Morphe is launching a new sub-brand called Morphe 2 with Charli and Dixi D'Amelio
American cosmetics company Morphe has announced the launch of a new sub-brand aimed at "babes who prefer a lighter, low-key look".
Yes, Morphe 2 isn't just a collection, it's an entire new range, fronted by TikTok stars (and sisters) Charli and Dixie D'Amelio.
While Morphe is known for their heavy, Instagram makeup looks thanks to their collaborations with Jaclyn Hill, James Charles and Jeffree Star, Morphe 2 is aimed at a younger demographic, who aren't into those heavy glam looks.
Since 2019, makeup sales have been in decline, partly due to over-saturation in the market, but also due to gen z's preference for a natural, 'no makeup, makeup look' that focuses more on skincare, than cosmetics.
Morphe is clearly trying to tap into that market with products like their Hydrating Skin Tint (available in 20 shades), sheer lip oils and face and eye glosses.
With 85 million combined followers, signing Charli and Dixie to be the brand ambassadors is also a targeted move, as makeup fanatics move from YouTube to TikTok.
However, the signing may come as a surprise to some, seeing as both sisters are dancers, rather than beauty influencers, both opting for minimal makeup looks in their videos.
The announcement comes after Morphe's announcement that they are cutting all ties with Jeffree Star.
The brand first pulled his Conspiracy collection with Shane Dawson following his recent controversies, before announcing they were ceasing "all commercial activity related to Jeffree Star and affiliated products."
Morphe 2 launches globally from 30th July with prices ranging from £10 to £24.
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