Morphe Cosmetics

Last updated
Morphe Holdings LLC
MORPHE, Morphe Cosmetics
Company typePrivately Held, Subsidiary
IndustryCosmetics
FoundedNovember 2008;15 years ago (2008-11)
Los Angeles, California, U.S.
FoundersChris Tawli & Linda Tawli, Summit Partners
Headquarters Los Angeles, California, U.S.
Products Cosmetics
Parent General Atlantic Forma Brands LLC
Website www.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]

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References

  1. 1 2 3 4 5 6 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. 1 2 3 4 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. 1 2 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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