Morphe Works with Meredith Duxbury on Latest Influencer Collab

Morphe pivots to TikTok influencers in latest collab.

McKenna Morgan, Content Editor

July 25, 2023

2 Min Read
Meredith Duxbury.
Meredith Duxbury.Arnold Jerocki/Getty Images

Morphe, a makeup brand, has revealed its latest makeup collaboration with TikTok influencer, Meredith Duxbury. Duxbury has more than 18 million followers on Instagram. 

This limited-edition collection features six products: an eyeshadow palette, a foaming face primer, a brow sculpting wax, a brush duo, a lip liner and an all-over gloss for face, eyes and lips. 

“I am incredibly proud of my new @morphebrushes x Meredith collection,” says Duxbury on Instagram. “I’ve been working on this for over a year and put so much effort into designing and creating each and every product for all of you to love.” 

Duxbury’s collab is Morphe’s latest offering, and one of the first since its bankruptcy announcement at the beginning of the year.  

License Global previously reported that Morphe filed for Chapter 11 bankruptcy through its parent company, Forma Brands. Influencers were a huge business booster for the Morphe brand as it took off, but as scandals happened for these internet personalities, business eventually waned. As the brand grew, it tapped into the YouTube influencer market, forming partnerships with Manny MUA, Jeffree Star, Jaclyn Hill, Shane Dawson and Bretman Rock, among others, to create personalized discount codes that would bring in business for Morphe while giving commission to the influencers plugging its products. 

Related:Big Bucks to Bankruptcy: Is the Influencer Bubble Bursting?

As sales grew for Morphe, eventually, the partnerships turned into new products. At first, it was collaborative palettes, including a curation of favorite shades from Kathleen Lights and others, followed by custom collections made by other influencers. In 2017, Morphe’s first collaborative collection with Jaclyn Hill launched, including the fan-favorite Jaclyn Hill palette. The palette was one of Morphe’s most successful, with Hill herself reporting on Twitter that the brand had sold more than one million units in just six months. Another huge seller for the brand was the James Charles palette, which Charles reported sold out in the U.K. in five minutes. 

Morphe’s brand strategy, revealed in April, noted a pivot away from influencer marketing. However, the brand did note that when using influencer marketing, it would lean toward TikTok to appeal to the Gen Z audience. 

The collection is available on the Morphe website now. 

About the Author(s)

McKenna Morgan

Content Editor, License Global

McKenna Morgan is Content Editor for License Global. Based in the Santa Monica office, McKenna specializes in coverage involving non-profits, beauty and cosmetics, health and wellness, new and social media and entertainment licensing.

When McKenna isn’t covering the latest licensing news, she spends her time attending live music shows and finding her next travel destination.

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