"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 Forma Brands spokesperson told the news outlet. "Connecting with consumers around the world through beauty stands at the center 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."
As NBC News reported, Morphe’s decision to publicly announce its store closures in the U.S. followed several popular posts on social-media platforms, including TikTok, from Morphe employees who called out the beauty retailer for how it had communicated layoffs and store closures to employees.
Morphe built a reputation largely with young people through its relationships with popular beauty creators and influencers, like James Charles and Jeffree Star. But those relationships eventually soured for the retailer and caused controversy for Morphe. The brand cut ties with Star in 2020 and winded down its partnership with Charles in 2021. Morphe built large online followings across YouTube and Reddit, but as The New York Times reported, the brand has largely failed to develop a larger recognition.