(Photo: Morphe)
Morphe collabs with TikTok stars for new sub-brand
“Babes who prefer a lighter, low-key look” will want to get in on the new Morphe 2 collection, a makeup line born out of Morphe and is fronted by TikTok stars (and sisters) Charli and Dixie D’Amelio. The signing of Charli and Dixie comes after Morphe’s announcement that it is cutting all ties with Jeffree Star.
Although Morphe is known for heavy, Instagram makeup, the new Morphe 2 range targets a younger demographic, especially those who are not into those heavy looks. The past few years have seen a preference for a natural, ‘no makeup, makeup look’ and as a result, more women have focused on skincare rather than cosmetics.
Meet our Jelly Eye Shimmer from #morphe2 ✨✨
Show a li’l shimmer with just one swipe. This unique, bouncy formula easily delivers a buildable dimension and dries down quickly with zero fallout for a fresh new spin on sparkle. ✨✨#morphe #blendtherules #eyeshimmer pic.twitter.com/92uGJbgIF7— Morphe (@MorpheBrushes) July 26, 2020
Due to the ‘no makeup’ trend, Morphe is attempting to tap into the market with products like their Hydrating Skin Tint, which is available in 20 shades, sheer lip oils, and more.
Because Charli and Dixie D’Amelio are both dancers, the two TikTok celebrities typically opt for minimal makeup looks in their videos. And with 85 million combined followers, signing Charli and Dixie to be the brand ambassadors was a smart move for Morphe, especially as more makeup artists and gurus post their looks and tutorials on the social media platform.
By: Maytinee Kramer
