Morphe Cosmetics

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"Morphe" redirects here. It is not to be confused with Morphy.
Morphe Cosmetics
TypePrivately Held, Subsidiary
IndustryFashion
FoundedNovember 2008; 13 years ago (2008-11)
Los Angeles, California, U.S.
FoundersChris Tawli & Linda Tawli, Summit Partners
HeadquartersLos Angeles, California, U.S.
ProductsCosmetics
ParentGeneral Atlantic
Websitewww.morphe.com

Morphe Cosmetics, also known as Morphe Brushes,[1] legally known as Morphe Holdings and 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 the influencers became embroiled in controversy.[1]

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]

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][6][7]

Morphe partnered with Charles in 2017,[8] 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, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock.[1][3][6][9][10] In 2020 and 2021 Morphe collaborated with Coca-Cola.[11]

References[]

  1. ^ a b c d e f 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. ^ a b c d 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. General Atlantic. Retrieved 19 October 2019.
  5. ^ Brumpton, Harry. "General Atlantic nears acquisition of beauty brand Morphe". Reuters. Retrieved 19 October 2019.
  6. ^ a b Russo, Gianluca (11 July 2020). "Morphe Has Officially Dropped Jeffree Star Cosmetics". Teen Vogue. Retrieved 21 May 2021.
  7. ^ Chung, Gabrielle (10 July 2020). "Jeffree Star Dumped by Morphe Cosmetics Amid Mounting Criticism of the Makeup Mogul". People Magazine. Retrieved 21 May 2021.
  8. ^ Collins, Allison (7 December 2018). "Influence Peddler: James Charles: Beauty's Next Consultant?". Women's Wear Daily. Retrieved 21 May 2021.
  9. ^ 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.
  10. ^ Dall'Asen, Nicola. "Maddie Ziegler Made a Makeup Line That's Just as Cute as It Is Durable". Allure. Retrieved 2021-06-05.
  11. ^ Moore, Zoe (4 May 2021). "Morphe launching Coca-Cola makeup collab". ABC News. Retrieved 21 May 2021.


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