Pure Beauty

Morphe lands retail deal with Feelunique for hero products

By Becky Bargh | Published: 7-Jul-2020

Available online will be a range of the brand’s collaborative collections with influencers including James Charles and Jeffree Star

Cult indie brand Morphe has landed a retail deal with e-commerce beauty site Feelunique.

The online retailer is set to stock a range of the brand’s hero products including its hero 35-pan eyeshadow palettes.

Also available will be Morphe’s collaborative collections with MUA influencers James Charles and Jeffree Star, and former Dance Moms star Maddie Ziegler, which hit shelves last month.

Today, the brand is available online via Cult Beauty, Pretty Little Thing and Lookfantastic.

Over the last 18 months, the brand has directed its attention to expanding its bricks-and-mortar presence in the UK.

Between November 2018 and September 2019, it welcomed customers to four standalone beauty stores in London, Liverpool, Birmingham and Manchester.

At the Birmingham opening, Charles was invited to make a guest appearance, which saw the city grind to halt as 8,000 youngsters descended on the city’s Bullring shopping centre.

The announcement also comes less than 12 months after Morphe landed a space on-shelf at Boots, the brand’s first in-store partner outside of its own branded stores.

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