Gen Z Lowdown

Morphe goes after Gen Z

In an attempt to keep up with the latest customer trends, Morphe has launched its first sub-brand called Morphe 2.

In an attempt to keep up with the latest customer trends, Morphe has launched its first sub-brand called Morphe 2.

Morphe 2, which launches on July 30 at Morphe and on Aug. 2 through Ulta (online and in stores) in the U.S., is Morphe’s answer to the no-makeup makeup look popularized by brands like Glossier and adopted widely by Gen Z.
“Morphe 2 is coming from a look at the marketplace and [seeing] how customer preferences are changing,” said Palmer.
The choice to launch its sub-brand with newer social media influencers comes on the heels of Morphe announcing on July 10 that it would cease “all commercial activity” related to Jeffree Star and his affiliated products, stating that it would conclude in the coming weeks.