Hey beauty lover! If you‘re plugged into the world of makeup, I‘m sure you‘ve heard the name Morphe floating around your social feeds. This digitally-native, influencer-favorite brand has exploded in popularity over the past few years, thanks to their highly-pigmented and super affordable products, collabs with the biggest names in beauty, and massive social media following.
As someone who‘s tried pretty much every makeup product under the sun (hey, it‘s all part of the job!), I‘m always on the lookout for the best formulas and the brands truly worth investing in. And let me tell you, Morphe has become a staple in my own routine and kit. But don‘t just take my word for it – keep reading for my in-depth take on Morphe‘s top products, brand philosophy, and customer feedback to help you decide if this much-hyped company deserves YOUR hard-earned coin and coveted shelf space.
Morphe 101: The Story Behind the Internet-Breaking Brand
Before we dive into the products themselves, let‘s rewind for a sec. Morphe came from humble beginnings, starting as a small, family-owned brush company in 2008. Brother-sister duo Chris and Linda Tawil began selling their professional-yet-affordable brushes at trade shows and mall kiosks, slowly building buzz among makeup artists and enthusiasts.
Fast forward to the mid-2010s influencer boom, and Morphe skyrocketed to viral fame (and internet-breaking sales) practically overnight thanks to collabs with mega-popular YouTubers like Jaclyn Hill, James Charles, and Jeffree Star (heard of ‘em?). By partnering with these trusted, talented content creators, Morphe got their products in front of millions and quickly developed a cult following and industry-wide reputation.
Now with over 10.8M Instagram followers, 250 products, and availability at major retailers like Ulta and Sephora, Morphe has established itself as a major player in the global cosmetics game. But how did a small brush brand manage to turn the traditional beauty industry on its head? The not-so-secret secret: being at the forefront of the digital revolution and shrewdly capitalizing on the power of influencer marketing.
As Glossy reports, a whopping 86% of beauty brands now work with influencers as part of their marketing strategy, and Morphe undoubtedly pioneered this movement by forming genuine relationships with YouTubers when the platform was still in its infancy. By authentically aligning with trusted figures in the space, Morphe managed to connect with Gen Z and Millennial audiences in an organic way – something legacy brands are still struggling to achieve.
Morphe‘s Hero Products: Palettes, Brushes, and Base
Okay, history lesson over – let‘s get to the good stuff. Although Morphe now offers everything from foundation to lip gloss, they‘re perhaps most famous for their eyeshadow palettes, brush sets, and complexion products. Here are some of the brand‘s top sellers and cult faves:
Morphe X Jaclyn Hill Palette
The OG viral Morphe palette, this collab with OG beauty guru Jaclyn Hill features 35 highly pigmented neutral and pop shades in ultra-blendable finishes. With a 4.9/5 star rating from over 10,000 reviews, this versatile palette is a must for both everyday looks and all-out glam.
As a long-time Jaclyn fan, I couldn‘t wait to get my hands on this and it did not disappoint. The mattes are creamy and buildable, the shimmers pack a punch, and the color story is perfect for creating endless looks. It‘s become one of my most-reached-for palettes, and I‘m not alone – the Jaclyn Hill Palette is frequently spotted in the kits of celeb makeup artists and YouTubers alike.
James Charles Palette
Another Internet-breaking collab, the James Charles Palette contains a rainbow-bright mix of 39 matte and metallic shades hand-picked by the beaut guru himself. With the same great Morphe formula and a 4.8/5 star rating from over 10,000 reviews, this is a go-to for creating the bold, artistic looks James is known for.
I was lucky enough to attend the launch event for this palette, and let me just say, the pigmentation and color selection is even more insane in person. If you‘re a creative type who loves to experiment with makeup, you need this in your collection. The shades are so rich and vibrant, and because they‘re from Morphe, you don‘t have to worry about them performing poorly or not lasting on the lids.
Morphe Brushes
Before they started slaying the palette game, Morphe first launched with professional-quality, budget-friendly brush sets. Today, the brand offers a massive range of natural and synthetic brushes for face, eyes, and lips, with top-rated options including:
- 690 Pro Flat Buffer Brush: A densely packed kabuki for seamless foundation blending. 4.8/5 stars, 447 reviews.
- M573 Mini Blender Brush: A domed brush for smoking out shadow and touching up concealer. 4.9/5 stars, 4,700 reviews.
- 12-Piece Sculpt & Define Set: Everything you need for a flawless base, highlighting, and contouring. 4.9/5 stars, 1,500 reviews.
All of the many, many Morphe brushes I‘ve tried have been extremely soft, easy to work with, and durable – no shedding or losing shape after cleaning. I‘m always shocked at how good the quality is for the price point. These definitely rival high-end brushes I‘ve spent 2-3 times more on!
Filter Effect Soft Radiance Foundation
One of Morphe‘s newer complexion heroes, this lightweight foundation blurs imperfections while still letting your real skin shine through. In 40 flexible shades with a natural satin finish, it‘s quickly become a fan-favorite with 4.4/5 stars from over 1,300 reviews.
I was excited to see Morphe branch out into base products, and this foundation really delivers. I have dry, reactive skin and appreciate that it doesn‘t cling to any rough patches or irritate my face at all. It wears well throughout the day (even without a primer) and looks beautiful in photos and on video. A great everyday option!
More to Love: Morphe Also Makes…
Lest you think Morphe is a one-trick pony, the brand has steadily expanded its range over the years to include pretty much every product you could ever need to beat your face. Other top-rated gems worth checking out:
- Continuous Setting Mist: A fine-mist setting spray with a natural finish. 4.7/5 stars, 2,500 reviews.
- Fluidity Full-Coverage Concealer: An intensive yet lightweight concealer with major staying power. 4.4/5 stars, 3,000 reviews.
- Mega Matte Lipstick: Crazy-pigmented matte lipstick with a soft texture. 4.6/5 stars, 1,000 reviews.
No matter your vibe, whether you‘re into the dewy and natural or bright and bold, Morphe more than likely makes a product to fit your vibe and budget. As a brand, they really embrace the creative, artistic side of makeup while still putting out reliable everyday staples, and I think that‘s why they appeal to both aspiring influencers/artists and the average makeup wearer.
A Brand That Gives Back
Morphe may be best known for their influencer collaborations and viral products, but the brand also has a charitable side. Morphe supports The Trevor Project, an organization that provides crisis intervention and suicide prevention services for LGBTQ+ youth.
In June 2020, Morphe announced they would be donating 100% of net proceeds from all Pride products (up to $50,000) to The Trevor Project. The brand also donated $436,000 to the organization the previous year and regularly uses its massive platform to promote mental health awareness and inclusivity.
As Morphe stated in a recent Instagram post, "We believe in a world where everyone is free to be who they are and love who they love. We stand with the LGBTQ+ community today and every day." In an industry that doesn‘t always put its money where its mouth is when it comes to social causes, it‘s refreshing to see Morphe taking real action to support marginalized groups.
Is Morphe Cruelty-Free? 100% Vegan?
Ethically-minded beauty lovers rejoice – all Morphe products are cruelty-free and not tested on our furry friends. While not every single product is vegan (some do contain beeswax or carmine), each product page on the Morphe site clearly states whether the formula is vegan or not. The brand‘s extensive vegan offering is clearly labeled with a green leaf icon, so you can shop consciously with just a quick glance.
Is Morphe Worth the Hype? My Honest Thoughts
Okay, I‘ve thrown a lot of (well-deserved) praise at this brand, but as with all things in life, Morphe isn‘t 100% perfect. No tea, no shade, but some of their palettes can be a little inconsistent in terms of shadow texture and performance from shade to shade. Additionally, with how frequently they launch new products and collections, things can go out of stock quickly and be hard to get your hands on (I‘m still recovering from the Great 35O Restock of 2017).
That being said, I firmly believe that Morphe is absolutely deserving of its cult-favorite status and that they put out some of the best products at this price point, period. The brand is constantly pushing itself to innovate, collaborate with fresh voices, and deliver high quality at a value. I mean, a Morphe eyeshadow palette will run you about $12-35, while a similar palette from the likes of Urban Decay or ABH can easily be double that. In my experience, Morphe shadows perform just as well (if not better) than high-end shadows I‘ve tried.
On top of that, Morphe just GET the digital generation and what we want from a brand – community, creativity, and products that perform. They‘re fun, they‘re accessible, and they don‘t take themselves too seriously. I can‘t tell you how many times I‘ve bonded with a fellow makeup lover over our shared love for Morphe!
At the end of the day, I wholeheartedly recommend Morphe to anyone looking for professional-grade makeup at prices that won‘t make you cry when you check your bank statement. The brand has absolutely earned its place at the cool kids‘ table and in the kits of artists and enthusiasts worldwide. If you‘re new to Morphe, start with one of their killer eyeshadow or brush sets and go from there – but be warned, you‘ll more than likely be hooked for life.
Until next time, may your cut crease be sharp, your highlight blinding, and your bank account safe from Morphe‘s latest launch. XOXO
