Merit Clean Volume Mascara

Merit has launched Clean Volume Mascara, a buildable tubing mascara that lifts, separates and sculpts lashes for precise, all-day volume.

The mascara uses a petite volumising brush that coats every lash, down to the smallest, for definition from root to tip. The buildable tubing formula wraps each lash in lightweight, flexible film formers to add lift and volume without weighing the lashes down. Developed in Japan, the Lash Wrap Formula blends shea butter, plant waxes and tubing film formers to wrap and hold each lash, and removes with warm water without scrubbing.

Clean Volume joins Merit's existing Clean Lash, with both tubing mascaras now offered in black and brown, extending what had been a single-mascara line-up.

Chiho Omae, Merit's global creative makeup artist, said the formula built volume differently to conventional volumising mascaras. "It creates impact through presence rather than thickness," she said. "The smaller brush gives you a lot of control, so you can build volume gradually without the lashes feeling heavy, clumpy or overwhelming."

Merit is a minimalist clean-beauty brand founded in 2021 by Katherine Power, sold direct to consumer and through Sephora, and known for pared-back, everyday makeup.

Clean Volume Mascara is priced at £24 in black and brown, and launched on 25 June at meritbeauty.com and Sephora.