Beauty. Morphe, a symbol of the fragility of influence marketing

The make-up brand, valued at US$2.2 billion in 2019, is now closing its stores in the U.S.A., following a 30% drop in turnover between 2019 and 2021. It has become a symbol of the fragility of business models based on influence marketing. 

Through Bleuenn FequantSophie Baqué. Published on 16 January 2023 à 16h03 - Update on 16 January 2023 à 16h05

On 5th January 2022, Morphe announced the closure of all 19 US stores after videos from staff denounced dismissals without notice, that went viral on TikTok.…

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