Fan-favorite makeup brand Morphe is getting into the skin, hair and self-care game with new brands and new categories, which they are calling "Edits": Skin includes Banila, BYBI Beauty, Frank Body, Lano and Sweet Chef; Haircare includes Invisibobble and Playa Beauty products; and Self-Care includes Hum Nutrition, Grande, Such Good Everything and Patchology.
“We really want to keep the brand very fresh and relevant,” said Eden Palmer, Morphe VP of merchandising. “We want to continuously evolve. We know that preferences are shifting in this pandemic world, with skin care especially; things are really changing as we’re all staying at home more frequently.”
Morphe primarily offered color cosmetics, and during the pandemic, makeup sales have dramatically declined while skincare has only increased—71 percent of women who wear makeup in the U.S. said that they wear makeup less often due to COVID-19 lifestyle changes, according to an NPD Report.
The new category launches will feature special in-store sections as well as online.
Morphe already mixed things up this year, catering to its younger clientele and their proclivity for the "no-makeup makeup" look with the launch of its Gen Z-focused Morphe 2 sub-brand, with the help of TikTok influencers Charli and Dixie D’Amelio.