Pure Beauty

Beauty brand Morphe continues UK store opening spree with first Welsh outlet

By Becky Bargh | Published: 26-Feb-2021

Morphe’s new shopping destination will target university students in the country’s capital city Cardiff

Cosmetics brand and beauty favourite Morphe has landed its first-ever bricks-and-mortar space in Wales, UK.

The mammoth space, spanning almost 7,000sqft, will open at St David’s shopping centre in the country’s capital city Cardiff later this year, stocking the brand’s 300-strong colour cosmetics line and make-up brushes.

Throughout its history, Morphe has teamed up with beauty royalty on its coveted make-up palettes.

This includes James Charles, Jaclyn Hill and singer-songwriter Madison Beer, as well as radio presenter Daisy Maskell and beauty influencer Mmmmitchell.

“Cardiff is a key UK city for Morphe, due to its high student population and strong visitor numbers it attracts each year,” said Kahla Broussard, VP Retail Sales and Operations at Forma Brands, Morphe’s owner.

“We are looking forward to bringing our increasingly popular products and experiential store concept to Cardiff and meeting even more Morphe fans.”

The colour cosmetics brand has been on a store opening spree, earmarking new beauty sites across the UK over the last couple of years.

“St David’s is often the first port of call for brands looking to establish a presence in Cardiff and Wales, due to its appealing blend of retail, F&B and leisure, and the diverse catchment it attracts,” said Russell Loveland, Senior Portfolio Director at investment firm Landsec, on behalf of St. David’s partnership.

“Morphe is yet another example of that pull, and we are delighted to be able to welcome such a dynamic and influential brand, within an industry that is seeing continued growth and interest from the St David’s customer.”

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