It is the beauty empire known for its collaborations and Instagram-makeup aesthetic, but now Morphe is in fact morphing, with its new brand announcement.
The sub brand, aptly named Morphe 2, is steerings towards sheer, multipurpose product formulations aimed at Gen Z.
Morphe 2 will be fronted by TikTok-mega stars, Charli and Dixie D’Amelio, who have more than 144 million followers across social channels.
"It's so important, especially for teen girls to have access to a brand like this. I love that Morphe 2 can be both colourful and fun but also natural and affordable," Charli told Allure.
"We don’t hide anything on TikTok and this line feels very aligned with what we stand for. We want to show that blemishes and acne are okay. I love how natural, fun, glowy, and fresh Morphe 2 is," Dixie added.
The product range includes: Hint Hint Skin Tint, a 20-shade fluid tint with buildable coverage; Wondertint Skin & Lip Mousse, for use on lips and cheeks; Gloss Pop Face & Eye Gloss, a multipurpose clear gloss; Jelly Eye Shimmer; and Glassified Lip Oil.
"We also want to continue to spread positivity and happiness. I’m the most confident when I'm around people who support me and this line is about bringing people together and doing exactly that," said Dixie.
Morphe 2 launches on Morphe.com on July 30, 2020. Check out the promotional video below: