Morphe Cosmetics
| MORPHE, Morphe Cosmetics | |
| Type | Privately Held, Subsidiary |
| Industry | Cosmetics |
| Founded | November 2008 Los Angeles, California, U.S. |
| Founders | Chris Tawli & Linda Tawli, Summit Partners |
| Headquarters | Los Angeles, California, U.S. |
| Products | Cosmetics |
| Parent | General Atlantic Forma Brands LLC |
| Website | www |
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 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]
Authorized retailers of Morphe include Morphe.com, Morphe stores, Ulta.com, Ulta stores, and BDirect Online's Amazon.com store. these authorized retailers are the only to guarantee and authentic Morphe product.[6]
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][7][8]
Morphe partnered with Charles in 2017,[9] 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][7][10][11] In 2020 and 2021 Morphe collaborated with Coca-Cola.[12]
References
- ^ 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.
{{cite web}}: CS1 maint: url-status (link) - ^ "Morphe LLC". Bloomberg.com. Bloomberg. Retrieved 19 October 2019.[primary source]
- ^ 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.
{{cite web}}: CS1 maint: url-status (link) - ^ "Morphe Holdings and General Atlantic Announce Partnership and Strategic Growth Investment". General Atlantic. General Atlantic. Retrieved 19 October 2019.
- ^ Brumpton, Harry. "General Atlantic nears acquisition of beauty brand Morphe". Reuters. Retrieved 19 October 2019.
{{cite web}}: CS1 maint: url-status (link) - ^ "Authorized Retailers".
- ^ a b Russo, Gianluca (11 July 2020). "Morphe Has Officially Dropped Jeffree Star Cosmetics". Teen Vogue. Retrieved 21 May 2021.
{{cite web}}: CS1 maint: url-status (link) - ^ Chung, Gabrielle (10 July 2020). "Jeffree Star Dumped by Morphe Cosmetics Amid Mounting Criticism of the Makeup Mogul". People Magazine. Retrieved 21 May 2021.
{{cite web}}: CS1 maint: url-status (link) - ^ Collins, Allison (7 December 2018). "Influence Peddler: James Charles: Beauty's Next Consultant?". Women's Wear Daily. Retrieved 21 May 2021.
{{cite web}}: CS1 maint: url-status (link) - ^ 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.
{{cite web}}: CS1 maint: url-status (link) - ^ Dall'Asen, Nicola. "Maddie Ziegler Made a Makeup Line That's Just as Cute as It Is Durable". Allure. Retrieved 2021-06-05.
- ^ Moore, Zoe (4 May 2021). "Morphe launching Coca-Cola makeup collab". ABC News. Retrieved 21 May 2021.
{{cite web}}: CS1 maint: url-status (link)
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