Morphe is a beauty brand that launched in Los Angeles in 2008 and according to velvetagency.iscom-digital.com, the company used social media influencers and vloggers to gain popularity.

Morphe calls their collaborators Morphe Babes and they include James Charles, Jaclyn Hill, Jeffree Star, Brookelle McKenzie and several other popular YouTube stars.

In 2017, bustle.com reported that Morphe had sold one million of their Morphe x Jaclyn Hill palettes.

Morphe products are sold online and in Ulta stores.  The company also operates a growing number of exclusive locations in the U.S. and they are planning to open a location in Cherry Hill Mall later this year.

The Cherry Hill Mall store will be located on the 1st floor of the Nordstrom wing of the mall, next to Forever 21.  According to signs in the mall, the store is scheduled to open in Fall 2019.

Credit: Dave McKay

According to the Morphe website, a store will also be opening soon in King of Prussia, PA.