Morphe has closed all of its US stores effective immediately to focus on its wholesale and e-commerce operations.
The Gen Z-focused make-up brand revealed on Twitter that it has shut nearly 20 stores.
“We have made the difficult decision to close all Morphe stores in the US,” it posted.
“We are forever grateful to our store teams for their passion, talent and dedication over the years.
“Customers can continue to shop Morphe online and at select retailers.”
The company said its bricks-and-mortar stores outside the US will remain open.
Morphe turned off the commenting function so users could not reply to the Twitter post.
A spokesperson for Morphe’s parent company, Forma Brands, told Cosmetics Businessit made the "strategic decision" to focus on its wholesale and e-commerce operations.
"Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the company’s wholesale and e-commerce operations going forward.
"We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop.
"Connecting with consumers around the world through beauty stands at the center of everything we do.
"While we have loved welcoming customers into our stores, we look forward to focusing on the foundational areas of our business.
"Including our wholesale partnerships, robust e-commerce footprint and innovative brand marketing strategy."
Morphe's bricks-and-mortar stores outside the US will remain open
What is happening at Morphe?
Late last month, several Morphe employees took to TikTok to criticise the brand.
Some staff claimed they were awaiting impending closure because their stores were empty and had no stock to line shelves.
Others called out the retailer for giving them little notice that their stores were being closed down and described massive sales and surprise layoffs.
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FAQs
Makeup retailer Morphe closes all US stores after facing criticism for surprising employees with empty shelves and layoffs. The beauty retailer Morphe confirmed in a tweet on Thursday that it has closed all of its US stores.
Why did Morphe close all US stores? ›
"We have made the strategic decision to enhance our focus on the Company's wholesale and e-commerce operations going forward," Morphe said in a statement. "We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop."
What is the Morphe controversy? ›
Here are the details of the Morphe class-action lawsuit.
The case against Morphe was filed in California and states that products like Morphe color palettes, eyeliners, and Colorfix 24-Hour Cream Color contained color additives not approved by the Food and Drug Administration.
What are the legal issues with Morphe? ›
Overview of the Morphe Lawsuit
The Morphe lawsuit claims that the palettes are not safe to use as intended, because specific color additives are present in the makeup. According to the lawsuit, certain of Morphe's eyeshadow palettes gave users serious eye discomfort, edema, and even infections.
Why is Mall of America suing Morphe? ›
Mall of America is suing Morphe and parent company Forma Brands over breach of contract.
Why is Morphe being recalled? ›
The case claimed that the Morphe products at issue are “inherently dangerous” because they contain color additives banned by the FDA for use in the eye area including FD&C Red No. 4, D&C Violet No. 2, FD&C Yellow No. 6, and more.
What is Morphe being sued for? ›
A class action lawsuit was filed in April 2022 alleging that certain Morphe products contained harmful ingredients that could cause severe eye irritation and various other injuries.
Why did Morphe get rid of Jeffree Star? ›
Morphe severed ties after a wave of backlash against Star and his friend and co-collaborator Shane Dawson. Previously, Morphe was the primary brick-and-mortar outlet for Jeffree Star Cosmetics. Visit Insider's homepage for more stories.
Who bought Morphe? ›
Forma Brands, the bankrupt owner of the Morphe makeup brand, reached an agreement with lenders Jefferies Finance LLC and Cerberus Capital Management to be acquired in exchange for $690 million in debt relief, according to a court filing.
What is the Morphes law? ›
Murphy's law states that “Anything that can go wrong will go wrong”. Another allegedly correct and original reading of Murphy's Law is that if there are two or more ways to do something, and one of those ways can result in a catastrophe, then someone will do it.
Morphe was previously one of the most successful beauty brands to come out of the influencer space. But it's faced challenges in recent years and closed all its US stores at the start of 2023. Photos show how the brand's store went from cult-favorite spots to ghost towns in a matter of years.
Are pressed pigments safe? ›
So, to make things clear, pressed pigments could be considered eye-safe, or at least at a similar level as eyeshadows.
What is Morphe known for? ›
Born in 2008 among the artists and influencers of Los Angeles, Morphe instantly disrupted the beauty industry by making artist-designed, professional-quality brushes affordable and accessible. As the brand grew—into eyeshadow, blush, bronzer, lip, and more—so did its fanbase of unapologetic makeup lovers.
Is Morphe closing permanently? ›
Beauty retailer Morphe is beginning the New Year by closing all of its stores in the United States. The beauty brand announced in a Tweet on Thursday that it will be closing every United States store location in 2023, adding that its non-United States stores will remain open for the foreseeable future.
Is Morphe safe to use? ›
According to an article by Erin Shank (classaction.org). The lawsuit alleges that ingredients not safe for the eye area but are being marketed for use in the eye area. Phrases being used to describe the makeup are "unsuitable and [FDA] unapproved", "severe eye irritation" and even scarier "inherently dangerous".
How much is Morphe worth? ›
The influencer-branded makeup regularly sold out. That caught the attention of General Atlantic, which bought a majority stake in the company in a deal that valued it at more than $2 billion.
What's happened to Morphe? ›
Morphe was previously one of the most successful beauty brands to come out of the influencer space. But it's faced challenges in recent years and closed all its US stores at the start of 2023. Photos show how the brand's store went from cult-favorite spots to ghost towns in a matter of years.
Who has Morphe dropped? ›
Around this same time, Morphe also found itself at the center of controversy brought on by its ongoing relationship and collaborations with Jeffree Star and James Charles, who were accused of racism and sexual misconduct. The brand cut ties with both influencers in 2020 and 2021, respectively.
Who is behind Morphe cosmetics? ›
Description: Morphe Cosmetics, established in 2008 by siblings Chris and Linda Tawil, is a prominent American beauty brand. Primarily known for its high-quality makeup products and brushes, Morphe quickly gained popularity among makeup enthusiasts and professional artists alike.
