MERIT Beauty: MERIT Winter 2025

Nov 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.

Vertical, Commercial, Clean

Black Seamless

Advertising Campaign