Cosmetics brand Morphe has announced it is launching a new sub-brand called Morphe 2. Taking a whole new approach to beauty, Morphe 2 is aimed at Gen Z and comprises sheer, multi-purpose products that signal a move away from the Instagram make-up aesthetic of its past.
To front the new brand, Morphe 2 has teamed up with TikTok stars Charli and Dixie D’Amelio who will act as brand ambassadors for the line. With over 85 million combined followers on the social platform, the sisters epitomise the Gen Z audience Morphe is hoping to tap into.
Morphe 2 will focus on fresh, glowy looks with lots of glossy products that are multi-purpose and easy to apply. The range will launch July 30 with a skin tint in 20 colours, face and eye gloss, lip and cheek mousses, eye shimmers and a lip oil.
The move to partner with Charli and Dixie D’Amelio signals the growing mainstream prominence that TikTok stars are experiencing. Earlier this month, it was announced that make-up artist Abby Roberts would be starring in a new weekly YouTube show.
In other Morphe news, the brand recently severed ties with Jeffree Star. The move came after growing backlash against Star and his collaborator Shane Dawson in the wake of the revival of the Tati Westbrook and James Charles controversy, as well as Star’s long history of racist and offensive behaviour. The on-going relationship between the brand and Star had led beauty influencer Jackie Aina – who Star has referred to in the past as a “gorilla” – to cut ties with Morphe.
Morphe had served as the primary brick-and-mortar retailer for Jeffree Star Cosmetics and had collaborated on a series of collections with the beauty blogger. Morphe said it would “cease all commercial activity related to Jeffree Star and affiliated products.”
Last month, Morphe also appeared to remove Dawson and Star’s make-up collaboration, the Conspiracy collection, from their stores. As of writing, Star’s products remain on the Morphe website, however, the products are all heavily discounted.
