As part of the sale, the company has entered Chapter 11.
In 2019, according toBloomberg, Morphe reached $400 million in revenue.
But there’s a risk in relying so heavily on influencers and social media buzz can fade quickly.
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(Star had been accused of using racist language and Charles faced sexual misconduct allegations.
Morphe severed ties with both.)
So far, Forma’s pivot has not been enough.
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Morphe has shut down its brick-and-mortar retail operations.
Wild has exited her brand, Playa Beauty, andfiled a lawsuitlast month for $15 million in damages.
AndChamberlainis no longer affiliated with Bad Habit.
Arguably the biggest feather in Forma’s cap,Ariana Grande, is acting like moving full-steam ahead.
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