Originally known as Morphe Holdings, Forma Brands was established as an incubator and accelerator for beauty brands. The company's mission is to build a modern, socially-connected portfolio of brands by partnering with influential figures in the beauty and digital spaces. Its portfolio includes well-known names like Morphe, Morphe 2, Jaclyn Cosmetics, and Playa Beauty. In early 2023, the company filed for Chapter 11 bankruptcy and was subsequently acquired by a group of lenders, emerging from the restructuring process to continue its operations under new ownership.

Founded in

United States