Merit’s, its “Revealer” concealer and skin improving formulas make it a popular choice for younger professionals. Its pricing is very competitive with Merit, though it lacks the same “polished/90s minimalist” status.
10. RMS Beauty: The Organic Pioneer
RMS Beauty is for the professional who prioritizes “raw” and organic ingredients. As a pioneer of the minimalist, pot based makeup routine, it shares Merit’s “less is more” philosophy. However, its aesthetic is more “earthy” and less “polished,” and its pricing is slightly higher, placing it at the bottom of this specific top 10 list for the “polished professional” demographic.
