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The unleashing of a rule-breaking global beauty brand
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City at a standstill: Morphe x James Charles

Birmingham gridlocked when US Youtube sensation and acclaimed makeup artist James Charles opened the brand’s first UK standalone store location, inspiring national & global news media headlines and ushering-in a new era of ‘celebrity’

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From hype to heroes

Creating makeup kit must-haves including a 60-shade foundation range, industry-best mascara, professional brushes & high-pigment palettes, with ongoing support from Beauty Editor’s & Director’s from Vogue, STYLE (Sunday Times), Elle and an army of pro makeup artists who celebrate the brand’s high performance products

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The real glow up

Sharing brand values, care and cause with campaigns ranging from PRIDE to positivity, kindness and natural beauty, by way of TikTok’s Dixie & Charli D’Amelio; our strategy conveys “Beauty & Beyond”, ensuring purpose, product and people are united in a uniquely creative brand universe. Celebrating and illuminating imagination and expression in every form, Morphe’s work connects the worlds of art, design and digital creation, fashion, music, nostalgia and illustration to deliver world-leading collaborations and a sizzling hotpot of artistry and inspiration.

Next case study?
Morphe x Ariel “Kylie Jenner’s makeup artist has launched a range of makeup brushes and they are PHENOMENAL”
Elle Turner, Glamour UK

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