Beauty Retailer Morphe To Close All US Stores

Morphe, the beauty retailer owned by Forma Brands, is closing all US locations. The company announced the move in a tweet on Thursday. All non-US stores will remain open for the foreseeable future.

“We have made the difficult decision to close all Morphe stores in the US. We are forever grateful to our store teams for their passion, talent and dedication over the years,” the tweet read. “Customers can continue to shop Morphe online and at select retailers. Morphe stores outside the US will remain open.”

Prior to the announcement, Morphe said it would shutter some of its US stores due to the “broader beauty landscape throughout the last year.” The statement confirmed that some locations would close, though an exact number was not disclosed. 

Last year, The New York Times noted that Morphe was falling out of favor with Gen Z consumers due, in part, to its collaboration with controversial beauty influencers such as James Charles and Jeffree Starr. Then there were the 2022 rumors that Forma Brands was filing for Chapter 11 bankrupcy protection.