{"id":45665,"date":"2026-06-28T18:08:25","date_gmt":"2026-06-28T18:08:25","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=45665"},"modified":"2026-06-28T18:08:36","modified_gmt":"2026-06-28T18:08:36","slug":"jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/","title":{"rendered":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">MERIT Beauty has tapped Jemima Kirke, best known as the free-spirited Jessa Johansson from HBO&#8217;s <em>Girls<\/em>, as the face of its newly launched Clean Volume Mascara. The product officially dropped on June 25, promising extreme length, mega volume, and zero clumps through its tubing formula.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@merit\/video\/7655351157593804046\" data-video-id=\"7655351157593804046\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@merit\" href=\"https:\/\/www.tiktok.com\/@merit?refer=embed\">@merit<\/a> <p>Jemima Kirke wears Clean Volume Mascara. Now live \u2014 in Black and Brown. <a title=\"jemima\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/jemima?refer=embed\">#jemima<\/a> <a title=\"girls\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/girls?refer=embed\">#girls<\/a> <a title=\"new\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/new?refer=embed\">#new<\/a> <a title=\"mascara\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mascara?refer=embed\">#mascara<\/a> <a title=\"brownmascara\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/brownmascara?refer=embed\">#brownmascara<\/a> <\/p> <a target=\"_blank\" title=\"\u266c original sound - MERIT Beauty\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7655351196630223630?refer=embed\">\u266c original sound &#8211; MERIT Beauty<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">MERIT keeps its product lineup intentionally lean, roughly 20 items, and typically introduces something new only once or twice a year after thorough testing. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Clean Volume Mascara is the brand&#8217;s first major launch of 2026. Its petite precision brush features staggered fine bristles engineered to reach every lash and deliver structure without buildup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MERIT CMO Aila Morin told <em>Cosmetics Business<\/em> that Kirke was a natural fit because she &#8220;is a busy millennial who is sure of who she is and uses beauty to feel like herself, not to change into someone else.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kirke is a British-American actress and visual artist who gained international recognition through <em>Girls<\/em> (2012\u20132017) and went on to appear in Netflix&#8217;s <em>Sex Education<\/em> and <em>Conversations with Friends<\/em>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond acting, her artwork was featured in the UPRISE 2025 exhibition, marking a return to her roots in visual art: unfiltered, personal, and deeply feminist in tone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the brand side, MERIT has been building its celebrity campaign roster steadily. Just last April, the brand tapped ballet icon <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/misty-copeland\/\" target=\"_blank\" rel=\"noreferrer noopener\">Misty Copeland<\/a> for its <a href=\"https:\/\/bookingagentinfo.com\/news\/misty-copeland-fronts-merits-the-uniform-tinted-mineral-spf-launch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Uniform Tinted Mineral SPF campaign<\/a>. Copeland fronted the campaign alongside a limited-edition &#8220;Misty Set&#8221; of four hand-curated products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Kirke partnership signals that MERIT is doubling down on talent that blends creative credibility with authentic millennial appeal, a strategic thread also visible in how <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/kylie-jenner\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kylie Jenner<\/a> recently <a href=\"https:\/\/bookingagentinfo.com\/news\/kylie-jenner-stars-in-kylie-cosmetics-campaign-for-new-face-products\/\" target=\"_blank\" rel=\"noreferrer noopener\">approached her own brand campaign storytelling<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MERIT&#8217;s Kirke signing is a masterclass in intentional casting. This isn&#8217;t a splashy celebrity deal chasing follower counts, it&#8217;s a brand going after <em>cultural authenticity<\/em>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kirke is a painter, an actress who resists the mainstream, and a millennial woman who looks comfortable in her own skin. That&#8217;s precisely the MERIT customer. In 2025 alone, MERIT tapped <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/cazzie-david\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cazzie David<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/martha-stewart\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Martha Stewart<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/padma-lakshmi\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Padma Lakshmi<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/lauren-graham\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lauren Graham<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/issa-rae\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Issa Rae<\/a>, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/aimee-lou-wood\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Aimee Lou Wood<\/a>, and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/brenda-song\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brenda Song<\/a>, a deliberate mix of sharp, established, culturally resonant women. Kirke fits that mold perfectly. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And for a brand whose mascara is its biggest category bet of the year, anchoring it to a face that communicates ease and self-possession is a smart move. MERIT has built its identity on the idea that less is more, with a small, tightly curated product range, and Kirke&#8217;s effortless aesthetic mirrors that exactly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is MERIT building a recurring creative partnership with Kirke, or is this a one-campaign deal? Does choosing a visual artist and actress over a traditional influencer signal a wider shift in how beauty brands measure campaign ROI?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MERIT Beauty has tapped Jemima Kirke, best known as the free-spirited Jessa Johansson from HBO&#8217;s Girls, as the face of its newly launched Clean Volume Mascara. The product officially dropped on June 25, promising extreme length, mega volume, and zero clumps through its tubing formula. MERIT keeps its product lineup intentionally lean, roughly 20 items, [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,14,11,17],"tags":[],"class_list":["post-45665","post","type-post","status-publish","format-standard","hentry","category-beauty","category-campaigns","category-endorsements","category-film-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign\" \/>\n<meta property=\"og:description\" content=\"MERIT Beauty has tapped Jemima Kirke, best known as the free-spirited Jessa Johansson from HBO&#8217;s Girls, as the face of its newly launched Clean Volume Mascara. The product officially dropped on June 25, promising extreme length, mega volume, and zero clumps through its tubing formula. MERIT keeps its product lineup intentionally lean, roughly 20 items, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-28T18:08:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-28T18:08:36+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign","og_description":"MERIT Beauty has tapped Jemima Kirke, best known as the free-spirited Jessa Johansson from HBO&#8217;s Girls, as the face of its newly launched Clean Volume Mascara. The product officially dropped on June 25, promising extreme length, mega volume, and zero clumps through its tubing formula. MERIT keeps its product lineup intentionally lean, roughly 20 items, [&hellip;]","og_url":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-06-28T18:08:25+00:00","article_modified_time":"2026-06-28T18:08:36+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/"},"author":{"name":"Timeyin Mammah","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6"},"headline":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign","datePublished":"2026-06-28T18:08:25+00:00","dateModified":"2026-06-28T18:08:36+00:00","mainEntityOfPage":{"@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/"},"wordCount":467,"commentCount":0,"publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"articleSection":["Beauty","Campaigns","Endorsement Deals","Film\/TV"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/#respond"]}],"copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"}},{"@type":"WebPage","@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/","url":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/","name":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/#website"},"datePublished":"2026-06-28T18:08:25+00:00","dateModified":"2026-06-28T18:08:36+00:00","breadcrumb":{"@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookingagentinfo.com\/news\/jemima-kirke-partners-with-merit-for-clean-volume-mascara-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookingagentinfo.com\/news\/"},{"@type":"ListItem","position":2,"name":"Jemima Kirke Partners With MERIT for Clean Volume Mascara Campaign"}]},{"@type":"WebSite","@id":"https:\/\/bookingagentinfo.com\/news\/#website","url":"https:\/\/bookingagentinfo.com\/news\/","name":"Booking Agent Info News","description":"","publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookingagentinfo.com\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bookingagentinfo.com\/news\/#organization","name":"Booking Agent Info News","url":"https:\/\/bookingagentinfo.com\/news\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/","url":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","contentUrl":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","width":396,"height":274,"caption":"Booking Agent Info News"},"image":{"@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6","name":"Timeyin Mammah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","caption":"Timeyin Mammah"},"description":"Timeyin Mammah is a sports and entertainment writer with bylines in The Difference News, The Pointer Newspaper, Business Hallmark, and The Diplomat. 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