Morphe

Overview

Morphe is a beauty brand known for affordable makeup brushes and palettes, initially popularized through collaborations with beauty influencers and YouTubers. It experienced rapid growth in the late 2010s via influencer-driven sales but faced challenges including product quality issues and store closures, shifting focus to online and retail partnerships like Ulta Beauty and Target. The brand launched Morphe 2 in 2022 targeting Gen Z with lighter coverage and skincare elements.¹²

History

Morphe was founded in 2008 and gained prominence through influencer collaborations, notably the 2017 Jaclyn Hill 35-pan eyeshadow palette that sold out rapidly. In 2018, backlash hit over quality issues with the Jaclyn Hill Vault palettes and controversies involving influencers like Laura Lee, leading to product removals. The company closed all US stores in early 2023 amid parent company Forma Brands' bankruptcy filing, previously valued at $2 billion.¹²

Product Lines

Manufacturing

Products were reportedly private-labeled from suppliers like Crown, as alleged in early reviews. Manufacturing details are not publicly specified beyond outsourcing practices common in the industry.²

Notable Products

• Jaclyn Hill Eyeshadow Palette - 35-pan palette from 2017 collaboration that sold hundreds of thousands in one hour.
• Jaclyn Hill Vault Collection - 2018 eyeshadow palettes delayed due to quality complaints like poor blending.
• Morphe Brushes - Synthetic brushes promoted by YouTubers for their affordability and performance.

Reputation

Morphe is viewed by enthusiasts as a source of affordable, high-quality brushes and palettes, though product quality varies with some lines criticized for fallout and poor formulation. Influencer scandals, including quality issues with collabs and past racist remarks by partners, damaged trust in 2018. Recent reviews note it remains a staple for budget-conscious users despite store closures and parent bankruptcy.¹²³