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Published October 23, 2020
Published October 23, 2020
Lipstick Queen

Forma Brands makes its second acquisition, buying Lipstick Queen from Manzanita-owned Space Brands.

WHO: Founded by Poppy King in 2006, Lipstick Queen invites consumers to break beauty barriers and lead the way with lips. From colors that transform, to textures and formulas that are moisturizing and feel comfortable, there is a lipstick for everyone and for every occasion. The range of $25 lipsticks are sold at Space NK, Ulta, and Mecca in Australia.

Forma Brands (formerly known as Morphe Holdings) is an incubator, accelerator, and curator of next-generation beauty brands and products. Its growing multi-branded and multi-category portfolio includes Morphe, Morphe 2, Jaclyn Cosmetics, Such Good Everything, and Playa Beauty, with more to come. Each portfolio brand is thoughtfully selected, acquired, or created with creative and bold artists and founders. The company has a global presence with offices in San Francisco, Los Angeles, New York, London, and Shanghai.


  • Manzanita Capital sold Lipstick Queen to Forma Brands.
  • Details of the transaction were not available.
  • Poppy King sold Lipstick Queen to Manzanita Capital in 2011 and worked for the company for six years.
  • In August of this year, Forma Brands acquired the haircare brand Playa.
  • Industry sources said the plan going forward includes global expansion.

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