Morphe Launches New Collab With TikTokers Charli & Dixie D'Amelio After Dropping Jeffree Star
Weeks after Morphe announced it was cutting commercial ties with controversial beauty YouTuber Jeffree Star, the make-up brand has shared its newest collaboration. This time, it's joining forces with TikTok stars Charli and Dixie D’Amelio to launch new sub-brand, Morphe 2.
Marketed towards Gen Z-ers, the new brand will feature make-up that’s “simple yet stunning” and six main types of products, including foundation tints, jelly eye shimmers and glossy lip oils.
A presser via ELLE reads: "Morphe 2 offers a unique, Gen Z-friendly product range that promises to be the go-to for beauty enthusiasts looking for a fresh faced glow, without the full face beat. Morphe 2 invites all individuals to celebrate their varying relationships with skin care, makeup, and beauty."
hint. tint. glow. ✨meet #morphe2 🌸 the new line of light, multipurpose makeup that keeps it simple yet stunning, ft. @charlidamelio & @dixiedamelio. #morphe2xcharlidixie launch dates: ☁️ 7.30 on morphe.com, select morphe stores, @meccamaxima ☁️ 7.31 @sephoracanada ☁️ 8.2 @ultabeauty ☁️ 8.6 @bootsuk @theofficialselfridges @prettylittlething @feelunique ☁️ coming soon @themakeupspotnl
Charli, 16, told Allure: “With Morphe, we’re working together to show that you are beautiful with or without makeup. I want people to wear as little or as much as they want and feel confident.”
Older sis Dixie, 18, said she hopes Morphe 2 makes young people feel empowered. “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,” she said.
Earlier this month, Morphe shared that it would no longer be working with Jeffree Star. Morphe had stocked Jeffree Star Cosmetics; had the YouTuber appear at many of its US shopping centre events; and had also sold Shane Dawson’s Conspiracy Collection, a collab product with Jeffree and Shane. At the start of July, fans had noticed the collection had quietly been pulled from the store's online range – a big deal considering the palette was one of the most in-demand.
“Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliate products,” Morphe wrote in a statement via Twitter. “We expect this to conclude within the coming weeks. As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand.”
Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliated products. We expect this to conclude within the coming weeks. As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand.
— Morphe (@MorpheBrushes) July 10, 2020
Soon after, Jeffree Star Cosmetics released a response, saying the company was “shocked and extremely saddened by the decision”.
It continued: “Over the past 5 years we've accomplished amazing things together and released iconic products. We are proud of everything we've accomplished with them.”
Jeffree himself has yet to comment on the split.
Main Image Credit: Morphe
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