Photos show the rise and fall of the influencer-led makeup brand Morphe, from fans waiting hours to shop in its stores to empty shelves

Amanda KrauseJan 11, 2023, 05:43 IST

A shuttered Morphe store in Paramus, New Jersey, on January 5, 2023.Amanda Krause/Insider

Morphe was previously one of the most successful beauty brands to come out of the influencer space.
But it's faced challenges in recent years and closed all its US stores at the start of 2023.

Morphe started as a trade-show business in 2008 selling makeup brushes.

Morphe makeup brushes at the brand's store in Las Vegas, Nevada, on June 16, 2018.David Becker/Stringer/Getty Images

The brand later expanded to offer makeup and opened its first retail location in 2013.

A shopper carries a Morphe bag at the brand's Las Vegas, Nevada, store on June 16, 2018.David Becker/Stringer/Getty Images

Influencers helped Morphe grow rapidly.

The Jaclyn Hill x Morphe eye-shadow palette at the brand's Las Vegas store.David Becker/Stringer/Getty Images

Internet celebrities were there to help Morphe open stores across the US.

Jaclyn Hill cuts a ribbon at a Morphe store opening in Las Vegas, Nevada, in 2018.David Becker/Getty Images for Morphe

At the time, Morphe's small shops were the only place to buy its in-demand products in person.

A collection of Morphe brushes curated by Manny MUA at a Las Vegas store in 2018.David Becker/Stringer/Getty Images

These grand openings quickly became massive events for beauty fans.

Beauty fans wait to shop at a Morphe store on opening day in Las Vegas, Nevada.David Becker/Stringer/Getty Images

Huge crowds also gathered to see influencers like James Charles at these openings.

James Charles sings at a Morphe store grand opening on December 1, 2018.Eugene Gologursky/Stringer/Getty Images

In other cases, new makeup releases were enough to cause chaos at Morphe stores.

People wait in line to buy Jeffree Star Cosmetics makeup at a Morphe store in 2019.Amanda Krause/Insider

By the summer of 2019, Morphe was estimated to be worth $2 billion.

Beauty fans gather outside a Morphe store grand opening on December 1, 2018.Eugene Gologursky/Stringer/Getty Images

But as quickly as Morphe shot to fame, the brand also swiftly faced the consequences of working with influencers.

People shop the Jeffree Star Cosmetics Blood Lust collection in February 2020.Amanda Krause/Insider

As influencers found themselves embroiled in big controversies, Morphe started to tweak its business model.

People shop at a Morphe store in Las Vegas, Nevada, on June 16, 2018.Gabe Ginsberg/Stringer/Getty Images

During the pandemic, Morphe employees started noticing major discounts on items in stores.

A display of Morphe x Ariel signature brushes at a closing Morphe store in Paramus, New Jersey.Amanda Krause/Insider

Shelves also became sparse between 2021 and 2022 — even as new brands and products were introduced.

An r.e.m. beauty display at a New Jersey Morphe store in August 2022.Amanda Krause/Insider

At the end of December 2022, employees said they found empty stores when they went to work and were laid off hours later.

An empty Morphe makeup store in Paramus, New Jersey, on January 4, 2022.Amanda Krause/Insider

Morphe confirmed on Thursday that it's shuttered all brick-and-mortar stores in the US.