Morphe, the well-known American cosmetic company has now announced the launch of its new sub-brand which has the aim of “babes who prefer a light, low-key look”. The all-new Morphe 2 is not merely a collection but an entirely new range, which is fronted by TikTok starts and also sisters: Charli and Dixie D’Amelio.

Also, while the brand Morphe is famous for their heavy, Instagram makeup looks because of their collaborations with Jaclyn Hill, James Charles as well as Jeffree Star, Morphe 2 is now launched with the purpose of serving a longer demographic who likes all things soft and natural.

Additionally, since the year 2019, makeup sales have been declining because of the over-saturation in the market. However, also due to the gen z’s preference for a much natural and no-makeup look that focuses primarily on skincare, rather than cosmetics.

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Morphe is also evidently trying their best to tap into the market with products like their Hydrating Skin Tint that is available in 20 different shades, sheer lip oils, face and eye glosses.

Not only that, with over 85 million followers, but sisters Charlie and Dixie are also named to be the brand ambassadors of Morphe 2. It may be surprising looking at the fact that these sisters are dances rather than beauty influencer, but both of them are a two that believes strongly in applying natural and minimal makeup in their videos.

Source: Morphe

What’s more is that, this announcement came shortly after Morphe announced that they are cutting ties with Jeffree Start.

Morphe 2 launches all over the globe from the 30th of July!