Morphe Cosmetics

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An affordable cosmetics brand known for makeup brushes, colorful eyeshadow palettes, and influencer-led digital distribution. UK site of American cosmetics brand Morphe.

Last updated October 14, 2026

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First read: Nov 3, 2026
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Overview

Morphe Cosmetics, also known as Morphe Brushes and legally associated with Morphe Holdings, is a Los Angeles-based beauty brand founded in 2008 by Chris Tawil and Linda Tawil. It built its identity around accessible, artist-oriented makeup, particularly makeup brushes, brush collections, eyeshadow palettes, and other color cosmetics. The brand's proposition combined professional-style tools and highly varied color products with prices aimed at makeup enthusiasts rather than only traditional professional artists. Morphe developed through a direct-to-consumer and digital-retail model. Social media personalities, beauty vloggers, makeup artists, and online communities were central to its marketing and product-development approach. Collaborations with figures including James Charles, Jaclyn Hill, Jeffree Star, Shane Dawson, Manny Gutierrez, Nikita Dragun, Maddie Ziegler, Avani Gregg, Lisa Frank, Madison Beer, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock helped associate the brand with creator culture and gave its products substantial visibility among younger consumers. The company also formed branded partnerships outside the beauty-influencer sphere, including collaborations with Coca-Cola in 2020 and 2021. A major ownership change occurred in August 2019, when General Atlantic acquired a majority stake in Morphe Holdings. Existing shareholders remained investors, while the financial terms were not publicly disclosed in the cited reference material. In 2020, Morphe was integrated into Forma Brands, placing it within a broader beauty-brand structure. The brand's creator-centered model also exposed it to reputational and commercial risk. Morphe ended partnerships with Shane Dawson and Jeffree Star in 2020 amid public criticism connected with controversies surrounding both personalities and the wider beauty-influencer ecosystem. In 2021, it ended its relationship with James Charles after he acknowledged inappropriate messages to two 16-year-old boys while he was in his early twenties, prompting calls for a boycott. Morphe underwent a significant retail and corporate restructuring in 2023. On January 5, the company announced that all of its United States stores would close immediately, explaining that it intended to place greater emphasis on its digital storefront. On January 12, Forma Brands filed for Chapter 11 bankruptcy protection. The cited material reported unsecured claims against Forma Brands from James Charles and Jaclyn Hill totaling $2 million and from Jeffree Star totaling $1.4 million. In March 2023, the principal creditors, identified as &Vest, Jefferies Finance, and Cerberus Capital Management, acquired Forma Brands for $690 million. The amount concerns the acquisition of the parent company rather than a reported standalone valuation of Morphe. Morphe subsequently continued as an online-focused brand; its United Kingdom stores closed on August 4, 2024, as the business further emphasized online operations. Morphe is an American beauty brand best known for makeup brushes, large eyeshadow palettes, and affordable-to-mid-market color cosmetics. The brand developed from a professional-brush and artist-oriented business into a digitally native cosmetics company whose growth was closely associated with beauty YouTubers, makeup artists, and social-media creators. Its assortment has included brushes, brush sets, eyeshadow palettes, complexion products, lip products, highlighters, setting products, and other makeup accessories. The business was established in 2008 by Linda Tawil and Chris Tawil. It initially built recognition through brushes and professional-style tools, selling products through a combination of its own retail locations, e-commerce, specialty beauty distribution, and later a wider international retail network. Morphe's positioning emphasized broad shade and color selection, large product formats, frequent launches, and prices intended to make artist-inspired makeup accessible to a mass audience. A major turning point came through the brand's relationship with online beauty creators. Collaborations and product launches connected to prominent influencers helped Morphe reach younger consumers and made its palettes and brush collections highly visible in tutorial-driven social commerce. The company subsequently expanded beyond tools into a more complete cosmetics range. Collaborations associated with creators such as Jaclyn Hill and James Charles became important examples of Morphe's partnership-based launch model, although the commercial and reputational results of individual collaborations varied. Morphe became part of the broader Forma Brands organization. Forma was backed by General Atlantic and pursued a multi-brand beauty strategy that included Morphe and other cosmetics businesses. The parent company's rapid expansion, retail exposure, and financial pressure became increasingly visible during the pandemic period. Forma Brands filed for Chapter 11 bankruptcy protection in 2023. AS Beauty subsequently acquired Morphe's United States assets and continued operating the brand, while the transaction and related arrangements separated Morphe from its former parent structure. Under AS Beauty, Morphe remains an active makeup brand with a strong heritage in brushes, palettes, and creator-oriented product development. Its competitive environment includes mass-market cosmetics companies, specialty retailers' private labels, digitally native makeup brands, and creator-founded lines. The brand's long-term identity continues to depend on balancing accessible pricing and high-impact launches with product quality, retail availability, and careful management of influencer partnerships. In 2023, Morphe underwent major retail and corporate restructuring. On January 5, the company announced the immediate closure of all United States stores and said it would place greater emphasis on its digital storefront. On January 12, Forma Brands filed for Chapter 11 bankruptcy protection. The cited material reported unsecured claims of $2 million from James Charles and Jaclyn Hill combined and $1.4 million from Jeffree Star. In March 2023, principal creditors identified as &Vest, Jefferies Finance, and Cerberus Capital Management acquired Forma Brands for $690 million; that figure relates to the parent company rather than a standalone Morphe valuation. Morphe's United States assets were subsequently acquired by AS Beauty, and the brand continued as an active, online-oriented business under AS Beauty rather than within the former Forma Brands structure. Its United Kingdom stores closed on August 4, 2024, further emphasizing online operations.

History

Morphe Cosmetics was established in Los Angeles in 2008 by Chris Tawil and Linda Tawil. The company entered the market with a focus on makeup brushes and later expanded into palettes and broader color cosmetics. Its product and brand strategy emphasized the idea that consumers could obtain artist-style tools and extensive color selection at comparatively accessible prices. Rather than relying only on conventional beauty retail, Morphe developed a direct-to-consumer and digital-first distribution model. Beauty influencers, makeup artists, and online creators became important sources of awareness and product credibility. This approach was reflected in a long series of collaborations, including collections associated with James Charles, Jaclyn Hill, Jeffree Star, Shane Dawson, Manny Gutierrez, Nikita Dragun, Maddie Ziegler, Avani Gregg, Lisa Frank, Madison Beer, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock. The brand also worked with Coca-Cola in 2020 and 2021, extending its collaboration model beyond individual creators. In August 2019, General Atlantic became a majority investor in Morphe Holdings. The transaction's additional terms were not disclosed in the cited source, although existing shareholders continued to hold an investment. Morphe was integrated into Forma Brands in 2020, placing the cosmetics label within a larger corporate platform. The same influencer-led model generated reputational challenges. Morphe ended its relationships with Shane Dawson and Jeffree Star in 2020 following public criticism connected with controversies involving the two influencers and broader disputes among prominent beauty creators. In 2021, Morphe also ended its collaboration with James Charles after his admission that he had inappropriately texted two 16-year-old boys while he was in his early twenties. The episode led to public boycott demands and demonstrated the brand's exposure to the conduct of high-profile partners. Morphe's later history has been shaped by a shift away from physical stores. On January 5, 2023, it announced the immediate closure of all stores in the United States, citing criticism of employee working conditions and a greater focus on its digital storefront. Forma Brands filed for Chapter 11 bankruptcy on January 12, 2023. At that time, the cited source reported unsecured claims of $2 million from James Charles and Jaclyn Hill combined and $1.4 million from Jeffree Star. In March 2023, &Vest, Jefferies Finance, and Cerberus Capital Management, described as Forma Brands' principal creditors, acquired the parent company for $690 million. The acquisition price was reported for Forma Brands and should not be treated as a standalone Morphe valuation. Morphe continued as an online-oriented brand, and its United Kingdom stores closed on August 4, 2024. Morphe was founded in 2008 by Linda Tawil and Chris Tawil in the United States. The company initially focused on makeup brushes and professional-style tools, an area that gave it credibility with makeup artists while also allowing it to reach consumers looking for more extensive brush collections than were commonly offered by mass-market beauty brands. The name Morphe became associated with broad assortments, large brush kits, and a visually distinctive retail and online presentation. The brand's expansion coincided with the rise of beauty tutorials on YouTube and, later, Instagram and other social platforms. Morphe used creator partnerships, affiliate-style promotion, and limited or highly publicized product drops to build awareness. This approach helped turn the brand from a brush specialist into a broader color-cosmetics company. Eyeshadow palettes became particularly important because they offered many shades in one product and translated well to tutorial content. Morphe later added complexion, lip, cheek, highlighting, setting, and other categories. Creator collaborations became a central part of the business model. Collections associated with personalities including Jaclyn Hill and James Charles generated substantial attention and demonstrated the ability of a creator's audience to drive product launches. The model also created risks: inventory planning, quality expectations, creator conduct, and the reputational exposure of both parties became closely linked. In 2020, Morphe ended its relationship with Jeffree Star following public controversy involving Star and other influencers. Morphe was later operated within Forma Brands, a beauty platform backed by General Atlantic. Forma sought to assemble and scale a group of beauty brands, with Morphe serving as one of its most visible consumer businesses. The company expanded through e-commerce, specialty beauty retail, international distribution, and physical stores. However, the business faced a difficult operating environment during and after the COVID-19 pandemic, including changing retail traffic, pressure on digitally native brands, and the demands of managing a broad product and partnership portfolio. In 2022, Forma announced the closure of Morphe's United States stores. In January 2023, Forma Brands filed for Chapter 11 bankruptcy protection. The bankruptcy process resulted in the sale of Morphe's United States assets to AS Beauty. The transaction separated the brand from the failed Forma structure and placed it within AS Beauty's portfolio of beauty businesses. Morphe remains active and continues to trade on its established heritage in brushes, palettes, affordable color cosmetics, and creator-influenced product development. Its history illustrates the shift of beauty brands from tool-led specialty businesses toward social-commerce-driven, multi-category cosmetics platforms.

2024
United Kingdom stores close
[1]Morphe Cosmeticsen.wikipedia.org
Morphe closes its United Kingdom stores on August 4 while emphasizing online operations.
2023
United States stores close
[1]Morphe Cosmeticsen.wikipedia.org
Morphe announces the immediate closure of all United States stores and a stronger focus on digital retail.
2023
Forma Brands enters Chapter 11
[1]Morphe Cosmeticsen.wikipedia.org
The parent company files for Chapter 11 bankruptcy protection shortly after the United States retail closures. Forma Brands files for Chapter 11 protection, placing the ownership and operating future of Morphe into a restructuring process.
2023
Forma Brands is acquired by creditors
[1]Morphe Cosmeticsen.wikipedia.org
The principal creditors acquire Forma Brands for $690 million in March.
2023
AS Beauty acquires Morphe United States assets
[5]AS Beauty acquires Morphe brand in the United Statesbusinesswire.com
AS Beauty acquires Morphe's United States assets from the Forma Brands bankruptcy process.
2022
United States store closures announced
[9]United States store closures announcedreuters.com
Forma Brands announces the closure of Morphe's United States retail stores as part of a change in the brand's retail strategy.
2021
Morphe ends James Charles partnership
[1]Morphe Cosmeticsen.wikipedia.org
Morphe cuts ties with James Charles following his admission concerning inappropriate messages to two minors.
2020
Integration into Forma Brands
[1]Morphe Cosmeticsen.wikipedia.org
Morphe becomes integrated into Forma Brands.
2020
Morphe ends Shane Dawson and Jeffree Star relationships
[1]Morphe Cosmeticsen.wikipedia.org
The company terminates partnerships with the two influencers amid public controversy and criticism.
2020
Jeffree Star partnership ends
[6]Morphe ends business relationship with Jeffree Starbbc.com
Morphe ends its business relationship with Jeffree Star during a period of public controversy involving the influencer.
2019
General Atlantic becomes majority investor
[1]Morphe Cosmeticsen.wikipedia.org
General Atlantic acquires a majority stake in Morphe Holdings while existing shareholders remain investors.
2019
Morphe joins Forma Brands
[8]Morphe joins Forma Brandsreuters.com
The brand becomes part of Forma Brands' multi-brand beauty platform.
2019
James Charles Artistry Palette launch
[3]Morpheen.wikipedia.org
Morphe launched a large eyeshadow palette developed with beauty creator James Charles, presenting an extensive color range for artistic and tutorial-driven makeup.
2017
Initial James Charles collaboration
[1]Morphe Cosmeticsen.wikipedia.org
Morphe begins its collaboration with James Charles, producing two eyeshadow palettes.
2016
Jaclyn Hill collaboration
[3]Morpheen.wikipedia.org
Morphe's collaboration with beauty creator Jaclyn Hill helped popularize the creator-led palette model and brought the brand substantial visibility among online makeup audiences.
2010
Expansion beyond brushes
[3]Morpheen.wikipedia.org
Morphe develops a broader cosmetics assortment, including palettes and other color products, while retaining brushes as a core category.
2008
Morphe is founded in Los Angeles
[1]Morphe Cosmeticsen.wikipedia.org
Chris Tawil and Linda Tawil establish the cosmetics company that becomes Morphe, initially associated especially with makeup brushes.

Products and positioning

Accessible, trend-driven color cosmetics and professional-style tools for makeup enthusiasts, supported by creator collaborations and digital community marketing.

Beauty tools · 2008
Makeup brushes
Makeup brushes are one of Morphe's foundational product areas and remain central to its professional-accessible positioning. The brand offers individual tools and coordinated brush sets intended for complexion, eye, and other makeup applications. Their role in the portfolio connects Morphe to makeup artists while also appealing to consumers building personal collections.
Color cosmetics
Morphe Eyeshadow Palettes
Morphe's eyeshadow palettes are known for large shade counts and a broad range of colors and finishes. The 35-pan format became a recognizable part of the brand's assortment, offering consumers extensive combinations at an accessible price point. Several palettes were developed through creator collaborations. Large eyeshadow palettes became one of Morphe's signature product formats. They typically combine numerous shades and finishes in a single compact, supporting both everyday makeup and tutorial-oriented creative looks. Palette launches have frequently been used as high-visibility vehicles for seasonal themes and creator collaborations.
Color cosmetics
Lip products
Lip products form part of Morphe's broader color-cosmetics range. They extend the brand beyond its best-known brushes and eyeshadow palettes and support complete makeup looks across everyday and trend-led uses.
Face makeup
Complexion products
Morphe's complexion assortment includes foundation, concealer, powder, blush, bronzer, and related face products designed to complement its brushes and color products. The category broadens the brand's role from an eye-makeup and tool specialist into a more complete makeup destination.
Limited and collaborative cosmetics · 2017
Creator collaboration collections
Morphe has repeatedly used partnerships with beauty creators, entertainers, and cultural brands to develop or promote themed collections. These launches connect product design and marketing with the partner's audience, making collaboration a central mechanism in the brand's digital growth strategy.
Makeup tools · 2008
Morphe Brushes
Morphe's original and most recognizable category consists of individual brushes and multi-piece brush sets for face, eye, and lip application. The range is positioned between professional artist tools and accessible consumer products, with sets designed to provide a broad working assortment at a comparatively approachable price.
Face makeup
Morphe Complexion
The complexion assortment has included foundation, concealer, powder, blush, bronzer, and related face products. This category extended Morphe beyond tools and eye makeup into a more complete makeup routine, with product development focused on shade range, finish, and compatibility with the brand's brush ecosystem.
Collaborative cosmetics
Morphe Creator Collaborations
Morphe has developed limited and named collections with prominent beauty creators and makeup personalities. These collaborations generally combine palettes, brushes, and complementary products and use the partner's audience and aesthetic as part of the launch proposition. The model helped establish Morphe's visibility in social commerce while also increasing reputational dependence on partners.

Controversies

2023
Criticism of employee working conditions
The announcement that Morphe would immediately close all United States stores cited criticism of employee working conditions as one factor in the retail decision.
Source
2021
James Charles partnership controversy
Morphe severed ties with James Charles after he acknowledged inappropriate text messages to two 16-year-old boys while he was in his early twenties. The episode led to public boycott calls against the brand.
Source
2020
Severance of Shane Dawson and Jeffree Star partnerships
Morphe ended its relationships with Shane Dawson and Jeffree Star amid public criticism involving controversies associated with the influencers, including accusations of racism directed at Star and broader disputes among beauty vloggers. The episode highlighted the reputational risks of relying on creator partnerships.
Source
2020
Termination of Jeffree Star relationship
Morphe ended its business relationship with Jeffree Star after public controversies involving Star and other beauty influencers. The episode highlighted the reputational risks of relying on creator partnerships.
Source

2021Coca-Cola collaboration
United States · International digital markets
The two brands continued their collaboration in 2021, extending Morphe's partnership activity beyond individual beauty influencers.
Source
2020Coca-Cola collaboration
United States · International digital markets
Morphe collaborated with Coca-Cola in 2020 as part of its strategy of combining cosmetics with recognizable cultural and consumer brands.
Source
2019James Charles Artistry Palette
United States · International
Morphe launched a large eyeshadow palette developed with beauty creator James Charles, presenting an extensive color range for artistic and tutorial-driven makeup. The palette became a highly visible example of Morphe's influencer-centered launch strategy.
Outcome. The palette became a highly visible example of Morphe's influencer-centered launch strategy.
Source
2017James Charles collaboration
International digital markets
Morphe partnered with James Charles on two eyeshadow palettes, using a prominent beauty creator to reach online makeup audiences. The partnership was later terminated in 2021.
Outcome. The partnership was later terminated in 2021.
Source
2016Jaclyn Hill collaboration
United States · International
Morphe's collaboration with beauty creator Jaclyn Hill helped popularize the creator-led palette model and brought the brand substantial visibility among online makeup audiences.
Outcome. The collaboration became one of the brand's best-known creator partnerships and contributed to Morphe's social-commerce profile.
Source
Influencer and creator collaboration program
International digital markets
Morphe built substantial awareness through collaborations with creators including Jaclyn Hill, Manny Gutierrez, Nikita Dragun, Maddie Ziegler, Avani Gregg, Lisa Frank, Madison Beer, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock. The program strengthened digital reach but also exposed the brand to reputational risk when partner controversies arose.
Outcome. The program strengthened digital reach but also exposed the brand to reputational risk when partner controversies arose.
Source

Brand decisions

2024
Close United Kingdom storesStrategy
Background
The brand continued shifting away from physical retail.
Action taken
Morphe closed its United Kingdom stores on August 4.
Aftermath
The cited material describes the brand as focusing on online operations.
Source
2023
Close United States stores and prioritize digital retailStrategy
Background
Morphe cited criticism of employee working conditions and a strategic desire to focus more heavily on its digital storefront.
Action taken
All United States stores were announced as closing immediately on January 5.
Aftermath
The brand continued toward an online-focused operating model and later closed its United Kingdom stores in 2024.
Source
2023
Forma Brands enters Chapter 11Other
Background
The parent company filed for bankruptcy protection shortly after Morphe announced the closure of its United States stores.
Action taken
Forma Brands filed for Chapter 11 bankruptcy on January 12.
Aftermath
The company's principal creditors acquired Forma Brands in March 2023.
Acquisition price for Forma Brands. $690 million (March 2023)
Source
2023
Transfer of Morphe to AS BeautyM&A
Background
Forma Brands entered Chapter 11 proceedings, requiring the disposition of brand assets.
Action taken
AS Beauty acquired Morphe's United States assets from the bankruptcy process.
Aftermath
Morphe continued as an active brand under AS Beauty rather than remaining within the former Forma Brands structure.
Source
2022
Close United States storesStrategy
Background
Forma Brands reassessed Morphe's physical retail footprint amid changing consumer behavior and operating conditions.
Action taken
The company announced the closure of Morphe's United States stores and a greater emphasis on other channels.
Aftermath
Morphe continued through online, wholesale, and international channels before its United States assets were transferred to AS Beauty in 2023.
Source
2020
Integrate Morphe into Forma BrandsStrategy
Background
The brand was placed within the broader Forma Brands structure.
Action taken
Morphe was integrated into Forma Brands.
Aftermath
Forma Brands later entered Chapter 11 bankruptcy protection in January 2023.
Source
2020
End Jeffree Star partnershipStrategy
Background
Public controversy surrounding Jeffree Star created reputational pressure for brands associated with the influencer.
Action taken
Morphe announced that it would no longer conduct business with Jeffree Star and discontinued associated commercial activity.
Aftermath
The decision reduced the brand's direct association with Star but underscored the governance and reputational challenges of influencer-led marketing.
Source
2019
Accept majority investment from General AtlanticM&A
Background
Morphe Holdings entered a new partnership with General Atlantic, which acquired a majority stake.
Action taken
The transaction brought General Atlantic into majority ownership while existing shareholders remained investors.
Aftermath
Morphe was later integrated into Forma Brands in 2020.
Source

Recent events

2024
Morphe closes United Kingdom stores[1]Morphe Cosmeticsen.wikipedia.org
Other
Morphe closed its United Kingdom stores on August 4 as it concentrated its operations more heavily on online sales.
2023
Morphe announces closure of all United States stores[1]Morphe Cosmeticsen.wikipedia.org
Other
Morphe announced on January 5 that all of its United States stores would close immediately, citing criticism of employee working conditions and a strategic shift toward its digital storefront.
2023
Forma Brands files for Chapter 11 bankruptcy[1]Morphe Cosmeticsen.wikipedia.org
Bankruptcy · M&A
Morphe's parent company, Forma Brands, filed for Chapter 11 bankruptcy protection on January 12. The cited material reported substantial unsecured claims associated with creator partnerships.
2023
Creditors acquire Forma Brands[1]Morphe Cosmeticsen.wikipedia.org
M&A · Bankruptcy
In March, Forma Brands' main creditors, identified as &Vest, Jefferies Finance, and Cerberus Capital Management, acquired the company for $690 million.
2023
AS Beauty acquires Morphe's United States assets[5]AS Beauty acquires Morphe brand in the United Statesbusinesswire.com
M&A
AS Beauty acquired Morphe's United States business and related assets from the Forma Brands bankruptcy process, preserving the brand under new ownership.
2022
Morphe announces closure of United States stores[9]United States store closures announcedreuters.com
Other
Forma Brands announced the closure of Morphe's United States retail stores as the group adjusted its retail and operating model.
2019
General Atlantic acquires majority stake in Morphe Holdings[1]Morphe Cosmeticsen.wikipedia.org
M&A
General Atlantic announced a partnership under which it acquired a majority interest in Morphe Holdings. Existing shareholders remained investors, and the cited reference did not disclose the transaction's additional terms.
2019
Morphe becomes part of Forma Brands[8]Morphe joins Forma Brandsreuters.com
M&A
Morphe was incorporated into the broader Forma Brands platform as the parent company pursued a multi-brand beauty strategy backed by General Atlantic.

Sources10 sources

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