The brand has released collaborative collections with influencers Jeffree Star, James Charles and Jaclyn Hill
Cult US make-up brand Morphe Cosmetics has inked a retail deal with Boots.
Set to hit shelves next month, this is the first bricks-and-mortar retailer the brand has partnered with outside its own branded stores.
Today, it has just three shops across the UK in London, Liverpool and Birmingham, which was opened by beauty and fashion YouTuber James Charles earlier this year.
After launching in 2008, the brand quickly gained success through its influencer-led products and promotions.
Jaclyn Hill, James Charles and Jeffree Star are among the influencers who to have partnered with the brand.
Meanwhile, Boots has been making an effort to up its market presence since Salience’s Beauty Retailers Industry Report showed a 41% dip in its online visibility; while rival company Superdrug reported a 10% market share increase in 2018.
Boots has also signed retail deals with Fenty Beauty and The Ordinary this year and has revamped its beauty counters to ‘trend zones’ across its 24 largest stores.
Customers can now join the waiting list to shop Morphe products via boots.com.