07.01.21
San Francisco, CA
www.formabrands.com
Sales: $400 million (estimated)
Key personnel
Myles McCormick, chief executive officer; Simon Cowell, president; Matt Lloyd, chief financial officer and chief operating officer; Alex Alston, vice president, brand; Eric Boyce, senior vice president, strategy and digital; Kahla Broussard, vice president, retails sales and operations
Major products
Cosmetics and personal care products: Morphe, Morphe 2, Bad Habit, Lipstick Queen, Playa Beauty, Such Good Everything, Jaclyn Cosmetics
New products
Such Good Everything gummy supplements
Comments: Successful beauty companies today don’t just build brands, they incubate them, nurture them, take them to their highest potential. That’s Forma.
“We celebrate, support, and seek those changing the world through creative expression,” according to the company.
Each brand in the Forma portfolio is said to be thoughtfully selected, acquired, or created because of the products it offers, the stories it tells, and the beauty it spreads.
Forma takes a three-pronged approach to beauty:
A year ago, Forma launched Morphe 2, a beauty brand aimed at the Tik-Tok Generation and featuring TT Stars Charli and Dixie D’Amelio.
www.formabrands.com
Sales: $400 million (estimated)
Key personnel
Myles McCormick, chief executive officer; Simon Cowell, president; Matt Lloyd, chief financial officer and chief operating officer; Alex Alston, vice president, brand; Eric Boyce, senior vice president, strategy and digital; Kahla Broussard, vice president, retails sales and operations
Major products
Cosmetics and personal care products: Morphe, Morphe 2, Bad Habit, Lipstick Queen, Playa Beauty, Such Good Everything, Jaclyn Cosmetics
New products
Such Good Everything gummy supplements
Comments: Successful beauty companies today don’t just build brands, they incubate them, nurture them, take them to their highest potential. That’s Forma.
“We celebrate, support, and seek those changing the world through creative expression,” according to the company.
Each brand in the Forma portfolio is said to be thoughtfully selected, acquired, or created because of the products it offers, the stories it tells, and the beauty it spreads.
Forma takes a three-pronged approach to beauty:
- 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.
A year ago, Forma launched Morphe 2, a beauty brand aimed at the Tik-Tok Generation and featuring TT Stars Charli and Dixie D’Amelio.