Insta-approved make-up brand Morphe to launch in Boots next month

The cult US brand is nearly impossible to get your hands on in the UK but will soon be available on the high street

Morphe launches at Boots

Morphe

28 August 2019

First came Fenty Beauty, then The Ordinary and now US-favourite Morphe is making the move across the pond to a Boots near you.

Founded in 2008, the Los Angeles-born brand has become a go-to for fans of a cut crease, a daring smokey eye or the ultimate contour, thanks to its selection of brushes, make-up palettes and highly pigmented powders.

Morphe's bold products have become a firm fixture in the makeup bags of ardent make-up lovers, largely due to the brand's regular appearances on various influencers’ social media channels.

Social media has been a guiding light for the brand’s marketing strategy. It's historically partnered with YouTubers Jeffree Star, Jaclyn Hill and James Charles to name a few, which have lent it a discernible amount of clout.

Its own Instagram account, which currently has just short of 10 million followers, features a series of kaleidoscopic painted eyelids and a quick search pulls up 1.4 million posts using the brand’s tag #MorpheBabe.

Morphe will be available at select Boots stores and online from September 12.

The Morphe x Jeffree Star collection will be stocked exclusively at Boots.

Let the make-over commence.

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Insta-approved make-up brand Morphe to launch in Boots next month

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