California-based Morphe Cosmetics is adding new stores to its Canadian collection of premium retail outlets after the exceptional success of its first Canadian store at Square One Shopping Centre in Mississauga, Ontario.
A new Morphe Cosmetics location will open at the West Edmonton Mall by this spring, with more plans for further expansion across the nation in the works.
Growing makeup brand Morphe Cosmetics opened its new Tysons Corner Center store about an hour ago today (Friday). Based in California, Morphe is known for its eye make-up and brushes.
The newly opened store is on the second level next to Lush — another cosmetics store — and sells mostly Morphe products, along with brands like Eye Kandy, Iconic London and Jeffree Star.
Some items this reporter spotted included $15 Morphe eye shadow palettes, $8 Morphe lip glosses and $7.50 Eye Kandy glitter.
Morphe’s opening at the mall adds to its half of a dozen stores in the D.C.-area and is part of the brand’s large-scale expansion.
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Morphe boasts a full lineup of makeup that spans over 300 brushes, highly coveted artistry palettes, and 60 shades of Fluidity Foundation.
As digitally native cosmetics brand Morphe expands its brick-and-mortar presence, it’s leveraging in-store video content studios to drive foot traffic.
“We want to prioritize having a studio in every market — a space for [customers] to engage with artistry, equipment and community,” said Emine ErSelcuk, Morphe vp of global retail. “Wherever we can, we have tried to prioritize the [creation of] studios
Los Angeles-based beauty brand Morphe has opened its third New Jersey store, this one inside the Cherry Hill Mall at 2000 Route 38 in Cherry Hill.
Morphe offers makeup for eyes, faces, lips and cheeks, along with brush sets.
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