Morphe
- Company typePrivate
- Founded2009
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Morphe firmographics
Firmographics- Name
- Morphe
- Legal name
- Morphe
- Website
- https://morphe.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Morphe industry classification
Industry- Product category
- Cosmetics and Beauty Tools
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)
Keywords
Where Morphe is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Morphe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Cosmetics and Brushes Retail: One-time product sales across makeup categories including brushes and tools, face products (foundation, concealer, setting spray/powder, blush, bronzer, highlighter), eye products (eyeshadow, eyeliner, mascara, brow), and lip products. Revenue generated through direct-to-consumer e-commerce and retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual cosmetics and brushes at accessible price points |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels9 records
Morphe product offering
Product offeringCore offering
Morphe designs, manufactures, and sells professional-grade cosmetics and makeup tools direct-to-consumer. Its portfolio spans face products (foundations, concealers, setting sprays/powders, blushes, bronzers, highlighters), eye products (eyeshadow palettes, trios, cream shadows, mascaras, eyeliners, brow products), lip products (lipsticks, glosses, liners), and a signature lineup of makeup brushes and tools. The company sells one-time at unit prices ranging from $6 to $165, primarily through its own e-commerce site morphe.com and physical retail stores.
Product overview
Morphe is a professional-quality makeup brand offering a comprehensive portfolio of beauty products organized across several core categories: makeup brushes and tools (including face brushes, eye brushes, and brush sets with silver ion-infused technology), eye products (eyeshadow palettes, trios, cream shadows, mascaras, eyeliners, and brow products), face products (foundations, concealers, setting sprays, setting powders, highlighters, blushes, bronzers, and contouring sticks), and lip products (lipsticks and lip glosses). The brand emphasizes professional-grade formulations with features like the ChromaPlus eyeshadow blend technology, silver ion-infused bristles for antibacterial brush protection, and long-wear technologies like the Lifeproof 16-hour setting system. Products are available across multiple price points from individual brushes ($6-$24) to comprehensive brush sets ($28-$95) and multi-product bundles.
Differentiator
Problem solved
Functional benefit
Products and services
- Ready, Set, Pro 16-Piece Face & Eye Brush Set
Quantifiable outcome
- Silver ion bristles reduce harmful bacteria by 99.9% - tested and validated by independent globally accredited U.S.-based clinical laboratory
- +2 more outcomes
Companies that use Morphe
Customer profileSegments2 records
Ideal customer profiles2 records
Morphe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Morphe partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- &CodesupportingAI-powered social listening tools provider supporting Morphe's influencer marketing program. Two in-house managers handle up to 500 influencer relationships each using &Code's technology.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Morphe competitors and assessment
Company assessmentBroad incumbents
- Maybelline: Mass-market color cosmetics incumbent under L'Oréal with the broadest assortment (face, eye, lip) at drugstore price points — establishes the volume benchmark Morphe competes against across retail.
Direct peers
- BH Cosmetics: Affordable palette and brush-set specialist with comparable value proposition, channel mix, and target consumer (everyday users plus enthusiast/artist crossover).
- Anastasia Beverly Hills: Palette-led prestige color cosmetics brand with iconic brow products and eyeshadow assortments, comparable in category mix and artist-driven brand DNA.
- e.l.f. Beauty: Mass-market color cosmetics brand selling affordable makeup and tools through strong DTC, wholesale, and a value-driven pricing model — the closest public-comp analog to Morphe on positioning, channel mix, and price point.
- NYX Cosmetics: L'Oréal-owned professional-grade makeup brand at accessible prices, with a strong palette, brush, and lip portfolio and an artist/influencer-led marketing playbook directly comparable to Morphe.
- Fenty Beauty: Broad-shade-range color cosmetics brand with inclusive complexion positioning and influencer/celebrity-driven demand generation, comparable on portfolio breadth and DTC-plus-retail model.
- Rare Beauty: Founder-led, accessible color cosmetics brand built on social/influencer virality and inclusive shade ranges, comparable in channel mix and price tier to Morphe's current positioning.
- Urban Decay: Edgy, artist-anchored color cosmetics brand with a heritage in high-pigment eyeshadow palettes and setting sprays, overlapping heavily with Morphe's hero categories.
- Revolution Beauty: UK-based mass-market color cosmetics brand with deep palette and brush-set assortment, value pricing, and heavy social/influencer marketing — a close international analog.
- ColourPop: DTC-first, value-priced color cosmetics brand famous for affordable eyeshadow palettes and lip products, with a comparable online-only-plus-selective-retail distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Morphe social profiles
Digital presenceMorphe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morphe leadership team
Management profileNumber of profiles
Profiles4 records
Morphe funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morphe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morphe
What does Morphe do?
Morphe designs, manufactures, and sells professional-grade cosmetics and makeup tools direct-to-consumer. Its portfolio spans face products (foundations, concealers, setting sprays/powders, blushes, bronzers, highlighters), eye products (eyeshadow palettes, trios, cream shadows, mascaras, eyeliners, brow products), lip products (lipsticks, glosses, liners), and a signature lineup of makeup brushes and tools. The company sells one-time at unit prices ranging from $6 to $165, primarily through its own e-commerce site morphe.com and physical retail stores.
Is Morphe a public or private company?
Morphe is a private company. It is classified as private equity controlled and is currently operating.
When was Morphe founded?
Morphe was founded in 2009. It employs 51 to 100 people.
Where is Morphe based?
Morphe is headquartered in San Francisco, United States, in the North America region.
How does Morphe make money?
One revenue line is on record: cosmetics and Brushes Retail.
Who are Morphe's main competitors?
Maybelline is listed as a broad incumbent. Direct peers are BH Cosmetics, Anastasia Beverly Hills, e.l.f. Beauty, NYX Cosmetics, Fenty Beauty, Rare Beauty, Urban Decay, Revolution Beauty and ColourPop.
Does Morphe have an API?
No public API is recorded for Morphe.
What industry is Morphe in?
Morphe's product category is Cosmetics and Beauty Tools. Its primary akta.pro industry code is CRABACAF, Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 45612 and its SIC code is 2844.