Morphe Cosmetics

Morphe Cosmetics, also known as Morphe Brushes,[1] legally known as Morphe Holdings (stylized as MORPHE), is a Los Angeles cosmetics and beauty manufacturer founded in 2008. The company specializes in the digital retail direct-to-consumer distribution of beauty and personal care products using partnerships with social media influencers.[1][2] Morphe has cut ties with multiple partners after many influencers became embroiled in controversy.[1]

"Morphe" redirects here. Not to be confused with Morphy.
Morphe Holdings LLC
MORPHE, Morphe Cosmetics
TypePrivately Held, Subsidiary
IndustryCosmetics
FoundedNovember 2008 (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

In August 2019, Morphe Holdings announced the company had formed new partnership with General Atlantic, who would acquire a majority stake.[3] Additional terms of the deal were not disclosed, however, Morphe's existing shareholders would continue to be investors in the company.[4][5]

On January 5, 2023 Morphe announced on social media that all stores in the US would close immediately after facing criticism for employee working conditions, and to focus more on their digital storefront. Seven days later, on January 12, 2023, Morphe′s parent company Forma Brands filed for Chapter 11 Bankruptcy.[6] At the time, Morphe owed YouTube stars and beauty gurus Jaclyn Hill $2 million and Jeffree Star $1.4 million, respectively, in unsecured claims.[7] That March, Morphe′s main creditors bought Forma for $690 million. [8]

Partnerships

Morphe partnered with Shane Dawson and Jeffree Star but cut ties in 2020, amid online criticism of the brand after the two became embroiled in a feud between beauty vloggers Tati Westbrook and James Charles and, in Star's case, accusations of racism.[1][3][9][10]

Morphe partnered with Charles in 2017,[11] producing two palettes of eyeshadows,[3] but cut ties in 2021 amid online calls for a boycott after Charles admitted to inappropriately texting two 16-year-old boys when he was 20 or 21.[1]

Other partnerships include 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 2020, and 2021, Morphe collaborated with Coca-Cola.[14]

References
  1. 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.
  3. 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. 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.


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