Tove launches a limited-edition evening bag with beauty brand Merit
When Merit Beauty launched in 2021, it swiftly became the brand that minimalist beauty lovers coveted most. As well as offering a considered edit of cosmetics that provide easy and flattering finishes, the beauty brand has also launched some stellar fashion collaborations...
Following its partnership with Proenza Schouler late last year, Merit has now joined forces with refined womenswear label Tove, to launch a satin, champagne-hued evening bag.
That's right – when you spend £100 on Merit Beauty products, they will arrive at your doorstep bundled in your very own Tove bag. However, the bag is only available while stock lasts, so don't wait around on this limited-edition item as we're expecting a swift sell-out.
Speaking about the collaboration, Alia Morin, CMO at Merit says: "We’ve approached beauty through a fashion lens from the beginning, so working with fashion brands we admire is a natural extension for Merit."
"Tove has been a close collaborator for years, and we feel strongly that they represent a similar ideology in fashion as we do in beauty: a focus on simplification, a commitment to quality, and a thoughtfulness around the lived experience of their customer and how it relates to the products they put out in the world."
The vegan-silk bag is Tove's take on Merit’s signature tie-up style that fans of the brand will recognise – but this time, it comes with a small magnet that fastens at the top so that it can be used as a clutch or shoulder bag, serving for many purposes and events. If you're familiar with Tove, you'll know that the brand has yet to add a bag into its permanent collection, so this collaboration is truly a limited-time opportunity.
"We imagined a more evening, refined version of the bag, perfect for summer nights out and about. The satin material gives the simplicity of its silhouette a touch of formality, while the colour is rich yet versatile. And speaking of versatility – the ability for the bag to go from a clutch to a top handle bag, to a shoulder bag was a key feature of the design, and speaks to the mix of practicality and refinement that both brands try to channel in their products," says Morin.
If you're yet to discover Merit, our best advice is to start with "The Evening Set", which you can purchase with the limited-edition bag. The glossy, tie-up pouch houses a curated edit of the brand’s existing products – including the Signature Lip Matte, Great Skin Serum, Flush Balm and Day Glow – a flattering selection, designed to create a fresh and natural-like glow, perfect for day-to-day wear in the summer.
Red's beauty e-commerce writer, Clare Stephenson, has a lot of Merit Beauty in her makeup bag and goes into further depth about the products that are included in "The Evening Set" in her brand review.
The Merit x Tove bag beautifully mirrors how sophistication and minimalism are key pillars in both brands’ ethos. The London-based fashion name is known for its understated approach with flattering cuts and tailored silhouettes, which perfectly suits Merit's less-is-more approach to cosmetics.
The buzz of the collaboration is already suggesting sell-out success. So if you're positioned to purchase, our advice is to stock up on your Merit favourites as soon as possible to get your hands on the Tove bag too.
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