Gen Z targeted make-up brand Morphe has tapped rising beauty star Meredith Duxbury to front its latest blush collection.
Boasting 14 million followers on TikTok, the 23-year-old has garnered a rapidly growing following for her make-up and skin care tutorials, which has seen her team up with brands including Maybelline and e.l.f. Cosmetics.
Now, she will be the face of Morphe's Making You Blush collection (from £12), which comprises a variety of multi-purpose skus for the face and eyes.
“Meredith Duxbury was the natural choice for us to tap to be the face of the Making You Blush Collection,” said Alison Nadel, Director of Social Media and Brand Marketing at Morphe.
“She is known by over 14 million people on TikTok as the queen of complexion and as a top beauty trend driver, she has been an amazing partner in determining how this collection comes to life.
“She’s fearless in her artistry and we’re so excited to have her join the Morphe fam.”
The collection stars two Artistry Palettes, including Va-Va Bloom, which includes 18 matte and shimmer blush tones in shades from a pale pink shimmer to a matte maroon; and the Petal Passion palette, featuring nine shades from Go To to Oh Hey Bouquet (a coral shimmer) and Her (matte blush pink).
The Blush Balm Soft-Focus Cream Blush, meanwhile, is designed to melt into cheeks.
For sheer-to-buildable matte colour, with a water and sweat-proof formula, the sku is infused with moisturising murumuru and cupuacu butter.
Morphe has developed the product in five shades from Notoriously Neutral to Mighty Mauve.
Meanwhile, the brand's Sculpting Powder Blush features a talc-free pressed powder formula that is said to provide buildable, blendable and transfer-proof colour.Infused with plant-derived squalene, organic grape seed oil and hyaluronic acid, it is available in five shades from Playful Pink (light pink) to Copper-tunity (deep brick red).
Completing the line is a selection of make-up brushes including Morphe's new Cream & Powder Blush Brush, and an 8-piece Flash of Rosé brush set – a limited edition collection of rose gold brushes for the eyes and face.
More on Gen Z beauty trends:
- Cosmetics Business reveals key Gen Z beauty trends in new report
- Which beauty influencers are on the TikTok Rich List 2021?
- The average engagement rates you can expect from beauty branded influencer content
Duxbury is the latest in a long line-up of beauty influencers Morphe has teamed up with since its debut in 2009.
Since cutting ties with controversial beauty figures James Charles and Jeffree Star, the likes of Mmmmitchell and UK radio presenter Daisy Maskell have fronted recent launches, as well as a collaboration with LGBTQ+ activists for its Pride 2020 collection.
The brand has also ramped up its retail and bricks-and-mortar presence in recent years, expanding into India's beauty market via a link-up with retailer Nykaa and opening its debut Welsh store in Cardiff last year.