Beauty giant Morphe has announced that they are launching a new sub-brand for “babes who prefer a lighter, low-key look” called Morphe 2.
This isn’t just another celeb collection though, this is a WHOLE NEW BRAND and it’s faced by TikTok queens Charli and Dixie D’Amelio.
Morphe is known for their pigmented, bright shades, and often collaborate with beauty influencers who love a full-face-glam look such as James Charles and Jeffree Star (although that one didn’t finish on the best of terms…). The new Morphe 2 is aimed at a slightly younger demographic, who are into a more natural and light make-up style.
Since 2019, make-up sales have been on a decline, which is partly due to the fact that there are so many make-up brands we can barely keep up, and also due to gen z’s love for no make-up make-up looks that focuses more on skincare than glam.
Charli and Dixie have over 85 million followers combined, and are the perfect faces for this new brand. The gorgeous sisters are dancers, and both tend to wear minimal make-up looks in their videos. There has been a huge shift in make-up influencers using TikTok to show off their looks (and video editing skills), so this influencer choice is very apt.
Morphe 2 launches globally on the 30th July – a date for the beauty calendar!