Morphe, a well-known beauty retailer, released five new products under their sub-brand ‘Morphe 2’ on Sept. 10.
The new products include the L-Balm Lip Balm for $8, the Gleamcatcher Illuminator for $14, the Prep Polish Lip Scrub for $8, the Happy Glaze Lip Gloss for $9, and the Brow Crush Tinted Brow Gel for only $7.
The products are expected to launch in select Morphe stores on Sept. 15, and in Ulta stores on Sept. 20.
“I chose this because of its color and how it popped out. Definitely a MUST have!” one customer wrote under the “Why I chose this” section of the webpage for buying the new lip gloss in the shade “Grateful.”
Morphe announced via an Instagram post that they were expanding Morphe 2 with a new installment of products on Sept. 4
Cosmopolitan reports that Morphe said Morphe 2 is targeted to “babes who prefer a lighter, low-key look.”
Morphe 2 is a sub-brand of Morphe that was created for people who prefer a more natural style of makeup or someone who wanted to experiment with makeup to create the no-makeup makeup look.
This is Morphe’s “new line of light, multipurpose makeup that keeps it simple yet stunning,” their website said.
Morphe is known for releasing collaborations and products that invite people to explore their artistry by playing with colorful eyeshadow and creating glam looks, but they decided to create Morphe 2 to accommodate those who aren’t as comfortable doing heavy makeup looks.
Morphe wants to “evolve” with the customers, Eden Palmer, Morphe’s VP of merchandising, said to Glossy.
Morphe 2 targets a younger audience like Generation Z, who are growing up in a heavily social media influenced world. That’s why having brand ambassadors Charli and Dixie D’Amelio, two popular social media personalities on TikTok, attract people to the brand.
“I want people to wear as little or as much as they want and feel confident,” Charli said.
Charli D’Amelio is also a dancer and is the second-highest-paid TikTok creator. She has amassed over 86 million followers and over 6 billion likes on her TikTok account.
She recently got a partnership with Dunkin Donuts to have her own drink “The Charli,” as a menu item. Partnerships and brand deals, like Morphe 2, are showing that TikTok has a big influence in today’s society.
Dixie D’Amelio is Charli’s older sister and she is a singer. She has over 37 million followers and over one billion likes on the app.
She is the third highest paid TikTok creator according to Forbes.
Dixie recently released a remix to her popular song, “Be Happy” and after a day, she has gained 2.3 million views on YouTube.
“With over 85 million combined followers on the social platform, the sisters epitomise the Gen Z audience Morphe is hoping to tap into,” Dazed said.
Morphe 2 originally launched on Jul. 30.
Dixie D’Amelio said, “this line is about bringing people together and doing exactly that.”
For instance, the makeup items in Morphe 2 promote buildable formulas that can often be applied to more than one area of the face.
In particular, an item like the illuminator can be added to your favorite moisturizer or with the mousse for your lips and cheeks.
Most products can be added to parts of your makeup routine that you already do.
The original products that were released with the launch included a brush collection and notably, the Hint Hint Skin Tint that came in 20 shades.
In an interview with Allure, Charli emphasized the positive message behind Morphe 2.
“With Morphe, we’re working together to show that you are beautiful, with or without makeup,” she said.