Shortly after its launch, Morphe started garnering a massive following because of its brightly colored makeup products, which were being sold for half the price than other big beauty brands.
Collaboration with influencers such as Nikita Dragun, Manny Gutierrez, and Charli D’Amelio was also the reason for its initial hype.
But soon, the frenzy started dying out, and customers started reassessing some of Morphe’s high-profile collaborators, calling them out for their sexist and racist behavior.
The Gen-Z brand shared on Twitter that they are shutting down nearly 20 stores in the U.S. after its parent company, Forma Brand, filed for bankruptcy.
Morphe has shuttered all of their brick-and-mortar locations in the U.S. as they want to focus on the company’s wholesale and e-commerce operations going forward
Employees shared that it was quite shocking that they were laid off at such short notice. Some of them didn’t even receive a day’s notice before losing their jobs.
Morphe is simply closing down all their brick-and-mortar stores in the U.S. to restructure the company. You can still shop from Morphe online and at select retail stores.