Company News, New Products

Morphe Becomes a Playa

A strategy to build and acquire beauty brands.

By: Happi Staff

Morphe Becomes a Playa

A pandemic has the global economy in its grip; sounds like the perfect time to expand a beauty empire! 

That's the thinking at Morphe and its parent company, General Atlantic, which recently entered the hair care category with the acquisition of Playa. To better represent this new, umbrella beauty strategy, the holding company for Morphe, Playa and beauty brands to follow is now Forma Brands. Its CEO, Myles McCormick, recently told WWD that the focus is on acquiring smaller brands that it can plug-and-play into its existing distribution network, which includes Ulta in the US, Douglas in Europe and a handful of stand-alone stores.

At the same time, Forma Brands is building out its successful franchises. Earlier this summer, Morphe launched Morphe 2, a beauty brand aimed at the Tik-Tok Generation and featuring TT Stars Charli and Dixie D'Amelio. This age group spends less on cosmetics than Millennials and Forma Brands wants to be sure it has the right mix to attract them. 

Overall, Forma is taking a three-pronged approach to building its business:

• Incubator. Create original brands from the ground up that seamlessly fit into the Forma portfolio;
• Accelerator. Invest in and partner with like-minded brands with the goal of accelerating and realizing each founder's vision by leveraging Forma's e-commerce, supply chain and brand development platforms; and 
• Curator. Select brands that will appeal to Gen Z and Millennial consumers at more than 50 Morphe stores and global websites.

Next up? Forma is rolling out Such Good Everything, a line of gummy supplements. If all goes well, more products will follow. 


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