Forma Brands


Company Headquarters

10303 Norris Ave, Pacoima, CA 91331, United States

Driving Directions

Brand Description

We’re FORMA. An incubator, accelerator, and curator of today’s beauty brands. We deeply appreciate and genuinely love all things beauty. In all forms. Music, art, dance, and products. We celebrate, support, and seek those changing the world through creative expression. Each brand in our portfolio is thoughtfully selected, acquired, or created because of the products it offers, the stories it tells, and the beauty it spreads. United by a shared call to create, we partner with inspiring founders to provide the resources, processes, and know-how to amplify their stories. We apply the same resources, passion, and vision to fill voids we see in the marketplace for new and existing audiences. We’re a family of brands leading what’s next in beauty— we are FORMA.

FORMA has a flexible work program designed to create options for our corporate team-members, which provide greater flexibility, additional well-being + work life balance options, and allows us the ability to widen our talent pool + increase diversity in our organization.

Our workspaces are not limited to our offices in San Francisco, Los Angeles, New York + London . We know our team-members want flexibility, with the ability to maintain a physical space to connect + collaborate with each other. We have adapted our ways of working + found the value in the flexibility it provides. Our team-members work with their leaders to determine the best fit for the needs of their role – whether that’s in a hybrid capacity, fully remote, or for a few specific roles – consistently in office.


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Key Personnel

  • Eric Hohl
    Chairman and CEO

Yearly results

Sales: 285 Million

San Francisco, CA

Sales: $285 million

After filing for bankruptcy in in late 2022, Forma Brands LLC in April completed the previously announced sale of substantially all of the company’s assets to an investor group that include Jefferies Finance LLC, funds managed by Cerberus Capital Management, L.P., FB Intermediate Holdings, LLC, and consumer brand investment company &vest. The company also has a new CEO—Cliff Moskowitz—who comes to the post from &vest, where he was an operating partner. Moskowitz brings more than 20 years of experience in the retail industry, previously serving as the CEO of Outdoor Voices and managing InterLuxe Holdings, where he drove operational improvements and led investments in world-class retail brands including Jason Wu.

While the company is ready for a reset after its bankruptcy, Forma moves forward without one of its more well-known brands, R.E.M. Beauty. Ariana Grande acquired the assets — including all inventories, unfilled purchase orders, returns and more—for a reported $15 million.

Sales: 350 Million


Los Angeles, CA
Sales: $350 million

Forma Brands is the incubator and accelerator behind Morphe, Bad Habit, Lipstick Queen and most recently, REM Beauty‚ a new brand created with Ariana Grande.

This year, Eric Hohl was hired as chairman and chief executive officer. He succeeds Myles McCormick, who continues to advise the company’s board on strategic matters. Hohl is a seasoned executive with three decades of experience leading consumer lifestyle brands, including the last 12 years at Too Faced Cosmetics (where he was CEO) and more recently, president of the brand inside The Estée Lauder Companies. His resume also includes time at Hard Candy.

Forma Brands has tapped into the influencer zeitgeist with success. Along with Grande, Forma’s roster includes Jaclyn Hill’s brand, Jaclyn Cosmetics. But one influencer who has lost influence at Forma is James Charles. Forma parted ways with Charles—who was synonymous with Morphe— after a series of controversies and sexual misconduct allegations.

This Spring, a proposed class action was filed claiming Morphe LLC failed to warn consumers that some of its cosmetic products are not safe for use near the eyes as intended. The 52-page case was filed on April 1 in California.

Ariana Grande is the co-creator of REM Beauty.


Sales: 400 Million

Sales: $400 million (estimated)

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.

According to CEO Myles McCormick, 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 some stand-alone stores.

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.

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