Morphe

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Morphe Cosmetics, also known as Morphe Brushes and legally known as Morphe Holdings, is a Los Angeles–based cosmetics and beauty manufacturer founded in 2008. The company specializes in direct-to-consumer distribution of beauty and personal care products through digital retail, leveraging partnerships with social media influencers. Morphe has severed ties with multiple partners following controversies involving several influencers. In August 2019, Morphe Holdings announced a new partnership with General Atlantic, which acquired a majority stake in the company. The additional terms of the deal were not disclosed, but Morphe' existing shareholders continued to be investors in the company. On January 5, 2023, Morphe announced on social media that all its U.S. stores would close immediately, citing criticism of employee working conditions and a shift to focus more on their digital storefront. Read more

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