Morphe to close all U.S. stores

Makeup brand Morphe announced on Thursday plans to shutter permanently its U.S. retail stores, with its e-commerce business and stores outside its domestic market to remain open.

"We have made the difficult decision to close all Morphe stores in the U.S. We are forever grateful to our store teams for their passion, talent and dedication over the years," said the cosmetics brand via is Twitter account last week.

"Customers can continue to shop Morphe online and at select retailers. Morphe stores outside the U.S. will remain open."

According to its website, Morphe currently operates 18 domestic locations and is also sold via Ulta Beauty and Target in the U.S.

Founded in 2008 by LA-based sibling duo, Chris and Linda Tawil, Morphe today forms part of the Forma Brands portfolio, alongside Playa Beauty and Lipstick Queen. Forma Brands previously operated under the name Morphe Holdings, but launched under its current name as a brand accelerator in 2020. In 2019, private equity firm General Atlantic announced it would acquire a controlling stake in the company.

In March, Forma Brands announced that Eric Hohl would take over as its chairman and chief executive officer. Hohl joined the brand from makeup brand Too Faced Cosmetics, where he served as president.

Morphe to close all U.S. stores

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