Merit Beauty Has Launched in New Zealand
The cosmetics brand expanded its reach into the New Zealand market through a partnership with Sephora.
Updated on Sept. 30, 2026 in Beauty
Live Poll
Do you prefer to spend extra money on luxury beauty brands for their perceived quality?
Merit Beauty has officially launched its full line of makeup, skincare, and fragrance products in New Zealand. The brand is now available through the Sephora website, the Sephora app, and 37 physical stores across New Zealand and Australia.
Why it matters
This expansion brings the popular minimalist beauty brand to a new international market, offering customers access to its signature product collection. The move strengthens the presence of the brand within the global retail network of Sephora.
Merit Beauty products range in price from $41 to $277 and are available in 37 Sephora locations. The brand's lineup includes items such as the $57 Clean Volume Tubing Mascara, though the tinted mineral sunscreen is excluded in New Zealand.
The players
Merit Beauty
This is a cosmetics brand known for its minimalist approach to beauty and its core Five Minute Morning collection.
Sephora
This is a multinational retailer of personal care and beauty products that carries the Merit Beauty brand in its stores and online.
The details
The product range is anchored by the Seven-product Five Minute Morning set, which includes items like the Flush Balm available in 13 shades. While the full brand portfolio has arrived in New Zealand, local shoppers will not have access to The Uniform tinted mineral sunscreen.
Timeline
Merit Beauty officially launched in New Zealand on September 30, 2026.
Culture Shift
The entry of Merit Beauty into New Zealand follows the broader market trend toward minimalist beauty routines, signaling the brand's attempt to scale its niche model internationally. This move reflects a wider industry pivot where digital-native brands utilize established retail partnerships to reach global consumers.
Shoppers in New Zealand can now purchase the brand's full range of products, excluding the sunscreen, through local Sephora channels. Customers should note that individual product prices start at $41, impacting the total cost of assembling a new beauty routine.
The takeaway
The arrival of this brand provides New Zealand consumers with new options for building a minimalist, streamlined beauty regimen. Interested buyers should verify product availability through the Sephora app or website to ensure specific items are in stock at their nearest location.
Further reading
For more on the latest trends in the industry, visit our Beauty section.
Source note: This article includes information reported by NZ Herald.
Live Poll
Do you prefer to spend extra money on luxury beauty brands for their perceived quality?
