Who owns Morphe Brushes?
Morphe Cosmetics, also known as Morphe Brushes, legally known as Morphe Holdings, is a Los Angeles cosmetics and beauty manufacturer founded in 2008. The company specializes in the digital retail direct-to-consumer distribution of beauty and personal care products using partnerships with social media influencers. Morphe has cut ties with multiple partners after many influencers became…
Morphe Cosmetics, also known as Morphe Brushes, legally known as Morphe Holdings, is a Los Angeles cosmetics and beauty manufacturer founded in 2008. The company specializes in the digital retail direct-to-consumer distribution of beauty and personal care products using partnerships with social media influencers. Morphe has cut ties with multiple partners after many influencers became embroiled in controversy.
Who owns Morphe Brushes?
Founded in 2008 by LA-based sibling duo, Chris and Linda Tawil, makeup mega-brand Morphe has rapidly evolved from its small beginnings as an affordable brush brand to the makeup brand of a generation—the Instagram generation. The vision for Morphe has always been the same,” Linda started, “it was always to create products that were very affordable and accessible to everybody.
Morphe partnered with Shane Dawson and Jeffree Star but cut ties in 2020 amid online criticism of the brand after the two became embroiled in a feud between beauty vloggers Tati Westbrook and James Charles and, in Star’s case, accusations of racism.
In August 2019, Morphe Holdings announced the company had formed a new partnership with General Atlantic, which would acquire a majority stake. Additional terms of the deal were not disclosed, however, Morphe’s existing shareholders would continue to be investors in the company. Now, dreaming of a Morphe skincare line, salon, and hey, even a Morphe bakery, the co-founder speaks of her initial discovery of affordable mega-palettes, and how they’ve inspired her to dream, create and hustle.
