I've Secretly Been Testing Merit's New Mascara Ahead of Its Launch, And It Doesn't Disappoint
Our take
The beauty landscape continues its quiet evolution, favoring understated elegance and intentional formulations over fleeting trends. Merit Beauty, with its ethos of "skin first, makeup second," has consistently tapped into this sensibility, cultivating a devoted following among those who prioritize quality and a minimalist approach. Their existing products, particularly the Clean Lash mascara, have already achieved cult status, solidifying their position as a brand to watch. The anticipation surrounding any new Merit release is, therefore, considerable – and early reports indicating a successful launch of a new mascara are certainly noteworthy. For those seeking a polished, effortless aesthetic, as explored in our recent piece Come Hermes Hunting & 2nd Hand Luxury Shopping with me in Cape Town South Africa - Part1 - Luxity, Merit’s commitment to refined simplicity aligns perfectly with a desire for enduring style and investment pieces, extending beyond just clothing and accessories.
The broader significance of this positive review lies in its confirmation of a shift within the cosmetics industry. Consumers are increasingly discerning, actively seeking brands that prioritize clean ingredients, sustainable practices, and a less-is-more philosophy. The "clean beauty" movement isn't merely a trend; it's a response to growing awareness of potential health and environmental impacts of conventional cosmetics. Merit’s success isn’t solely about the product itself, but about the narrative they’ve crafted – one that emphasizes enhancing natural beauty rather than masking it. This resonates powerfully with a generation that values authenticity and mindful consumption. When a brand like Merit, already demonstrating a strong understanding of its audience, continues to deliver on its promises, as evidenced by this early review, it reinforces the viability of this approach. It’s a counterpoint to the often-overwhelming and ever-shifting demands of mainstream beauty marketing, a space where trends change at a dizzying pace, as demonstrated by the considerations around bag sizes and luxury accessories discussed in What fits in my Bag: Chanel 25 Bag Vs Chanel 19 Bag Review | Luxury Fashion Vlog 2026.
The claim that lashes have "never looked better" is a bold statement, but it speaks to the potential of Merit’s formulation. Mascara, despite its seemingly simple function, is a notoriously challenging product to perfect. It requires a delicate balance of pigment, volume-building polymers, and conditioning ingredients, all while avoiding clumping, flaking, and smudging. Merit’s approach, rooted in clean ingredients and a focus on enhancing natural lash health, likely contributes to this positive outcome. It’s a testament to the power of thoughtful formulation—prioritizing quality over quantity and efficacy over theatrics. Consider the broader context of how we approach self-care; the appeal of a product that’s both effective and contributes positively to one's well-being is undeniable. The shift towards prioritizing comfort and simplicity, even in beauty routines, is a theme that echoes the desire for tranquility and mindful moments, akin to the refreshing escape of thinking about air con and cold swimming pools.
Ultimately, Merit’s continued success suggests a long-term trajectory for the beauty industry. The era of excessive, heavily-filtered aesthetics appears to be waning, replaced by a desire for products that enhance natural beauty in a subtle, sophisticated way. The question now is whether other brands will fully embrace this shift, or if Merit will continue to define the new standard for effortless, elevated beauty. Will we see a broader adoption of clean formulations and minimalist aesthetics, or will the industry revert to its previous cycle of fleeting trends and unsustainable practices? The answer, as always, lies with the consumer and their evolving preferences for quality, authenticity, and mindful beauty choices.
Out of all the makeup brands out there, Merit Beauty is at the top of my list. Its minimalistic and effortless approach to beauty (not to mention its extremely chic packaging) makes it a total staple in mine and my fellow beauty editors' makeup bags. I'm already a huge fan of Merit Clean Lash (£24), the brand's very first mascara. So when I heard that Merit was launching a new volumising mascara, Clean Volume (£24), my interest was immediately piqued. I've been testing the new mascara over the past couple of weeks, so scroll on for my thoughts on whether it deserves a spot in your makeup bag.
Merit Clean Volume Mascara
Pros
- Volumises, lengthens and defines without clumping
- Buildable
- Tubing formula is easy to remove and doesn't smudge
- Comes in black and brown
- Ophthalmologist-tested. Safe for sensitive eyes and contact lens wearers
Cons
- Not the most curling of mascaras
Clean Volume is a tubing mascara designed to volumise lashes without clumping. Whilst many volumising mascaras feature a large wand with long bristles, Clean Volume has a notably more nimble, flexible comb wand. As someone with deep-set, hooded eyes, this is a total game-changer, as so many bulky wands ultimately transfer product onto my lids or under my eyes. However, it doesn't compromise on volume. This small comb wand, however, catches every lash and deposits just the right amount of product as you sweep it through, helping to give you defined yet full lashes and plenty of length, too. No spidery lashes here.
The tubing formula means that not only does it withstand flaking, smudging or crumbling throughout the day, but it removes effortlessly with just warm water—it just slides off your lashes between your fingertips.
Before and After
As you can see, this mascara delivers on its promises of volumising, without looking heavy or spidery. This is just with one coat, but if you're after a more dramatic effect, it's easily layered up for more intensity without turning clumpy. I like to curl my lashes prior to applying my mascara, and if you have short or straight lashes, I'd recommend not skipping this step.
Clean Lash vs Clean Volume
If you're stuck between which formula to go for, or want to know if you need Clean Volume in your makeup bag too, there are a few key differences to know. Clean Lash delivers a fluttery, natural-looking look, and features a classic bristled wand that gives a feathery-looking flutter. IMO, it's the perfect everyday mascara.
Clean Volume, on the other hand, delivers a more defined yet volumised look. Think more sleek and spiky in the best way. The wand is also flexible in comparison and features tiny bristles that are small yet mighty at delivering the pigment to your lashes. Whichever one you go for, you now have the option of black or brown in each.
Personally, I can justify having both in my makeup bag. Clean Lash remains my favourite everyday mascara, but come evenings when I want a bolder eye look, I'll definitely be switching to Clean Volume for more drama.
My Verdict
Having now tested Clean Volume after the past couple of weeks, I have to say I'm impressed. I'm usually not one for volumising mascara formulas (I personally favour lengthening and curling mascaras), however, Merit Beauty's innovative brush has converted me. It makes it easy to get fuller lashes without running the risk of overloading with too much product, and I also love how long and defined it leaves my lashes, too. It feels light and flexible on my lashes, without feeling heavy like some mascaras do. Oh, and it's a total dream to remove at the end of the day; it just melts away in the shower. If you're in the market for a new mascara that delivers on volume, then I'd highly recommend it.
Shop Clean Volume:
Shop Clean Lash:
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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