Cherry Hill Morphe Store Closes, Alongside Rest Of U.S. Locations

CHERRY HILL, NJ - Makeup brand and retailer Morphe has shuttered all its 27 U.S. locations, including one in Cherry Hill, the company confirmed.

“We have made the difficult decision to close all Morphe stores in the U.S. We are forever grateful to our store teams for their passion, talent and dedication over the years,” the company said in a tweet earlier this month.

“Customers can continue to shop Morphe online and at select retailers. Morphe stores outside the U.S. will remain open,” the Los Angeles-based brand later wrote. There are over 200 Morphe international locations.

Dwindling sales have also plagued the beauty brand as sales plummeted from $500 million in 2020 to $295 million in 2021, Business of Fashion reported. The brand, popularized by YouTube beauty gurus at the forefront of maximalist makeup trends in the mid-2010s, also lagged to follow more recent Gen Z beauty trends of minimalist makeup and skincare routines, per NBC News.

Last October, the brand considered filing for Chapter 11 bankruptcy, Women’s Wear Daily reported. FORMA Brands, Morphe’s parent company, filed for Chapter 11 nearly a week after the store closing announcement.

“FORMA Brands has agreed to be acquired by a group of its investors in a court-supervised sale,” Morphe tweeted Jan. 12. “This doesn’t impact the Morphe products that you love, and we will continue to launch new products.”