Morphe has announced the closure of all of its physical stores in the United States, according to Bloomberg.
The decision comes after rumors circulated on TikTok that the makeup brand was closing stores and leaving employees without notice or severance pay.
In a statement on January 5, Morphe confirmed the closures and expressed gratitude for the hard work and dedication of its store teams.
While U.S. customers can still shop the brand online and at select retailers, Morphe stores outside the U.S. will remain open. Prior to the closures, there were at least 42 Morphe stores in the U.S.
Morphe has reported that this decision will allow it to focus on its wholesale and e-commerce operations.
In a statement, a company spokesperson said that the decision was made after a thorough evaluation of all aspects of the business and that it will enable Morphe to better compete in the beauty industry and more effectively reach customers through their preferred shopping channels.
While the company will no longer have physical stores, it will continue to connect with consumers through its wholesale partnerships, strong online presence, and innovative brand marketing efforts.
However, Morphe is not the first retailer to announce significant closures and a transition toward online operations. In fact, Macy’s has recently revealed plans to close 20% of its physical locations in order to shift more focus toward its online fulfillment.
This trend of retailers closing physical stores and increasing their online presence may continue as consumers become more reliant on e-commerce and companies seek to streamline their operations and reduce costs. It remains to be seen whether this trend will continue, but it is certainly a possibility that we may see more retailers following in the footsteps of Morphe and Macy’s.