Morphe

Method

Morphe is founded in 2008 in Burbank by Chris and Linda Tawil and grows on affiliate codes and creator collaborations: the Jaclyn Hill palette in 2017, the James Charles Sister Collection in November 2018, Jeffree Star's line in its stores from 2018 and Morphe 2 with the D'Amelio sisters in June 2020. General Atlantic invests in 2019 and Forma Brands is formed. Morphe drops Jeffree Star in July 2020 and James Charles in April 2021, revenue falls from about 500 million dollars in 2019 to 295 million in 2021, US stores close on January 6, 2023 and Forma files Chapter 11 six days later. Lenders Jefferies and Cerberus with &Vest buy the business for 690 million dollars. Under chief executive Simon Cowell it sells through Ulta and direct, with sales up 33 percent in May 2025 and a goal of pre bankruptcy revenue within three to five years. The founding details are not confirmed in a retrieved source.

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The path: money and goods moving

• sponsoredJames CharlesMorphe launches the James Charles Sister Collection in November 2018 and cuts ties in April 2021.2018 to 2021
• stocked byJeffree StarMorphe stocks Jeffree Star Cosmetics from 2018 and drops the brand in July 2020. (partly verified)2018 to 2020
• stocksJeffree Star CosmeticsMorphe stores carry Jeffree Star Cosmetics from 2018, about 22 percent of wholesale, until Morphe drops him in July 2020.2018 to 2020
• backed byForma BrandsForma Brands is the holding company for Morphe until the 2023 bankruptcy sale.2019 to 2023
• sponsoredCharli D'AmelioMorphe launches the Morphe 2 line with Charli and Dixie D'Amelio in June 2020.2020
• sponsoredDixie D'AmelioMorphe 2 launches with Dixie D'Amelio in June 2020.2020
• stocked byTargetMorphe sells through the Ulta Beauty at Target shop in shop, which ends in August 2026. (partly verified)2021 to 2026
• stocked byUlta BeautyUlta and direct sales carry Morphe after the 2023 US store closures.2023 to present