The cosmetics brand MERIT was founded in the USA in 2021 by Katherine Power and focuses entirely on vegan, cruelty-free makeup and skincare.
The current beauty campaign was photographed by Betina Du Toit with the one and only model Lineisy Montero.
Lineisy Montero celebrated her international breakthrough in 2015 at Prada's Fall/Winter show in Milan. Her debut was a historic moment, as Prada had, for years, almost exclusively booked white models.
This did not go unnoticed: For the following Spring/Summer season, she walked in an incredible 68 different fashion shows (including Chanel, Louis Vuitton, and Dior) and dominated fashion weeks worldwide.
Dianna Lunt is responsible for the minimalist yet impactful styling. Global Creative Makeup Artist Chiho Omae created the signature MERIT glow—focused on fresh berry tones on the cheeks and lips—while Kiyonori Sudo completed the look's clean, graphic lines with a sleek, pulled-back hairstyle.
Betina Du Toit is represented by the agency LGA MGMT, Paris - London - NYC.
GoSee : meritbeauty.com