Images Present the Rise and Fall of Magnificence Retailer Morphe
However as shortly as Morphe shot to fame, the model additionally swiftly confronted the results of working with influencers.
In 2018, Morphe and Hill confronted backlash when early reviewers of their collaboration Vault eye-shadow palettes mentioned the make-up was poorly made. The launch was swiftly delayed, and the model’s fame took successful.
Problematic habits from influencers who labored with Morphe was additionally unearthed and mentioned on-line.
Magnificence followers uncovered racist tweets from YouTuber Laura Lee months after Hill’s palette drama, and Morphe quietly removed Lee’s products from store shelves — although the model by no means publicly commented on the scandal and didn’t reply to Insider’s request for touch upon the matter on the time. Lee posted a tearful apology video to YouTube in August 2018, by which she mentioned she was sorry for disappointing followers and hurting individuals on account of her tweets.
Even influencers who appeared to thrive within the face of controversy, like Jeffree Star, could not maintain Morphe afloat.
When Insider visited a New Jersey location in February 2020 for the launch of Star’s Blood Lust assortment, it was a drastically different scene than the influencer’s earlier launches there. At that time, Star had publicly confronted accusations of racism — which he apologized for in a 2017 YouTube video — in addition to backlash for public feuds with different in style influencers and stars, together with Kat Von D.
The Morphe retailer had seemingly ready for enormous crowds with line markers and safety, however lower than 30 individuals have been in line an hour earlier than the shop opened.
The New York Times reported on the phenomenon in 2022, saying the retailer had fallen from grace with Gen Z due to its relationship with controversial influencers and a shifting cultural curiosity in skincare over make-up.
Source link