TikTok Users Up in Arms After Mass Closures of Morphe Stores

Employees have been given little to no notice at times that their store is closing.
By Andy Lalwani
Photo by Gabe Ginsberg/Getty Images for Morphe

People on TikTok really are wondering if Morphe stores across the US are closing for good. Morphe, which was known for affordable cosmetics and its mass amount of influencer collaborations, is going through a massive restructure. 

In many videos posted to TikTok throughout December of 2022, users who claimed to be employees of the makeup brand say they have been confused by a mass amount of sales decline and disappearing inventory at their store locations. In one situation, a store manager stated that they were laid off just a few days before their location closed. 

@notannareportsnews

Morphe is closing their stores? #morphe #closing #close #stores #makeup #mua #closed #firing #fire #drama #tea #expose #exposing #exposed #spillthetea #influencer

♬ original sound – Anna

In other viral TikToks we saw a glimpse of what some of the stores look like at this very moment too! Many of the stores are missing product, and people at malls are complaining how it looks like many of the stores have already shut down their physical locations. 

@jennaguilarcruz

Please be kind to your associates. Were all going through a very stressful time right now <3 #morphestores #morphe #morphestoreclosing #morphesale

♬ original sound – 𝒥𝑒𝓃𝓃𝓎 𝒜

FORMA brands, the company that owns the makeup retailer, confirmed that US locations are closing but they did not share how many stores. In fact, the statement issued to Insider cited “the broader beauty landscape throughout the last year” as the reason for the closures.” The statement went on to say “Decisions that impact our people are incredibly difficult and we extend our deepest gratitude to the dedicated Morphe store team members at the closing stores for delivering outstanding beauty experiences to countless consumers over the years.”

LAS VEGAS, NV – JUNE 16: Makeup is displayed during a Morphe store opening at the Miracle Mile Shops at Planet Hollywood Resort & Casino on June 16, 2018 in Las Vegas, Nevada. (Photo by Gabe Ginsberg/Getty Images for Morphe)

While yes, Morphe did not explain what this industry change was, The New York Times reported in 2022 that the retailer had fallen due to controversies with talent like James Charles and Jeffree Star who helped carry the brand to new heights in the past. 

GARDEN CITY, NY – DECEMBER 01: James Charles attends his Morphe Meet & Greet at Roosevelt Field Mall on December 1, 2018 in Garden City, New York. (Photo by Eugene Gologursky/Getty Images)

There are countless videos popping up on TikTok with the hashtag #justiceformorepheretailemployees that has over six million views alone on the app. One user even claimed that she showed up to work with the store looking completely empty. 

@extrapicklesss

We Deserve Answers #justiceformorpheretailemployees #justiceformorpheemployees #morphe #morphe2

♬ Reflections on 52nd – Psyched on Sound

Many videos have showed what it is like going to stores where products are being sold for just a few dollars. Some have explained that they are only getting a few weeks or severance after working there for more than a year. And others have trolled the situation like this user who danced to high school musical even though she and her team were being let go. 

Morphe’s website stated that there were quite a few stores still across the country, yet some locations have been removed upon closing. Upon investigation, many of these stores remaining appear to be within a Target or Ulta Store. Some believe that this may move in the end may be to save money on location spend. 

All in all, Morphe is rumored to be exploring a Chapter 11 bankruptcy filing and is estimated to have $600 million to $700 million debt.