The Rise and Fall of Morphe

In the 2010s, Morphe dominated the cosmetics industry, but controversies and affiliations with problematic figures led to a significant decline. Founded as a brush enterprise, Morphe's success skyrocketed through influencer collaborations, but cracks appeared when it was revealed that their products were private label. Quality issues, delays, and public backlash from partnerships with individuals like Jeffree Star and Shane Dawson damaged the brand. Changes in marketing approach and an acquisition by Forma Brands further impacted Morphe's image. Facing allegations and financial challenges, Morphe's future is uncertain, and filing for Chapter 11 bankruptcy might be a way forward.

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