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]
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].