The post-Jeffree Star future of Morphe looks fresh-faced and drama-free. After parting ways with the controversial Star, Morphe announces a partnership with the D’Amelio sisters for a new Gen Z focused sub-brand called Morphe 2 set to launch July 30.
The D’Amelio sisters—Charli, 16, and Dixie, 18—are famous for their viral dance videos on TikTok and boast a combined follower count of 85 million. This collaboration is a strategic step as makeup fans move from YouTube to TikTok. The new Gen Z-focused range is also a departure from the heavy Instagram glam looks of previous collaborations.
“With Morphe, we’re working together to show that you are beautiful with or without makeup,” Charli told Allure, “I want people to wear as little or as much as they want and feel confident.”
Dixie reinforced the sentiment saying, “I’m the most confident when I’m around people who support me and this line is about bringing people together and doing exactly that.”
The Morphe 2 mission of empowering and uniting young people to inspire self-acceptance is a 360-degree shift from the drama-filled toxic beauty Jeffree Star peddles.
“Morphe 2 offers a unique, Gen Z-friendly product range that promises to be the go-to for beauty enthusiasts looking for a fresh faced glow, without the full face beat,” the brand said in a press release. “Morphe 2 invites all individuals to celebrate their varying relationships with skin care, makeup, and beauty.”
According to Morphe’s Instagram page, the “simple yet stunning” collection includes:
