After receiving criticism for firing employees and displaying empty shelves in stores, Morphe Cosmetic stated that all of their locations will be closed and that they will concentrate on internet shopping.
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After employees used the hashtag #justiceformorpheretailemployees on tiktok to expose the working conditions, the firm made the decision to close all retail outlets. After tiktok users accused Morphe for allegedly failing to warn staff of the issue as inventory ran low, the company came under fire.
Morphe is well recognized for its partnerships with YouTube celebrities like James Charles and Jeffree Star. However, due to each of their individual scandals within the YouTube beauty community, the firm severed connections with the two. The business, which debuted in 2008, rose to fame for the introduction of its affordably priced eyeshadow and other cosmetic products.
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The company confirmed the news in a statement posted to Twitter and issued apologies to customers amid the backlash.
“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. Customers can continue to shop Morphe online and at select retailers. Morphe stores outside the U.S. will remain open.”
According to NBC, Morphe also faced multiple lawsuits involving unpaid rent for one of their locations, false advertising, and other issues. Some of their employees said they received a notice about being laid off a day before the announcement during Zoom meetings.
Some of the videos that were placed under the hashtag were deleted off of Tiktok despite it gaining 75 million views.