THE WHAT? Forma Brands has announced its formation and launch as an incubator, accelerator, and curator of next-generation beauty brands.
THE DETAILS Formerly known as Morphe Holdings, the new company is designed to realize the growth strategy announced through its partnership with General Atlantic in August 2019.
The company’s portfolio of multi-category brands serves the millennial and Gen Z audiences and spans the color cosmetics, skin care, body care, hair care and health & wellness categories to boot. Brands include Morphe, Jaclyn Cosmetics, Such Good Everything and Playa Beauty, among others and more to come via the incubator, which aims to create original brands from the ground up.
THE WHY? “The launch of FORMA Brands realizes our vision for transforming our business into a multi-branded, multi-category portfolio of next-generation beauty brands,” said Myles McCormick, Chief Executive Officer of FORMA Brands. “FORMA builds on the success of the Morphe brand and demonstrates our approach and capabilities to accelerate the development and growth of founder and influencer-led beauty brands. I am extremely proud of what our entire global team has accomplished, as well as our ongoing partnership with Morphe’s founders, and I am energized to leverage the platform we have developed into new brands, new categories, new consumers and new geographies to celebrate all forms of beauty.”