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Morphe Cosmetics beauty retailer, that offers professional-grade makeup tools and formulas at affordable prices, is closing all of its stores in the United States. The company confirmed the closures last week, and employees were said to have been shocked by the announcement.
Morphe Cosmetics is headquartered in Los Angeles, California, and it is known to specialize in the digital retail direct-to-consumer distribution of its beauty and personal care products. It typically enters into partnerships with social media influencers to market its goods, but now, it has made the decision to shut down its outlets in the country.
The company said that while the stores are closing, outlets outside of the U.S. will still be in operation. According to NBC News, the notice of store closures angered many employees as they claimed to have been “left in the dark” for weeks, which means they were clueless about the shutdown; thus, it came as a big surprise.
A number of Morphe Cosmetic’s employees aired their disappointments via TikTok, and in their posts, they added the hashtag #justiceformorpheretailemployees. The enraged staff called out the company for its lack of transparency regarding the ensuing layoffs.
Social media users who saw the employees’ posts were said to have responded by criticizing the cosmetics firm in support of the workers. They also called out the brand for not telling anything to the staff while the stores were already running out of stock.
Then again, many beauty experts said Morphe Cosmetic’s store shutdowns were not unexpected because it has been experiencing financial difficulties on top of legal issues for years.
The brand’s reputation was also damaged along the way, and as a result, the business decline led to the discontinuation of the store operations in the U.S. In any case, WWD reported that customers can still shop for Morphe’s products online and at select retailers and stores overseas will remain open.
“Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the company’s wholesale and e-commerce operations going forward,” Morphe Cosmetics’ spokesperson said in a statement. “We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop.”
Photo by: Kelly Sikkema/Unsplash
