 Closed Morphe store inDadeland Mall,Kendall, Florida | |
| MORPHE, Morphe Cosmetics | |
| Company type | Privately Held, Subsidiary |
| Industry | Cosmetics |
| Founded | November 2008; 17 years ago (2008-11) Los Angeles, California, U.S. |
| Founders | Chris Tawli & Linda Tawli,Summit Partners |
| Headquarters | Los Angeles, California, U.S. |
| Products | Cosmetics |
| Parent | General AtlanticForma Brands LLC |
| Website | www |
Morphe Cosmetics, also known asMorphe Brushes[1] and legally known asMorphe Holdings (stylized asMORPHE), is aLos Angeles–based 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 withsocial 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 withGeneral 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 forChapter 11 Bankruptcy.[6] At that time, Morphe owed YouTube stars and beauty influencersJaclyn Hill $2 million andJeffree Star $1.4 million in unsecured claims.[7] In March 2023, Morphe′s main creditors bought Forma for $690 million.[8]
Morphe partnered withShane Dawson andJeffree Star but severed ties with them in 2020. This decision came amid online criticism of the brand following a feud between beauty vloggersTati Westbrook andJames Charles, as well as accusations ofracism 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 withManny Gutierrez,Nikita Dragun,Jaclyn Hill,Maddie Ziegler,Avani Gregg,Lisa Frank,https://eu.morphe.com/collections/morphe-x-lisa-frank
Madison Beer,Jackie Aina,Charli D'Amelio,Dixie D'Amelio, andBretman Rock.[1][3][9][12][13] In addition, Morphe collaborated withCoca-Cola in 2020 and 2021.[14]
in August 4, 2024, Morphe closed their stores in the United Kingdom to focus online.[15]
