Morphe Cosmetics, also known as Morphe Brushes[1] and legally known as Morphe Holdings (stylized as MORPHE), is a Los Angeles–based cosmetics and beauty manufacturer founded in 2008. The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers.[1][2] Morphe has severed ties with multiple partners following controversies involving several influencers.[1]
In August 2019, Morphe Holdings announced a new partnership with General Atlantic, which acquired a majority stake in the company.[3] The additional terms of the deal were not disclosed, but Morphe' existing shareholders continued to be investors in the company.[4][5]