I've Secretly Been Testing Merit's New Mascara Ahead of Its Launch, And It Doesn't Disappoint
Our take
The beauty landscape is increasingly defined by brands that prioritize a less-is-more philosophy, and Merit Beauty has firmly established itself as a leader in this movement. Their appeal isn't about chasing fleeting trends or delivering maximalist transformations; it’s about enhancing natural beauty with thoughtfully formulated, minimalist products. This latest buzz surrounding their new mascara reinforces that position, mirroring the understated elegance we champion—a sentiment echoed in our recent feature on [Editors Agree—This Pretty, Low-Key Nail Colour is Taking Over Summer 2026]. Merit understands that true luxury lies in the effortless, the refined, and the products that seamlessly integrate into a considered lifestyle, rather than demanding constant attention. The excitement generated by early testing speaks to a growing desire among consumers for beauty that feels authentic and genuinely beneficial, moving beyond the performative aspects often associated with the industry.
The article's claim that the mascara “doesn’t disappoint” is particularly resonant within the current climate. We’ve seen a surge in interest towards brands that prioritize clean ingredients and sustainable practices, a move away from the often-overwhelming and potentially harmful formulations of the past. Merit’s dedication to clean beauty aligns perfectly with this shift, and this new mascara likely embodies that commitment. It’s a testament to the power of anticipation and strategic launches; Merit has cultivated a devoted following by carefully unveiling products, creating a sense of desire and exclusivity. The brand’s approach is a clever counterpoint to the frenetic pace of online sales, where fleeting deals and constant promotions often dominate. Consider, too, the savvy approach to timing, capitalizing on the ongoing retailer events, as showcased in [These Are Your Last 24 Hours to Shop Amazon's Prime Day Sale—35 Chic and Versatile Items Not to Miss], to ensure maximum visibility and accessibility.
What’s significant about Merit’s success, and this particular mascara launch, is the shift in how beauty is perceived and consumed. Consumers are increasingly discerning, seeking products that offer both efficacy and alignment with their values. The "clean girl" aesthetic, while somewhat oversaturated, has undeniably paved the way for a deeper appreciation of natural beauty and simplified routines. It’s about enhancing, not masking, and Merit’s appeal lies in its ability to cater to this sensibility. The quiet confidence conveyed by their messaging – a "this is my world" energy – resonates deeply with individuals seeking self-expression through subtle enhancements, not dramatic alterations. Furthermore, Merit’s aesthetic sensibility is wonderfully aligned with the broader trends in style, as detailed in [There’s More to a Chic Wimbledon Outfit Than Wearing All White—the 11 Best Celebrity Looks Of All Time], where effortless sophistication consistently reigns supreme.
Ultimately, the overwhelmingly positive early reviews of Merit’s new mascara suggest a continuation of the brand’s upward trajectory. It reinforces the idea that consumers aren't necessarily seeking the loudest or most elaborate beauty products, but rather those that offer genuine quality, a commitment to clean ingredients, and a sense of understated elegance. The question now is: will other beauty brands fully embrace this movement towards quiet luxury and minimalist beauty, or will they continue to chase the fleeting trends of maximalism and hyper-performance? The answer will likely shape the future of the beauty industry for years to come.
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:
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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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