Morphe Cosmetics

{{Short description|American cosmetic retailer}}

{{Redirect-distinguish|Morphe|Morphy (disambiguation){{!}}Morphy}}

{{Infobox company|

| name = Morphe Holdings LLC

| logo =

| image = Morphe Cosmetics Closed Dadeland Mall.jpg

| image_caption = Closed Morphe store in Dadeland Mall, Kendall, Florida

| trading_name = MORPHE, Morphe Cosmetics

| type = Privately Held, Subsidiary

| parent = General Atlantic Forma Brands LLC

| foundation = {{start date and age|2008|11}}
Los Angeles, California, U.S.

| defunct =

| fate =

| location = Los Angeles, California, U.S.

| founders = Chris Tawli & Linda Tawli, Summit Partners

| industry = Cosmetics

| products = Cosmetics

| website = {{url|https://www.morphe.com}}

}}

Morphe Cosmetics, also known as Morphe Brushes{{Cite web|last=Tenbarge|first=Kat|title=Makeup lovers are boycotting Morphe as the brand stays silent on James Charles sexting allegations|url=https://www.businessinsider.com/james-charles-morphe-boycott-sponsors-sexting-grooming-scandal-makeup-2021-4|access-date=21 May 2021|website=Business Insider|language=en-US}} 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.{{cite web |title=Morphe LLC |url=https://www.bloomberg.com/profile/company/1493791D:US |website=Bloomberg.com |publisher=Bloomberg |accessdate=19 October 2019}}{{fix|link=WP:PRIMARY|text=primary source}} Morphe has severed ties with multiple partners following controversies involving several influencers.

In August 2019, Morphe Holdings announced a new partnership with General Atlantic, which acquired a majority stake in the company.{{Cite web |last=Collins |first=Allison |date=6 November 2019 |title=James Charles Talks Shifting Influencer Sphere, Morphe and Launching His Own Beauty Brand |url=https://wwd.com/beauty-industry-news/beauty-features/james-charles-talks-shifting-influencer-sphere-morphe-launching-his-own-beauty-brand-1203352469/ |access-date=21 May 2021 |website=Women's Wear Daily |language=en-US}} The additional terms of the deal were not disclosed, but Morphe' existing shareholders continued to be investors in the company.{{cite web |title=Morphe Holdings and General Atlantic Announce Partnership and Strategic Growth Investment |url=https://www.generalatlantic.com/media-article/morphe-holdings-and-general-atlantic-announce-partnership-and-strategic-growth-investment/ |website=General Atlantic |accessdate=19 October 2019}}{{cite news|last=Brumpton|first=Harry|title=General Atlantic nears acquisition of beauty brand Morphe|url=https://www.reuters.com/article/us-morphe-m-a-generalatlantic/general-atlantic-nears-acquisition-of-beauty-brand-morphe-sources-idUSKCN1UD1G2|website=Reuters|date=18 July 2019 |publisher=|accessdate=19 October 2019}}

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. A week later, on January 12, 2023, Morphe's parent company, Forma Brands, filed for Chapter 11 Bankruptcy.{{Cite web|url=https://www.yahoo.com/lifestyle/morphe-parent-company-forma-brands-154559680.html|title=Morphe parent company Forma Brands files for bankruptcy|access-date=2023-01-12|date=2023-01-12}} At that time, Morphe owed YouTube stars and beauty influencers Jaclyn Hill $2 million and Jeffree Star $1.4 million in unsecured claims.{{cite web | url=https://www.insider.com/forma-brands-morphe-bankruptcy-jaclyn-hill-james-charles-2023-1 | title=Morphe's parent company has filed for bankruptcy after influencer-fueled rise alongside Jeffree Star, James Charles in the late aughts | website=Insider.com }} In March 2023, Morphe′s main creditors bought Forma for $690 million. {{cite web | url=https://www.businessoffashion.com/news/beauty/bankrupt-morphe-owner-acquired-by-lenders-for-690-million/ | title=Bankrupt Morphe Owner Acquired by Lenders for $690 Million | date=29 March 2023 }}