In 2022, studies estimated that nearly one-third of the beauty market in the US was labeled "clean" (via @nytimes) — but the truth is, "clean" can mean different things to different brands. There is no one definition or set of guidelines for the term, making finding products that fit your needs increasingly challenging. While our approach to product formulation has always been grounded by safety, efficacy, and transparency, we know there is room for improvement, which is why we're constantly re-evaluating our ingredients and processes wherever we can. As we prepare to introduce new essentials this year, here's a look at the current principles and guidelines driving our product development process. 1. All our products are vegan and certified cruelty-free by @leapingbunnyprogram. 2. We develop with a skin-first approach, working closely with facialist @bibalosangeles to remove 73 "clean" but potentially triggering ingredients (like coconut oil) from our formulas to ensure they're safe for sensitive and acne-prone skin. 3. We are committed to creating products with short ingredient lists to ensure we’re giving your skin only the things it needs — and nothing it doesn’t. 4. All MERIT products must meet the requirements to be certified Clean at Sephora and EU compliant. Photo via @aleksic_twins