Morphe quietly opens new UK store

Leading US beauty retailer Morphe Cosmetics has opened its newest UK store at Liverpool One with much less fanfare than its Birmingham launch earlier this year.

The LA-based brand is very popular with millennials for embracing diversity, and its partnership with beauty YouTuber James Charles brought Birmingham city centre to a standstill when he opened its new store back in January. Eight thousand fans are estimated to have turned up to see him.

But that was before the American internet personality fell from grace following a row with fellow YouTube star Tati Westbrook. Accused of “manipulating people’s sexuality” by Westbrook, Charles lost nearly 3 million followers in the space of a few days. The scandal promoted fans of the 19-year-old star to destroy or deface an eyeshadow palette he had released in partnership with Morphe.

The beauty brand is still selling the James Charles palette, but there was less emphasis on their collaboration at the Liverpool opening. Spreading over 3,000 square feet, the new store is the brand’s second branch outside of London.

“When we first began our UK expansion plans, Liverpool was one of the top cities in which we wanted to establish a strong presence. Liverpool One’s impressive footfall, position at the heart of the city, and one of the best line-ups of international brands in the UK, made it the perfect choice for our new regional store,” said Mark Spillman, Morphe general manager EMEA.

Alison Clegg, director of asset management at Grosvenor Europe, added: “Morphe’s opening highlights Liverpool One’s strength as a destination to attract leading, world-class brands. Trading amongst international retailers Polo Ralph Lauren, Armani Exchange, COS and Arket, the brand will add another dimension to the appealing mix of beauty and fashion brands all selecting Liverpool One for prominent flagship stores.”

The new Morphe Cosmetics store opened in the North West on Liverpool One’s Paradise Street on Friday.