The brand has released an updated statement
It's business as usual for the Morphe store in the Victoria Centre despite its parent company Forma Brands filing for Voluntary Chapter 11 proceedings - or as it is also known, bankruptcy protection in the US. Morphe opened its large ground-floor shop in Nottingham back in 2019.
The Nottingham branch was open for business as of Friday, January 13. The Nottingham branch appears to be the only standalone store while the other four are in Boots across Ireland and England.On Twitter, officials at Morphe wrote: "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. Customers can continue to shop Morphe online and at select retailers.
Set up by brother and sister Linda and Chris Tawli in 2008, it was one of the first start-up beauty companies to recognise the power of social media and influencers on the market. Morphe is known for its cutting-edge beauty products which are incredibly reasonably priced. The brand became an online beauty sensation after its eyeshadow palettes went viral and sold out so quickly that they led to waiting lists.
Rumours about the US closures have been circulated online since December, especially through social media platforms such as TikTok. The brand was once valued at $2.2 billion at its height but Covid closures and disappointing sales have left their mark.
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