![]() Chamberlain is no longer involved with Bad Habit. Such Good Everything is no longer for sale on its website or on, and Ms. Beauty, which came out in November.Ĭhanging its name and model wasn’t as simple as putting out a new eye shadow palette, however.įorma Brands experienced a string of setbacks. In 2021, Forma Brands got into celebrity with Ms. That year, the newly formed company introduced three brands in rapid succession: Morphe 2 in July Such Good Everything, a line of vegan gummy vitamins, in September and Bad Habit, a skin-care label with the influencer Emma Chamberlain as creative director, in December. In 2020, Morphe reinvented itself as Forma Brands, a beauty “incubator” that would both make its own cosmetics and buy other brands. When the pandemic hit, many stopped wearing makeup entirely. Makeup trends were changing people wanted subtler “no makeup” makeup instead of the heavy contouring, baking, bold brows and elaborate eye shadow that defined the “Instagram makeup” era that Morphe played a pivotal role in creating. “Morphe is tying their name to specific people with huge followings, and then what happens when those people are irrelevant?”Īt the same time, the beauty industry underwent a seismic shift. The company turned to content creators on YouTube to help sell its products, said Kirbie Johnson, a creator of Gloss Angeles, a beauty podcast. Working with beauty YouTubers was proving to be risky business. Zahra Mungur, a 21-year-old psychology student, bought the palette - before she saw the fallout from his comments. Narayanan, a technology manager in Toronto, said she initially admired the James Charles Palette, but his behavior turned her off to Morphe altogether. “You may want to say you’re a makeup brand and you don’t want to involve yourself in the personal lives of others, but the person you’re collaborating with is someone who is in the public eye - and he has a certain reputation,” said Sukanya Narayanan, 33, of Mr. ![]() Charles declined to comment for this article.) Star did not respond to requests for comment for this article. Charles, who was 21 at the time, admitted to sending sexually explicit online messages to 16-year-old boys, and said he did not know they were underage. Hill’s lipsticks were poor quality went viral, and she offered a full refund. Star making racist comments, and he later apologized. Then, in 2018, news of Morphe’s partners started to seep into the mainstream media. ![]() Product drops and gossip about its collaborators remained largely within the confines of the devoted YouTube and Reddit beauty communities. Hill and Jeffree Star, the beauty influencer, could sell out in less than an hour.īut most people outside of its dedicated online following never heard of the brand. Makeup, especially eye shadow palettes, created with Mr. ![]() Morphe, which gained popularity with its approachably priced eye shadow palettes (a 35-pan palette costs $25) and makeup brushes, is best known for its collaborations with the biggest YouTubers of the last decade. (Forma Brands declined to comment for this article.) Forma also owns Morphe 2, a makeup and skin line geared toward Gen Z Jaclyn Cosmetics, a label from the influencer Jaclyn Hill and helped to create R.E.M. Charles ended after accusations emerged that the influencer had sent sexual messages to underage boys, the latest in a series of controversies for Morphe and its parent company, Forma Brands. It sold out several times and generated tons of attention for Morphe since the palette’s debut in late 2018.īut last year Morphe’s business relationship with Mr. The James Charles Palette, from the makeup company Morphe, had it all: 39 eye shadows in glittery pinks and blues, audacious neons and nonshimmery neutrals - and a solid gold tie-up with James Charles, the beauty influencer.
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