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Published August 24, 2020
Published August 24, 2020

Forma Brands is Morphe’s newly named parent company, which will be a global growth-focused beauty platform led by an experienced and entrepreneurial team of industry veterans.

WHO: Forma Brands (formerly known as Morphe Holdings) will be an incubator, accelerator, and curator of next-generation beauty brands. The multi-category platform will focus on serving Millennial and Gen Z audiences and addressing opportunities in the marketplace within the broader beauty landscape, including color cosmetics, skincare, body care, haircare, and health & wellness. The company will continue to build its portfolio through a three-pronged strategy:

  • Incubator: Create original brands from the ground up that seamlessly fit into the growing Forma portfolio and address unmet needs, desires, and opportunities in addressable markets with existing and new audiences. These incubator brands will be created both in-house as well as in partnership with other entrepreneurs across music, entertainment, and beauty to create brands reflecting their creative expression.
  • Accelerator: Invest in and partner with like-minded brands with the goal of accelerating and realizing each founder’s vision by enabling them to leverage the strength, experience, and reach of the Forma platform. This includes providing world-class global product and brand development, supply chain, and e-commerce capabilities—paired with access to a broad global distribution footprint with over 4,000 points of sales with leading specialty retailers and a prolific global influencer network.
  • Curator: Select third-party brands and products that will appeal to Gen Z and Millennial consumers at Forma’s 50+ global Morphe stores and global eCommerce sites. Morphe has proven this omnichannel approach by partnering with third-party, next-generation brands such as Beauty Bakerie, Iconic London, and P.Louise to provide them with the opportunity to be discovered throughout Morphe’s global retail and e-commerce network. Morphe’s brand website has had over 90 million unique visitors and over 200 million visits over the last year.

WHY: Forma Brands realizes the growth strategy first announced through its partnership established with General Atlantic, a leading global growth equity firm.

IN THEIR OWN WORDS: “The launch of Forma Brands realizes our vision for transforming our business into a multi-branded, multi-category portfolio of next-generation beauty brands,” said Myles McCormick, Chief Executive Officer of Forma Brands. “Forma builds on the success of the Morphe brand and demonstrates our approach and capabilities to accelerate the development and growth of founder and influencer-led beauty brands. I am extremely proud of what our entire global team has accomplished, as well as our ongoing partnership with Morphe’s founders, and I am energized to leverage the platform we have developed into new brands, new categories, new consumers and new geographies to celebrate all forms of beauty.”

“We are thrilled by the progress of the past year despite the current environment, a result of the work Myles and his team have accomplished in building a leading global beauty platform and portfolio with Forma,” said Andrew Ferrer, Managing Director at General Atlantic and Board member of Forma Brands. “At General Atlantic, we partner with high-growth, innovative global brands and are impressed by the pace at which Forma has scaled across channels, geographies, and categories. We look forward to the opportunity ahead to address the unmet needs of Gen Z and Millennial consumers.”


  • General Atlantic took a 60% stake in Morphe Cosmetics at a $2.2 billion valuation in August 2019.
  • Over the past year, Forma Brands, led by CEO Myles McCormick, has bolstered its leadership team and board to include seasoned beauty, retail, and consumer strategists and creatives to develop this global platform. Additions to the leadership team include Simon Cowell, former CEO of Bare Escentuals, who serves as President, and Erika Savage, former SVP of Interscope Records, who leads Partnership Development for Forma Brands. The company also appointed Cathy Beaudoin to its Board of Directors, former President of Amazon Fashion and founder of Piperlime, the online retail company, which was part of the Gap, Inc. portfolio.
  • Forma Brands has developed a portfolio of brands including Morphe, Morphe 2, Jaclyn Cosmetics, Such Good Everything, and Playa Beauty.
  • As part of the accelerator strategy, the company acquired haircare brand Playa Beauty.
  • In fall 2020 Forma will launch wellness brand Such Good Everything as part of the company’s incubator strategy.
  • The company plans to introduce additional brands by the end of the year, including its first skincare and body care lines, to diversify the growing portfolio.
  • The company has a global presence with offices in San Francisco, Los Angeles, New York, London, and Shanghai.

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