Yes, you read that right: the cult US makeup brand Morphe will be hitting shelves at Boots next month. The retailer has been steadily upping its beauty game over recent months, following successful releases of Fenty Beauty and The Ordinary earlier in the year, but this may just be their most hyped launch yet.
Instagram and YouTube beauty lovers will already be familiar with the brand, which has garnered a devoted fan base on social media – Morphe’s Instagram account has 9.8 million followers, while its #Morphebabe hashtag has over 1.3 million posts to date. Founded in 2008, the brand first found success through influencer-led promotions and a series of insanely popular collaborations with the likes of Jaclyn Hill, James Charles and, most recently, Jeffree Star. Across the pond, new launches have been known to crash websites as they sell out within a matter of minutes.
The brand has been notoriously hard to get hold of in the UK, thanks to the fact that it’s not really available in bricks-and-mortar stores – but that’s all about to change. Boots will be launching next month with the coveted Jeffree Star x Morphe Artistry Palette (£35 for an incredible array of 30 shades), available exclusively online until 11th October. The rest of the collection will include foundation, available in an impressive 60 shades, brushes, makeup sponges and lip kits.
Announcing the news, Joanna Rogers, Commercial Director and VP of Beauty and Gifting at Boots, said: “We are thrilled to be launching Morphe at Boots, a daring brand with a bold approach to beauty which celebrates individuality and self-expression. From high quality tools, to dreamy eyeshadow palettes and influencer collaborations, I’m sure our customers cannot wait to get their hands on these products.”
Morphe will be available online from 12 September, but you can join the waiting list on Boots.com from today. So what are you waiting for?
