How Morphe fell from the TOP to BANKRUPTCY…

This video is about Morphe and their downfall over the years! Enjoy :)
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[@Dianne2597]

The way they treated their employees right before Christmas.. 1 day notice? inhumane. They only cared about the cash and it shows

[@angelikamakeup]

Honestly so unethical

[@Stanasaur]

Never would have expected morphe's flop era coming this soon, but its kinda funny

[@gracie3027]

i finally threw out my James palette this week and I’ve never felt such peace throwing away makeup

[@angelikamakeup]

that’s how i felt ages ago when i gave it to a younger family member 😭

[@celestiallzzz]

me too! mine was sitting for so long imo the formula wasnt even good either, the only shade i liked was the middle big champage shade for highlight but the rest was so overhyped

[@ScarletttEyes]

😂😂

[@e13kid]

🤣🤣

[@ladylecter8405]

I went to a beauty school in 2019 and this one girl basically had morphe everything and then they showed her the crown website and she looked so sad

[@footballcatsmiley]

loooooool

[@analinsaturria6845]

I’m glad you spoke about the issue with how slow the FDA is to look at beauty/cosmetics ingredients. It’s also very evident in sunscreen. I’m loving living in the Middle East where we get all the EU sunscreens with better ingredients and textures because there are dozens of sunscreen ingredients approved in the EU and Asia as opposed to like 8 in the US (new subscriber!)

[@chenry6406]

Omg this!! Whenever i go out of the country, i stock up on sunscreen because it’s always so much better than the greasy pilly formulas that turn white and burn the crap out of your eyes. No wonder so many ppl here hate wearing sunscreen!

[@Isabella_lovely]

Interesting how a lot of the influencers morphe had were questionable at best and sick at worst despite them being built on influencers.

[@issiep327]

I seriously never expected to see Morphes down fall 💀

[@angelikamakeup]

me neither!

[@LaFlor718]

Really?! No judgement at all, but the beauty influencers have been dying out on all plate for years. Imo Morphe relied to heavily on beauty influencer collabs and then pretty much all these influencers have gotten into so much mess, some that should have been prosecuted, I knew they were going down next. Even celeb lines aren’t doing as well as expected aside from Fenty, Rare and Haus Labs. Honestly my first big red flag was when Jackie Aina said a few years ago that she was no longer going to have a morphe promo code and now I’m recent years has a candle company and sells them out of Sephora. I said hmm… She isn’t pushing makeup after her one palette with Anastasia and pivoting. Then J. Starr selling yak meat of whatever meat he’s selling. Signs of the times.

[@GinaJ05]

@@LaFlor718 I think they're being ironic ;)

[@eric6cartman9]

love creators that post on Sunday evenings it lessens the Sunday scaries

[@angelikamakeup]

happy to help! ✨

[@hadleystrainge]

i worked in a mall next to a morphe store for a little while and the employees at the morphe store were given basically no notice that their store was closing. i think they were given a week and a half they said, not even a standard four week notice that the store was shutting down.

[@JonnaeAshely]

Makes sense on why there’s an influx of morphe, Jaclyn cosmetics and bad habit at tjmaxx and Marshall’s I wonder if glossier is going to file for bankruptcy soon

[@angelikamakeup]

Glossier just expanded to Sephora (I think) so I’m not sure!

[@khk1013]

glossier is changing some of their formulations so they're trying to get rid of old stock

[@fabh9674]

@@angelikamakeup yep! It’s coming to Sephora sometime soon and I’m so excited. I ordered the stretch concealer, skin tint, and You perfume and I’m so excited. They really should’ve gone to Sephora so much sooner

[@madelynmatulis4493]

I remember being 16 in 2017 and finally buying a Morphe palette because all the influencers said they were amazing, I had it for a few months and found that it didn’t last at all, all the colors swatched very similarly, and they didn’t blend well. I ended up getting rid of it. Was so confused, thought I maybe got a bad one but I got the 35O a few months later and it wasn’t any better

[@hufflepuffim5353]

Phoebe scurrying across the couch at the end was hilarious 😂

[@footballcatsmiley]

couldn't stop looking til i found this comment 🙏🏽🙌🏽

[@cailinanne]

I only ever had one of their smaller palettes and I hated it so so much. It was like child’s makeup quality. Don’t feel bad, they did it to themselves.

[@alaube9212]

I love these longer in depth videos on one topic. ❤ Also I think morphes popularity in part is a product of of that time in the beauty community where over consumption was the norm. As people’s collections have gotten so big, there hasn’t been a need to have these massive palettes with every colour orange or brown imaginable. I think people are shifting towards more curated colour stories and morphe didn’t evolve quickly enough with that consumer shift.

[@irelandcook8298]

I think too that many people have their personal favorites they use daily and there's a skincare trend going on now. So now the shift has turned into a complicated skincare routine versus a 30 step makeup tutorial

[@lllinai]

I’m not really into American makeup so I didn’t know. I have a morphe store at my local mall and every time I go the sales are even crazier (50 up to 75 percent off). I bought a bunch, and it’s fine like it’s not crazy good makeup like I thought it was. Now everything makes sense.

[@queenofneverland9007]

Yess! I love these long videos! I know it is kind of $tupid but they are so calming and comforting, makes me feel safe 💗

[@angelikamakeup]

that’s not stupid at all! 💗

[@itskashkashi]

That's how Tati videos used to make me feel, but don't get that anymore so appreciate these.

[@b_r_a_n]

obsessed with the thumbnail and your chin ontop of that headline😭😭

[@isabellecb]

I was hoping someone else would have noticed this, made me laugh 💀

[@b_r_a_n]

@@isabellecb same as soon as i saw it😂😭

[@angelikamakeup]

thank you! 😭💗

[@skykaneshiro5984]

The only thing I have from morphe is the collab palette with Pony Makeup and the only reason why I’m keeping it is cuz Pony isn’t problematic

[@marikallevik6926]

Okay but why don't we talk about Anastasia anymore? What did I miss? 😬🙈🙈👏🏻

[@lotte4369]

Such a late reply, but Apparently the owner of ABH is pro Poetin and liked a bunch of pro poetin insta posts which is obviously just really icky...

[@maksmith7973]

I bought one eyeshadow palette from morphe when I was in high school (the peak of morphe-influencer era) and used in maybe twice? I realized very quickly how overrated they were (for me personally. I know products work different for everyone). I just wanted something more even if that meant paying a little more.

[@angelikamakeup]

i tried a few things and came to the same conclusion!

[@Grace_ingrid]

There should be a law that requires businesses to tell employees of a planned store closure for that reason, if they were trying to keep face for the brand instead of taking care of their employees that is putting capitalism over human lives… bad look! And I just bought some things from morphe for the first time ever from that purple collection 😂

[@lizstyla88]

In Australia if you have a full time position your employer must give you minimum 4 weeks notice. Hearing some of these workers are just getting 2 weeks pay should be illegal!

[@MELLMAO]

Capitalism always puts profit over everything, including human lives

[@angelikamakeup]

I don’t know how or why that’s not a thing! SO unethical!

[@chandulovespurple]

@@lizstyla88 in India too! You can't just fire people with little to no notice! You can actually sue the company here. I guess the US just has some warped laws there(which is not rare, i suppose)

[@MoniYakova]

Those laws exist in Europe. The US is just weird

[@flowerspolkadots6025]

Things like companys giving their employees a 2 days notice is why you need labour laws

[@angelikamakeup]

100% agree!

[@madisynalbanes1211]

I really miss your makeup videos and your project pans!!! They were my favorite and got me into the panning community 💜

[@liquidfruitloops4448]

Lol I work at ulta and we have stacks of morphe pallets that don’t sell so I’m not surprised they’re flopping

[@Breannamay98]

Yes!!! I was waiting for you to make this video ever since I heard about this!!! Yes girl give me the tea 🫖 ☕️ ❤❤

[@marievdw6092]

i really love watching your videos while going to sleep!! i have difficulty calming down before bedtime and your videos help a lot ❤

[@angelikamakeup]

💗

[@celiarose5103]

Just found your channel and love it! I was wondering if you could do a video on Glossier and their allegations of a toxic work environment and racism? One of my friends is a former employee (she worked in corporate) and told me a bit about it and how they were too ambitious with their scaling. Thanks :)

[@KarlyNicole]

I hope whenever they open a new company/business endeavor (which they will) people remembered how they treated their employees. I know they have the website still but that's probably just to off load the warehouses.

[@awesumselenafan]

I don’t use makeup but didn’t expect their downfall

[@ajaysworld93]

The only thing I’ve ever liked from morphe is the setting mist. I got an eyeshadow pallet from a beauty box and Hated it !!! Patchy and crumbled I threw it right away.

[@angelikamakeup]

Me too! Actually a really good product!

[@KaylaSmith953]

I love the setting mist and the eyeshadow primer, haven’t tried much else!

[@Isabella_lovely]

I was just watching one of your videos and then this comes out 😊

[@angelikamakeup]

✨

[@jadebradley2767]

I’ve been waiting for this one!!!

[@angelikamakeup]

✨

[@nathanjames9246]

I would be super interested if you could do a whole in depth video about the history or makeup, promotion, trends that kinda thing. I know you hint on EVERYTHING and drop bits in here and there. I was just thinking about how consumers these days are now choosing to spend their money wisely on cosmetics after the “collection” era. We’re no longer buying products for the brand or the promotion or the packaging and it’s now predominantly focused on quality. It would be so nice to have it down in one video , because it’s a huge spider web. It’s for multiple reasons, move to online shopping, covid, fall of influencers, recession (technically because I feel like we’re going into one), new social media platforms (read TikTok). I think it’s a huge topic to discuss and there’s so much you could put into it in one video.

[@sleepysleepy4269]

Happy birthday Izayah🎉❤

[@lizstyla88]

Problem is there products aren't really that amazing quality in the 'drug store' price range. Actually some of their products are quite expensive in Australia. However, their products are definitely not high quality and honestly there is nothing innovative about them so I'm not surprised they have gone broke.

[@angelikamakeup]

Yeah the prices aren’t as affordable as they were made out to be!

[@irelandcook8298]

The only thing morphe I own is the Jeffree×Morphe pallet. My mom had gotten it for my birthday a few years back and I've not used it much since. You can tell the quality isn't the greatest and I never understood why people would support a brand that took so long to drop someone like James Charles

[@lizstyla88]

I bought the brushes from that collab when they were on sale, after Morphe cut ties with Jeffree Star and they were the worst quality brushes I'd ever used. Threw them away 😢

[@spaceybun]

the setting spray is like the only morphe product I’ve used as well lmao

[@PRM77]

Im obsessed with that mascara, I need to know the name because wow girl WOW, stunning as usual

[@KarlyNicole]

Agree

[@angelikamakeup]

it’s a polish brand called Wibo!

[@PRM77]

@@angelikamakeup I believe we have in Spain too! I'll definitely try it, thanks!! :)

[@naomim66]

Put it perfectly 👏🏼👏🏼

[@eb2843]

I go to the mall all the time, and I’ve been in the morphe once in 5 years. the quality was never very good to me but the prices align with the quality at least

[@crystalynaurelia300]

what it means by Jaclyn having money owed to her by morphe (or rather, morphe's parent company) being in dispute most likely means is that morphe is likely saying that they do not need to pay Jaclyn her $2 mill for whatever reason. Either they don't think they should pay Jaclyn at all, or they don't think they should pay her $2 mill. whatever the reason, morphe and their parent company don't believe they should have to give Jaclyn $2 mill

[@teac9490]

there's morphe stores in australia but they've been on sale for awhile now, wondering if they'll shut down too

[@jadedalaska]

I love this thumbnail. It looks like she's resting her head on the article title and it's kinda cute lol

[@angelikamakeup]

Thank you ✨

[@Lets9255]

I feel a little stupid. The only thing I knew/heard about morphe was the James Charles palette and I thought James Charles owed morphe and it was his company. Like i didn't know his palette was a collab. I feel so dumb.

[@dulcweee]

tbh i think Morphe flopped because they didn’t change when the makeup scene changed. The whole full face birthday makeup matt lipstick thing just isn’t popular anymore, and that’s basically their whole brand. Whats more popular now is minimal/subtle glossy makeup and tbh i think skincare is kinda overtaking makeup. Morphe still market to the 2016 makeup scene when weve all moved on :/

[@angelikamakeup]

Completely agree!

[@Galworld761]

The pandemic gave people down time to focus on self care like skin care. They were on video and wanted to look nice but did not want a full face of make up. There is also an anti hyper consumerism trend. Buying make up you cannot use up before expiration is a WASTE of money. People got tired of making rich influencers richer while they have to clip coupons.

[@vzxlid]

I clicked so fast omg 🙌🏽

[@angelikamakeup]

hello 💗

[@kdiebeucijdwhwu]

I really did not see this coming wow

[@raychell1]

Even the pmg huetopian dream palette, 2 of the matts are "pressed pigments" but ive seen no one panic about it the same way like with colourpop or morphe

[@Joxxai]

Angelika could you do a video of brushes you recommend 😭I got morphe eye brushes when they were super popular and they’ve never really delivered

[@angelikamakeup]

I’d say Sigma is my fave overall but I got a Colourpop brush set recently in PR and it’s solid quality mainly for a lower price!

[@Joxxai]

@@angelikamakeup queen thank you 🫶🏼

[@kaelynevans1874]

The only product I ever bought from Morphe was their collaboration with KathleenLights. I loved that palette, and used it constantly; alas, I had to throw it out because it was old, but I would love to find some dupe to that palette.

[@Legally.Elizabeth]

I’m a bankruptcy lawyer. In dispute just means that the debtor and creditor disagree as to the amount owed and will likely have to litigate the claim for the court to determine the correct amount owed.

[@classicality4747]

They changed the jaclyn hill vol 1 formula too, it was awful when I tried it in 2020

[@conniest.germain260]

Girl what mascara is that? I want your lashes so much

[@angelikamakeup]

It’s a polish brand called Wibo!

[@NiinchaSm]

hi Angelika, what is the first foundation brush that you are using? thank you!

[@angelikamakeup]

It’s a Sigma F85 airbrush foundation brush!

[@amandalouisebeautyandtom]

I don't understand why there fileing for bankcrupsy when in the UK stores are staying open I went into my local store and the saff have been told there staying open

[@ugnej]

what is the pink shimmer/topper eyeshadow used around 22:40?

[@angelikamakeup]

It’s the light pink shimmer from the Viseart paris edit palette!

[@hellatras.h]

Do we get an update to the project pan?

[@Rainbowofthefallen]

Just Commenting for the algorithm 👍

[@angelikamakeup]

Hello 💗

[@naturallybornthisway]

The only thing I bought was a Jeffree eyebrow brush and a pony collab. The brush was alright the eyeshadow wasn’t great. Never bought from them again

[@tusekilenontobeko6272]

I thought I was crazy for thinking Ariana has no interest in the make up business.

[@xchelseaxannex284]

The only morphe products I’ve ever used were a few morphe 2 products. The original morphe products were of no interest to me even when they were popular.

[@etnicia7973]

Don’t like morphe but In their defence about not managing things logically during a declining economy… i think it’s kinda difficult to just do all of the logical things in a situation where responsibility and pressure is piling up. And they are, despite all, rubbed by people and owned by people. Idk

[@ntiadicted]

You say about marketing "Just organic, something blowing up on TikTok works". Yeah, FOR NOW! Because TikTok is the coolest thing at the moment. Wait four years, and nobody cares anymore about these tiktokers, cause something new has come up again and replaced TikTok.

[@angelikamakeup]

Very true! But I think regardless of the platform people like more organic marketing rather than influencer PR

[@ntiadicted]

@@angelikamakeup I'm sure you are right about that. But things change so quick these days. Just few years back YT influencers ruled the beautycommunity, then everything changed like overnight with cancel culture. So no doubt in a few year nobody cares about tiktokers anymore and something new comes along and replaces it. Just have to wait and see, I guess🙂

[@MissimoCat]

Rare opinion, but I’m actually really sad about that. I have a lot of morphe products from their sales (every black friday they have everything 50% off in the uk stores) and I honestly loved all of their products so far. Especially in the states, they’re so affordable and imo, the quality is better than other brands in similar price range. I’ll miss them

[@melsyoutube]

your lashes!!! 🔥 learning about the FDA thing was interesting, also i agree that rem is trash and ari doesn’t seem (or have the time to be) passionate at all

[@vanitsuu]

does anyone know a dupe of the charlotte tilbury eye pencil?

[@melissapetzer3560]

Them kids can pry dewy makeup and soap brows from my cold dead hands

[@vanessap.1448]

OMG, what mascara is that?

[@angelikamakeup]

It’s one I bought in poland! (brand is called Wibo)

[@Tor.e]

Can we talk about your skin before makeup??? ✨

[@Tor.e]

Also as a girl dry AF, I will simply never wear matte makeup

[@GlowandLuna]

She looks exactly like Mak from the prodcast

[@paigejohnson9201]

no fr the only morphe i have is the james charles palette and a 9 pan and 3 brushes i got from a boxycharm ages ago. colourpop has way better quality and is more ethical imo

[@paigejohnson9201]

i am a fan of jaclyn cosmetics though

[@FacelessandTwisted12]

Ethical in what way? They are purposely trying to be the makeup version of fast fashion.

[@angelikamakeup]

Completely agree!

[@kaya.serrano1693]

Wait so does that last bit mean that the theory/claim of Jefree Starr being a “secret” investor in Morphe which was the reason why him and the brand kept pushing each other and had such a tight knit relationship, was true. I remember shortly before dramageddon 3, there was a video of Jeffree bragging about how he was secretly an investor in Morphe to a Morphe employee which then drew criticism bc it meant that there was more of an angle in Morphe constantly pushing Jeffree’s products and vice versa. But then immediately after, it was “debunked” and it still made Jeffree look bad bc he has been caught lying and backpedaling to save face at this time. So if that part about Morphe possibly owing these influencers money bc they might have been investors… then Jeffree bragging about being an investor a few years back was true… I guess the saying of a broken clock being right twice a day is true.

[@angelikamakeup]

That’s super interesting!

[@melaniegorniak3803]

Morphe needed to stop duping themselves with the same ole same ole big palettes that looked exactly the same the mattes were workable but their shimmers just garbage total garbage, not to mention undisclosed sponsorships and discount codes I think JC was a bigger problem than J* they both suck but James sucks more and they hung on to him for dear life before they kinda distanced themselves from him .

[@slickjumpedoverthelazydog]

Mophie not a fan of their eye shadow pallets

[@roselol7398]

Is anyone even mad? Their product quality and customer service was never there

[@Maryahfelicia]

They have a phone number to call for customer service and it never failed me

[@oliviahegarty1959]

okay I may have heard this wrong but did I hear that Simon cowel owns forma? As in your man from xfactor?😂

[@angelikamakeup]

Different Simon!

[@LyingOnMyLilo]

Ariana Grande has recently posted a few videos promoting Rem. I wonder why…

[@slickjumpedoverthelazydog]

Mophie makeup is very Sammy

[@morgianasartre6709]

Who is Sammy?

[@jyslog]

basically morphe a cash grab and it back fire on them

[@melissapetzer3560]

Ur not talking about CP anymore?

[@mudvayneknotquadra8037]

No offense but it was about time. If product doesn't hold up that will catch up.

[@intothemystic5223]

Your dog wants to play ball

[@carlfarmm]

gorgeous ahh

[@bruisedviolets]

it’s about time for morphe to flop lolz

[@user-ur4io5lh5s]

_hitched their wagon fad-influencer produce sales queenie games_

[@maxkfuller]

Hi! engagement comment

[@angelikamakeup]

Hi ✨

[@ritamariavasconcelos6870]

Hello Hope all is well. I knew about Morphe but as in my country I don't have any strore selling it , I just had items from Advent Calendars, 1 gave to a friend as Christmas present, other was wrong for my skin.... Just want to asked, what is the makeup brushes you use, as 1 in particular I would like but can't find it? Keep safe Thanks

[@heatheralawawda6490]

Have you ever had the displeasure of listening to Manny and Laura’s Fool Coverage podcast? It’s terrible

[@tuschi8039]

I didn't....yet. 😂 it sounds like you sacrificed yourself for the greater good. Thank you for your service 😘

[@ntiadicted]

I am highly satisfied with my Jaclyn Hill Face Brush set. It's really good quality. I also have few of Morphe's lipsticks and they are just fine. So I think this whining about how BAD Morphe quality is is kinda ridiculous, because they work just fine considering how affordable it is.

[@angelikamakeup]

I think they’re very hit or miss! Glad you had a good experience though

[@ntiadicted]

@@angelikamakeup I did. And sorry if my response came off as rude but I've just watched so many complain about how bad all the brushes are and I've never had a problem. They work great and can hold up to washing them. I haven't bought any of the newest collabs, so I don't know if problems lie there, but the JH brushset and the plain morpe ones I have work like any other qood quality brush.

[@Skyehye3113]

I’m torn because James Charles pallete have my perfect brow shade and I can’t throw it out 🥲

[@carolferreira705]

Throw it out is a stupid move. Sorry, I don’t wanna be rude. But you already have paid for it, Morphe and James Charles have your money. So what’s the point of wasting the product? Use it up and enjoy it.