Morphe makeup and cosmetics

Morphe, originally known as Morphe Brushes, is a contemporary American cosmetic brand that rose to global prominence through social media marketing and influencer collaborations. Founded in 2008 in Los Angeles, California, the brand initially focused on providing professional-grade makeup brushes at affordable price points before expanding into a full range of color cosmetics including eyeshadow palettes, lip products, and foundations.

While the brand was founded in the United States, its manufacturing operations are global, utilizing facilities in multiple countries including the USA, China, and Italy to produce its diverse range of products. The brand's rapid growth caught the eye of investors, leading to various corporate shifts over the last decade.

In early 2023, Morphe's parent company, Forma Brands, filed for Chapter 11 bankruptcy. Following this restructuring, the brand is currently owned by a group of its lenders, which includes investment firms such as Jefferies Finance LLC and Cerberus Capital Management. This group formed a successor company to manage the brand's assets, maintaining its headquarters in the United States while focusing on a retail strategy centered on digital sales and third-party retailers like Ulta.