Morphe has closed all of its US stores effective immediately to focus on its wholesale and e-commerce operations.
The Gen Z-focused make-up brand revealed on Twitter that it has shut nearly 20 stores.
“We have made the difficult decision to close all Morphe stores in the US,” it posted.
“We are forever grateful to our store teams for their passion, talent and dedication over the years.
“Customers can continue to shop Morphe online and at select retailers.”
The company said its bricks-and-mortar stores outside the US will remain open.
Morphe turned off the commenting function so users could not reply to the Twitter post.
A spokesperson for Morphe’s parent company, Forma Brands, told Cosmetics Business it made the "strategic decision" to focus on its wholesale and e-commerce operations.
"Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the company’s wholesale and e-commerce operations going forward.
"We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop.
"Connecting with consumers around the world through beauty stands at the center of everything we do.
"While we have loved welcoming customers into our stores, we look forward to focusing on the foundational areas of our business.
"Including our wholesale partnerships, robust e-commerce footprint and innovative brand marketing strategy."
Morphe's bricks-and-mortar stores outside the US will remain open
What is happening at Morphe?
Late last month, several Morphe employees took to TikTok to criticise the brand.
Some staff claimed they were awaiting impending closure because their stores were empty and had no stock to line shelves.
Others called out the retailer for giving them little notice that their stores were being closed down and described massive sales and surprise layoffs.
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