Merit, a clean, minimalist makeup brand, offers a customized shopping experience so customers can choose the perfect products for them.

Merit's website features a sticky navigation bar that reveals once a customer interacts with the site by scrolling down on desktop or mobile devices. The sticky navigation unpacks their product categories making it straightforward for customers to navigate products they are interested in. The site's expanded navigation is organized into 'Shop All', 'Sets', 'Stories', and 'About' tabs for discovery of products.

The homepage hero highlights newly released products that direct users to a detailed collection page. This page facilitates easy access to explore more about the new release, see the release’s available product variants (colors, size), and quick links to shop.

On the product detail page (PDP), complementary products are featured near the add-to-cart button for upsells. Customers can choose their skin shade on the PDP, which will direct them to lipstick and complexion stick in the most suitable shades. Badges featuring their certifications are prominently featured on the PDPs to build credibility and transparency with their product formulas.

Merit’s loyalty program incentivizes customer referrals and awards points that can be used for future discounts, promoting customer retention, and brand awareness.

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