Morphe Cosmetics Explained

Morphe Holdings LLC
Trading Name:MORPHE, Morphe Cosmetics
Type:Privately Held, Subsidiary
Parent:General Atlantic Forma Brands LLC
Foundation:
Los Angeles, California, U.S.
Location:Los Angeles, California, U.S.
Founders:Chris Tawli & Linda Tawli, Summit Partners
Industry:Cosmetics
Products:Cosmetics

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.[2] Morphe has severed ties with multiple partners following controversies involving several influencers.

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.[9] [10]

Morphe initially collaborated with James Charles in 2017[11], producing two palettes of eyeshadows. 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.

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[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]

Notes and References

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