MERIT Beauty
Featured MERIT Beauty projects
This week's top MERIT Beauty projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project MERIT Beauty · MERIT Signature Lip Liner Campaign
The MERIT Beauty Signature Lip Liner campaign centers on a cohesive series of beauty portraits and still-life product imagery. Captured by photographer Betina du Toit, the campaign features model Lineisy Montero and emphasizes soft, naturalistic aesthetics through rich, warm-toned color palettes. Styling by Dianna Lunt, hair by Kiyonori Sudo, and makeup artistry by Chiho Omae define the project's editorial approach, focusing on flushed skin textures, plum tones, and precise product application. The visual narrative combines intimate portraits with clean, minimalist product shots—utilizing raw metallic surfaces and architectural elements to highlight the pigment intensity and matte textures of the cosmetics.
Project MERIT Beauty · MERIT Winter 2025
MERIT Beauty presents its Winter 2025 campaign, featuring a series of portrait-led imagery that emphasizes clean aesthetics and refined texture. Photographed by Jen Carey, the project highlights the brand’s minimalist visual language through a focus on natural makeup and polished styling. The campaign features model Jiayun Xie in a variety of structured outerwear, with fashion direction provided by Dianna Lunt. The visuals utilize a combination of directional and low-key lighting to define the subject, with beauty direction from makeup artist Chiho Omae and hair stylist Kiyonori Sudo. The imagery, captured in both vertical and horizontal formats, leans into natural and soft light techniques to maintain a focused, high-end commercial presence.
Project MERIT Beauty · The Gentlewoman x Merit
MERIT Beauty and The Gentlewoman team up for this editorial collaboration, exploring the intersection of cosmetics and tactile art. Photographed by Rebekka Deubner, the series moves away from traditional product shots, leaning into an abstract, minimalist aesthetic that prioritizes form and material sensibility. The project utilizes collage techniques, graphic color blocking, and analogue film to examine textures ranging from sheer garment silhouettes to gauze and paper swatches. Through a split-screen design language, the imagery pairs contemporary typography with intentional negative space, focusing on the interplay of transparency and light. It serves as a visual study of composition for the beauty industry, grounding abstract concepts in editorial precision.
Project MERIT Beauty · MERIT Beauty | Great Skin Double Cleanse Campaign
MERIT Beauty’s campaign for the Great Skin Double Cleanse leans into an intimate, tactile approach to skincare marketing. Photographed by Betina du Toit, the series of portraits features model Alva Claire in a clean, studio-led aesthetic that emphasizes raw texture, natural freckles, and a high-gloss finish. By utilizing macro photography and soft lighting, the campaign achieves a polished, editorial feel that prioritizes the sensory experience of hydration and freshness. Refined styling by Dianna Lunt, hair by Kiyonori Sudo, and makeup by Chiho Omae support the minimalist framing. The project incorporates elements of clean beauty techniques, utilizing natural light and deliberate water droplet detailing to highlight product efficacy. Set design by Rosie Turnbull provides a neutral backdrop that anchors the brand's direct, typography-forward layout.
Project MERIT Beauty · Flush Balm
MERIT Beauty presents a series of portrait assets for their Flush Balm product line. Captured by photographer Eva Wang, the campaign leans into a clean, commercial aesthetic focused on natural textures and soft, diffused lighting. Working alongside fashion stylist Dianna Lunt and hair stylist Kiyonori Sudo, the project features a range of portraiture emphasizing a minimalist approach. The compositions utilize a solid studio backdrop, incorporating subtle styling elements such as gold sculptural jewelry and tactile fabrics to highlight the dewy finish of the cosmetic product.
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