Morphe returns to physical retail with Selfridges pop-up
Morphe is opening a week-long pop-up at Selfridges in London from 10 to 16 August, a coffee-shop-themed activation that pairs refreshments with makeup services. It marks a step back towards experiential physical retail for a brand that closed its UK standalone stores two years ago and shifted to wholesale and online.
The activation, styled as The Morphe Coffee Shop, sits at the Duke Street entrance of the store. Visitors can expect:
Free Refreshments: Be one of the first 20 visitors each day to snap up a complimentary iced latte, mocha, or an Espresso Martini.
Tailored Beauty Consultations: Head to the dedicated eye or lip stations for a 1-on-1 session with a Morphe MUA. They’ll craft a bespoke look tailored to your day's plans and hand you a personalised look card so you can shop your favorites effortlessly.
Exclusive Gifts: Spend £35 and receive a free Mini Continuous Setting Mist to lock in your glow all summer long (while stocks last!).
Prizes & Perks: Pick up a Morphe Loyalty Card and a scratchcard at the door for your chance to win exclusive prizes.
Founded in 2008 and built into a viral name through influencer collaborations, the brand was at one point valued at around 2 billion US dollars. A slowdown in colour cosmetics demand and wider difficulties at its parent, Forma Brands, led to a Chapter 11 bankruptcy filing in early 2023, the closure of its US stores that year, and the closure of all seven of its UK standalone stores in 2024, with the business restructured around wholesale and e-commerce. Morphe has remained available in the UK through retailer counters, including at Selfridges, which makes the pop-up an extension of an existing stockist relationship.
The pop-up runs from 10 to 16 August at the Duke Street entrance of Selfridges, London. Opening hours are 10am to 10pm Monday to Friday, 10am to 9pm on Saturday and 10am to 6.30pm on Sunday.
