Fans of Morphe, the Los Angeles-born indie makeup brand that's built a huge following over the last decade, are getting excited over some online beauty buzz. On Tuesday, a Reddit user took to always-alert MakeupAddiction board to share a post titled, "Just received an email that MORPHE is now at Sephora. Thoughts?" And yes, people definitely have thoughts about the brand coming to the world's most popular beauty boutique.
"Honestly, I don't think I ever expected to see Morphe carried in Sephora. This seems completely out of left field," the original poster wrote. "Has anyone seen any hints that this was happening?" Other Reddit users were quick to chime in with theories and opinions. "I think it’s going to be like Colourpop was last holiday! Here for a while and then nowhere to be found," one person replied. Another said, "Kind of hard to believe tho? I didn't get the email and there is nothing on their site about it."
That commenter isn't the only one who didn't get the email mentioned by the original poster — not a single Allure staffer got it — which may be explained by another interaction within the post. "This is only in Canada right?" one commenter asked, to which the original poster replied, "I live in Canada, so that could be it!"
I sent a message to my Canadian pal, Zoe, who confirmed that she received the email, which has the subject line "BREAKING NEWS: Morphe is here." Within the email is a linked graphic reading, "MORPHE IS HERE. This new and exclusive collection features high-quality, high-impact formulas," inviting shoppers to check out the Dare to Create Eyeshadow Palette, Oval Shadow Brush, Flat Liner Definer Brush, and Pro Firm Blending Fluff.
So what's the deal? Are we getting Morphe in the U.S.? I reached out to the brand to find out. "Morphe is, in fact, launching in Sephora Canada," a representative tells Allure. The brand is officially available on sephora.ca as of October 23, and will be lanching in 15 stores across Canada on Friday. However, "At this point, Morphe is exclusive Sephora in Canada."
But don't be too bummed out, Americans. Morphe has been available at Ulta since last October, with no signs of going anywhere.
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