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Morphe Cosmetics

Morphe Cosmetics, also known as Morphe Brushes and legally known as Morphe Holdings, is a Los Angeles–based cosmetics and beauty manufacturer founded in 2008 by Chris Tawil and Linda Tawil. The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers. Morphe has severed ties with multiple partners following controversies involving several influencers.

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Jul 17, 2026
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Morphe Holdings LLC
MORPHE, Morphe Cosmetics
TypePrivately Held, Subsidiary
IndustryCosmetics
FoundedNovember 2008 (2008-11)
Los Angeles, California, U.S.
FoundersChris Tawli & Linda Tawli, Summit Partners
HeadquartersLos Angeles, California, U.S.
ProductsCosmetics
ParentGeneral Atlantic Forma Brands LLC
Websitewww.morphe.com

Morphe Cosmetics, also known as Morphe Brushes1 and legally known as Morphe Holdings (stylized as MORPHE), is a Los Angeles–based cosmetics and beauty manufacturer founded in 2008 by Chris Tawil and Linda Tawil.2 The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers.13 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.4 The additional terms of the deal were not disclosed, but Morphe' existing shareholders continued to be investors in the company.56

In 2020 Morphe integrated into Forma Brands.7

On January 5, 2023, Morphe announced on social media that all its U.S. stores would close immediately, citing criticism of employee working conditions and a shift to focus more on their digital storefront.8 A week later, on January 12, 2023, Morphe's parent company, Forma Brands, filed for Chapter 11 Bankruptcy.910 At that time, Morphe owed YouTube stars and beauty influencers James Charles, Jaclyn Hill $2 million and Jeffree Star $1.4 million in unsecured claims.11 In March 2023, Morphe′s main creditors, &Vest, Jeffries Finance, and Cerberus Capital Management bought Forma for $690 million.12

Partnerships

Morphe initially collaborated with James Charles in 2017,13 producing two palettes of eyeshadows.4 However, the company cut ties with Charles in 2021 in response to calls for a boycott after he admitted to inappropriately texting two 16-year-old boys when he was in his early 20s.1

Morphe partnered with Shane Dawson and Jeffree Star but severed ties with them in 2020. This decision came amid online criticism of the brand following a feud between beauty vloggers Tati Westbrook and James Charles, as well as accusations of racism against Star.141415

Other noticeable partnerships for Morphe include collaborations with Manny Gutierrez, Nikita Dragun, Jaclyn Hill, Maddie Ziegler, Avani Gregg, Lisa Frank. Madison Beer, Jackie Aina, Charli D'Amelio, Dixie D'Amelio, and Bretman Rock.14141617 In addition, Morphe collaborated with Coca-Cola in 2020 and 2021.18

In 2023, Morphe closed all U.S. stores.19

In August 4, 2024, Morphe closed their stores in the United Kingdom to focus online.20

References

References

  1. Tenbarge, Kat. "Makeup lovers are boycotting Morphe as the brand stays silent on James Charles sexting allegations". Business Insider. Retrieved 21 May 2021.
  2. Sandler, Emma (2025-05-15). "Can Morphe Execute A Big Comeback?". Beauty Independent. Retrieved 2026-06-03.
  3. "Morphe LLC". Bloomberg.com. Bloomberg. Retrieved 19 October 2019.
  4. Collins, Allison (6 November 2019). "James Charles Talks Shifting Influencer Sphere, Morphe and Launching His Own Beauty Brand". Women's Wear Daily. Retrieved 21 May 2021.
  5. "Morphe Holdings and General Atlantic Announce Partnership and Strategic Growth Investment". General Atlantic. 19 August 2019. Retrieved 19 October 2019.
  6. Brumpton, Harry (18 July 2019). "General Atlantic nears acquisition of beauty brand Morphe". Reuters. Retrieved 19 October 2019.
  7. Caldwell, Georgina (2020-08-27). "Morphe relaunches as Forma Brands; next gen beauty brand accelerator". Global Cosmetics News. Retrieved 2026-06-24.
  8. "Morphe closes US stores to focus on wholesale, e-commerce | Retail Dive". www.retaildive.com. Retrieved 2026-06-24.
  9. "Morphe parent company Forma Brands files for bankruptcy". Yahoo Life. 2023-01-12. Retrieved 2023-01-12.
  10. "Forma Brands exits bankruptcy, names previous Outdoor Voices exec CEO | Retail Dive". www.retaildive.com. Retrieved 2026-04-13.
  11. "Morphe's parent company has filed for bankruptcy after influencer-fueled rise alongside Jeffree Star, James Charles in the late aughts". Insider.com.
  12. "Bankrupt Morphe Owner Acquired by Lenders for $690 Million". 29 March 2023.
  13. Collins, Allison (7 December 2018). "Influence Peddler: James Charles: Beauty's Next Consultant?". Women's Wear Daily. Retrieved 21 May 2021.
  14. Russo, Gianluca (11 July 2020). "Morphe Has Officially Dropped Jeffree Star Cosmetics". Teen Vogue. Retrieved 21 May 2021.
  15. Chung, Gabrielle (10 July 2020). "Jeffree Star Dumped by Morphe Cosmetics Amid Mounting Criticism of the Makeup Mogul". People Magazine. Retrieved 21 May 2021.
  16. Olson, Samantha (13 April 2021). "Charli and Dixie D'Amelio Are Releasing 'Go To Faves' Makeup Kits With Morphe 2". Seventeen. Retrieved 21 May 2021.
  17. Dall'Asen, Nicola (25 June 2020). "Maddie Ziegler Made a Makeup Line That's Just as Cute as It Is Durable". Allure. Retrieved 2021-06-05.
  18. Moore, Zoe (4 May 2021). "Morphe launching Coca-Cola makeup collab". ABC News. Retrieved 21 May 2021.
  19. "Morphe Cosmetics is closing all U.S. retail stores. Employees say they were left in the dark for weeks". NBC News. 2023-01-07. Retrieved 2026-04-13.
  20. Morgan, Aoife (2024-08-01). "Viral make-up brand Morphe closes all UK stores - Retail Gazette". Retrieved 2024-08-01.