Morphe

Morphe was founded in 2008 in Los Angeles by siblings Chris and Linda Tawil, starting with affordable professional-grade makeup brushes before exploding into high-pigment eyeshadow palettes and full color cosmetics. Through aggressive influencer partnerships in the 2010s — Jaclyn Hill, James Charles, and others — Morphe became a defining brand of the YouTube-makeup era, reaching reported revenues north of $200 million.

After parent company Forma Brands' 2023 Chapter 11 bankruptcy and the closure of its US stores, Morphe pivoted back to a digital-first model and remains widely available online and through retail partners. The brand is still best known for its expansive, pigment-dense eyeshadow palettes and broad brush range at accessible price points, which makes it a frequent budget reference point against pricier artistry palettes.