Morphe, the makeup and beauty brand that rose to fame thanks to popular YouTube influencers, has recently announced the closure of all of its retail stores in the US. Rumours had been circulating on social media for weeks, but it was finally confirmed by the company on January 6.
“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,” Morphe tweeted.
The makeup brand, which is known for its affordability, was once on top, partnering with major names such as Jaclyn Hill, James Charles and Jeffree Star. But while they helped generate sales, it is believed that they were also partly responsible for Morphe's downfall, as the content creators were involved in a string of controversies.
Despite the store closures, the company stated that it is committed to serving its customers through its e-commerce platform.
“Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the company’s wholesale and e-commerce operations going forward. We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop,” a spokesperson told Retail Dive. “Connecting with consumers around the world through beauty stands at the centre of everything we do, and while we have loved welcoming customers into our stores, we look forward to focusing on the foundational areas of our business, including our wholesale partnerships, robust e-commerce footprint and innovative brand marketing strategy.”
Currently, only stores in the US have been affected, with the brand tweeting, "Morphe stores outside the US will remain open".
Morphe is currently available at MECCA stores around the country.
