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Morphe Cosmetics

"Morphe" redirects here. Not to be confused with Morphy.
Morphe Holdings LLC
MORPHE, Morphe Cosmetics
Company typePrivately Held, Subsidiary
IndustryCosmetics
FoundedNovember 2008; 16 years ago (2008-11)
Los Angeles, California, U.S.
FoundersChris Tawli & Linda Tawli, Summit Partners
HeadquartersLos Angeles, California, U.S.
ProductsCosmetics
ParentGeneral Atlantic Forma Brands LLC
Websitewww.morphe.com

Morphe Cosmetics, also known as Morphe Brushes[1] and legally known as Morphe Holdings (stylized as MORPHE), is a Los Angeles-cosmetics and beauty manufacturer founded in 2008. The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers.[1][2] Morphe has severed ties with multiple partners following controversies involving several influencers.[1]

In August 2019, Morphe Holdings announced a new partnership with General Atlantic, which acquired a majority stake in the company.[3] The additional terms of the deal were not disclosed, but Morphe' existing shareholders continued to be investors in the company.[4][5]

On January 5, 2023, Morphe announced on social media that all its U.S. stores would close immediately, citing criticism of employee working conditions and a shift to focus more on their digital storefront, A week later, on January 12, 2023, Morphe's parent company, Forma Brands, filed for Chapter 11 Bankruptcy.[6] At that time, Morphe owed YouTube stars and beauty influencers Jaclyn Hill $2 million and Jeffree Star $1.4 million in unsecured claims.[7] In March 2023, Morphe′s main creditors bought Forma for $690 million. [8]

Partnerships

Morphe partnered with Shane Dawson and Jeffree Star but severed ties with them in 2020. This decision came amid online criticism of the brand following a feud between beauty vloggers Tati Westbrook and James Charles, as well as accusations of racism against Star.[1][3][9][10]

Morphe initially collaborated with James Charles in 2017,[11] producing two palettes of eyeshadows.[3] However, the company cut ties with Charles in 2021 in response to calls for a boycott after he admitted to inappropriately texting two 16-year-old boys when he was in his early 20s.[1]

Other noticeable partnerships for Morphe include collaborations with Manny Gutierrez, Nikita Dragun, Jaclyn Hill, Maddie Ziegler, Avani Gregg, Madison Beer, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock.[1][3][9][12][13] In addition, Morphe collaborated with Coca-Cola in 2020 and 2021.[14]

in August 4, 2024, Morphe closed their stores in the United Kingdom to focus online.[15]

References

  1. ^ a b c d e f Tenbarge, Kat. "Makeup lovers are boycotting Morphe as the brand stays silent on James Charles sexting allegations". Business Insider. Retrieved 21 May 2021.
  2. ^ "Morphe LLC". Bloomberg.com. Bloomberg. Retrieved 19 October 2019.[primary source]
  3. ^ a b c d Collins, Allison (6 November 2019). "James Charles Talks Shifting Influencer Sphere, Morphe and Launching His Own Beauty Brand". Women's Wear Daily. Retrieved 21 May 2021.
  4. ^ "Morphe Holdings and General Atlantic Announce Partnership and Strategic Growth Investment". General Atlantic. Retrieved 19 October 2019.
  5. ^ Brumpton, Harry (18 July 2019). "General Atlantic nears acquisition of beauty brand Morphe". Reuters. Retrieved 19 October 2019.
  6. ^ "Morphe parent company Forma Brands files for bankruptcy". 2023-01-12. Retrieved 2023-01-12.
  7. ^ "Morphe's parent company has filed for bankruptcy after influencer-fueled rise alongside Jeffree Star, James Charles in the late aughts". Insider.com.
  8. ^ "Bankrupt Morphe Owner Acquired by Lenders for $690 Million". 29 March 2023.
  9. ^ a b Russo, Gianluca (11 July 2020). "Morphe Has Officially Dropped Jeffree Star Cosmetics". Teen Vogue. Retrieved 21 May 2021.
  10. ^ Chung, Gabrielle (10 July 2020). "Jeffree Star Dumped by Morphe Cosmetics Amid Mounting Criticism of the Makeup Mogul". People Magazine. Retrieved 21 May 2021.
  11. ^ Collins, Allison (7 December 2018). "Influence Peddler: James Charles: Beauty's Next Consultant?". Women's Wear Daily. Retrieved 21 May 2021.
  12. ^ Olson, Samantha (13 April 2021). "Charli and Dixie D'Amelio Are Releasing 'Go To Faves' Makeup Kits With Morphe 2". Seventeen. Retrieved 21 May 2021.
  13. ^ Dall'Asen, Nicola (25 June 2020). "Maddie Ziegler Made a Makeup Line That's Just as Cute as It Is Durable". Allure. Retrieved 2021-06-05.
  14. ^ Moore, Zoe (4 May 2021). "Morphe launching Coca-Cola makeup collab". ABC News. Retrieved 21 May 2021.
  15. ^ Morgan, Aoife (2024-08-01). "Viral make-up brand Morphe closes all UK stores - Retail Gazette". Retrieved 2024-08-01.


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