Meroda Cosmetics

Meroda Cosmetics is a Dutch makeup brand founded in 2021. It sells direct to consumers through its own webshop and Amazon, and positions its range as inclusive, genderless makeup intended to suit all skin tones and genders. The company trades under the legal entity Meroda Cosmetics B.V., a private limited company registered in the Netherlands [3].

The brand is best known for a single product, the Changing Foundation, a colour-adapting formula that has carried much of its editorial attention. Although Germany is its largest sales market, the company itself is Dutch in both ownership and registration [6].

Meroda was founded in 2021 by the Dutch entrepreneur Melvin van Bueren, who is described as the brand's CEO and founder [6]. According to a founder profile, his involvement runs from April 2021 onward, and earlier ventures under the MVB name (sales, branding and creative work) preceded the launch [9]. Public business records list Meroda Cosmetics B.V. as registered with the Dutch Chamber of Commerce (KvK number 82596131) on 19 April 2021 [10], a date that matches the founder's stated start.

The company is registered in the Netherlands, and its terms of service state that the website is operated by Meroda Cosmetics B.V. under Dutch law [3]. The "B.V." designation is the standard Dutch form for a private limited company. Two independent editorial sources likewise describe the brand as founded in 2021 in the Netherlands [7].

Meroda presents itself as an inclusive, genderless makeup brand built around the tagline "Beauty Without Boundaries." The company describes its products as "a symphony of pure ingredients and advanced scientific innovation," and frames its mission as helping people "embrace your true beauty." Its stated audience is women "who balance ambition and authenticity," and the brand lists three values it organises itself around: uncompromising, empowering and community.

On price, editorial coverage has placed Meroda as premium yet accessible, comparing it to luxury names such as Lancôme and MAC rather than to budget brands [7]. Distribution is direct to consumer, with sales running through the brand's own regional webshops and Amazon.

The brand's catalogue spans face, lips and cheeks, and eyes, alongside bundles and tools. Its hero product is the Changing Foundation, which one reviewer explained as a formula that "starts off as a white cream that you work into your skin to release the colour pigment, which then adapts to your skin as you work it in" [8]. The product is built on a silicone base and, by the company's own account, contains minerals and dimethicone; Meroda notes that the dimethicone "may contain PFAS" [5]. Reviewers credited the foundation with a convincing, dewy finish while noting that it can read darker than expected on very pale skin [8].

Other named products include the Daily Face SPF 40, a broad-spectrum sunscreen the brand markets as a daily step; the Velvet Dream Lipstick, a creamy matte range; the Gilded Lashes Mascara; and the Vibrant Cheeks Liquid Blush. Some formulas, such as the lipsticks, are described as containing prickly pear extract.

On ethics, the company states that its products are vegan "except for mascara that contains beeswax," that they are paraben and sulfate free, and that its testing methods "have never been and never will be performed on animals of any species" [5]. No third-party certifications are listed alongside these claims.

In 2025 Meroda won the CrossBorder Top 30 Award, which recognises the fastest-growing Dutch online companies with international activity; the brand was named the year's number-one fastest international grower [6]. In the same coverage, the company reported Germany as a major market generating 15 to 18 million euros in its first year there, alongside the United Kingdom, and stated a target of reaching 60 million euros in sales in 2025 [6]. The brand has also received editorial reviews from UK and Dutch beauty publications covering its lipsticks and the Changing Foundation.

Meroda is active. Its storefront runs as a live Shopify shop with current seasonal campaigns, and as of mid-2026 the homepage was promoting the Daily Face SPF 40 launch and a summer sale. The brand operates several regional storefronts, including the Netherlands and Belgium, the United Kingdom, Germany and Austria, and Switzerland, and its 2025 award and growth figures point to a company that was still scaling.