Your manicure is an accessory that brings personality and character to your everyday style. While many people choose a single ...

The kind of manicure that makes your hands look instantly polished even when the rest of your week is chaos.That’s why beauty ...

There's been a noticeable shift in the beauty industry. While trends are ever evolving — we're not in the same place that we were five years ago or even five months ago — it's impressive just how much ...

In a beauty landscape often dominated by extravagance, minimalist nail designs have emerged as the sophisticated choice for those seeking refined self-expression. While elaborate 3D embellishments and ...

ICYMI, Brenda Song collaborated on a makeup tutorial with the internet's favorite minimalist beauty brand, Merit. In the video, she reflects on her Y2K beauty blunders, her modern aesthetic, and what ...

In a world where beauty routines can feel more like full-time jobs, a quiet shift is happening. Call it skinimalism, the clean girl aesthetic, or just common sense, but minimalist beauty isn’t just a ...

Katherine Power is a maximalist when it comes to launching brands. She has the Who What Wear blog, which has spinoff fashion lines with Target; Versed skincare; and Avaline wine. But when it comes to ...

The project, Merit Beauty, is a “clean” makeup brand positioned as minimalist luxury beauty. It is the second beauty company from Power, the cofounder and chief executive officer of Who What Wear who ...

Scouted selects products independently. If you purchase something from our posts, we may earn a small commission. Ever since the buzzy beauty brand launched in early 2021, Merit Beauty’s no-fuss, ...

When Katherine Power posted a short Instagram video of her five-minute beauty routine, she never would have imagined the reaction it would have with her following — and ultimately the impact it would ...