Morphe Cosmetics just dropped its second beauty collection with this YouTube Star

The cult US brand is tapping into influencer marketing for its beauty products, having already released collections with James Charles and Jaclyn Hill

Cult beauty brand Morphe has dropped its latest collection with beauty Youtuber and MUA Jeffree Star.

The range, features a hero Jeffree Star Artistry Palette, with 30 ‘attention-grabbing’ shades, a Set & Refresh Mist, eight eye brushes and a trio of beauty sponges for highlighting and contouring.

This is the second time the brand has tapped the entrepreneur, after collaborating on a make-up brush set last year.

“I’m so excited to once again create magic with Morphe and bring this beyond-stunning palette of velvety, vivid shades to life and in your hands,” said Star.

The 33-year-old began his career in the music industry, but found a place in the beauty sector after starting his YouTube channel and establishing Jeffree Star Cosmetics in 2014.

Last year Star bagged a place on Forbes’ Highest-Paid YouTube Stars 2018, with reported earnings of US$18m.

The range is now available globally across Morphe stores and online.

While some beauty brands are choosing to shy away from influencer marketing, Morphe is leading the charge with its celebrity collaborations.

Previously, the brand has teamed up with Jaclyn Hill, James Charles and Youtuber KathleenLights for its collections.

The brand is also using influencers on its social media sites to boost brand awareness.

Influencers including Bretman Rock, Victor Ramos and Garrett Hahn all appear on the brand’s Instagram feed, using the hashtag #MorpheBabe.

It is also driving retail expansion after breaking into the UK in 2018 and opening two new stores in Birmingham and Liverpool.

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