Morphe

Morphe Makes a Makeup Exit: UK Stores Vanish in a Swipe!

Morphe is shutting down all its UK stores faster than you can say 'contour'. Say goodbye to your go-to beauty haunt!

If you felt a disturbance in the force of beauty shopping recently, you’re not imagining things. The popular makeup brand Morphe has officially closed the doors to all its standalone stores in the UK, including its flagship locations in London and Manchester. This daring shift in strategy seems to stem from the brand's desire to pivot towards a more wholesale and online concentration, leaving many fans wondering where they’ll get their bold eyeshadows now.

Rumours about Morphe's UK store closures had been swirling, but it’s now confirmed that all seven of its UK outlets are no more. This means that beauty enthusiasts in cities like Birmingham and Liverpool will have to bid adieu to their beloved makeup haven. The Morphe shop situated in Birmingham’s bustling Bullring abruptly closed its doors recently, leaving bewildered staff and loyal customers in a state of shock. Talk about a sudden beauty makeover!

While we may grieve the physical presence of Morphe stores, the brand promises that its online presence will get a facelift too! Ditching bricks and mortar may feel like an empty void in the beauty landscape, but Morphe aims to streamline operations, focusing on e-commerce and wholesale to reach a broader audience. Just think of all those lip pencils and pigment-rich eyeshadows now available at your fingertips – tiny silver linings, eh?!

But before we drown in our tears over the loss of in-person shopping, let's take a moment to appreciate the incredible rise of Morphe from humble beginnings to a beauty juggernaut. Founded in 2008, they quickly gained popularity for their brush sets and vibrant palettes, becoming known for collaborations with beauty influencers like Jaclyn Hill. These collaborations skyrocketed them into the global cosmetics limelight, despite the recent closures hinting that not all that glitters is gold in the beauty business.

Interestingly, the recent transition in Morphe's business model can also be viewed as a broader trend in retail where many brands are stepping away from physical stores in favour of the online rush. With consumers increasingly prioritising convenience, it seems Morphe is simply riding the wave of the digital tide rather than fighting the current. Just keep your complexion flawless and remember: beauty might be skin deep, but shopping convenience is the new black!