First came Fenty Beauty, then The Ordinary and now US-favourite Morphe is making the move across the pond to a Boots near you.
Founded in 2008, the Los Angeles-born brand has become a go-to for fans of a cut crease, a daring smokey eye or the ultimate contour, thanks to its selection of brushes, make-up palettes and highly pigmented powders.
Morphe's bold products have become a firm fixture in the makeup bags of ardent make-up lovers, largely due to the brand's regular appearances on various influencers’ social media channels.
Social media has been a guiding light for the brand’s marketing strategy. It's historically partnered with YouTubers Jeffree Star, Jaclyn Hill and James Charles to name a few, which have lent it a discernible amount of clout.
Its own Instagram account, which currently has just short of 10 million followers, features a series of kaleidoscopic painted eyelids and a quick search pulls up 1.4 million posts using the brand’s tag #MorpheBabe.
Morphe will be available at select Boots stores and online from September 12.
The Morphe x Jeffree Star collection will be stocked exclusively at Boots.
Let the make-over commence.
