Although Adidas traded over the unit’s two floors, Morphe’s agents have applied to Newcastle Council for planning permission to convert the outlet into two separate entities. Whether the company intends to sub-let one unit, or open a retail unit with a dedicated beauty salon alongside hasn’t been divulged.
Morphe was founded by brother and sister entrepreneurs Chris and Linda Tawil in Burbank, US, in 2008, as a small store selling only high quality make-up brushes at affordable prices to retail outlets and make-up artists. However, getting any new cosmetic product established in la-la land, was always going to be an uphill struggle. The company added cosmetic colour pallets for eyes and lips to its range, and started looking at other ways to promote their products.
In 2013, YouTube was beginning to show its true potential for reaching the masses, with Instagram, (established in 2010) not far behind. The Tawil pair also noticed the growth opportunities of these, and other, social media platforms. By now, the top social media models and cosmetic gurus were already beginning to build up followings in their hundreds of thousands, and provided an opportunity not to be missed in the beauty world.
Morphe began offering to supply these make-up artistes with brushes and pallets, in exchange for product testing online and reviews. Within a short space of time, Morphe began forming collaborative partnerships with some of these models, and the Morphe Babes were born. Male, female and transgender social media stars began using and endorsing the company’s products worldwide. Online sales began to rocket, and in 2018 Morphe began to look at bricks and mortar properties to expand their growing empire.
Using data gathered from its online sales, the company now has retail outlets around the world, including the US, Arab Emirates, Canada, and the UK. With stores established in London, Birmingham, and Liverpool, the Newcastle store will be the UK’s fourth, with plans to open a fifth in Nottingham before the end of the year. Morphe’s beauty products are also available in a selection of well-known high street beauty and fashion stores around the UK.
News in the same category
News published on 02/06/2015
Asda announced two weeks ago the opening of their first 24/7 Click-and-Collect point in St Helen. It's not only Asda's first one, its simply the first in the whole country. And it's intelligent.
News published on 23/01/2019
If you’re Scots, enjoy a little sleuthing, and are a lover of doughnuts, put on your trench coat and head for Edinburgh. Rumours abound that Krispy Kreme, that famous glazed doughnut manufacturer and retailer, is about to open a second outlet in the city.
News published on 07/12/2017
Trago Mills are looking to extend their business outside Devon and Cornwall with the first of their newest outlets being currently under construction in Wales.
News published on 21/01/2019
For any Irish person living in London and missing their favourite foods, the Irish Centre recently opened it new Irish Shop 'An Siopa' - which means that you don't have to wait until your next trip to the Emerald Isle to get specific brands that you love.
