11,000 people have signed up to the Morphe waitlist ahead of its Boots launch

We'll take three of everything, please

Words by Alicia Lansom

First they gave us Fenty Beauty, then they gave us The Ordinary and now, high street giant Boots has sent beauty fans into a frenzy with news that it'll launch blogger favourite Morphe Cosmetics online later this year.

Famous for its 35-shade eyeshadow palettes and industry-quality make-up brushes, the US brand has garnered a loyal legion of fans since it burst onto the beauty scene in 2008. It's now set to reach an even wider audience, launching on the high street retailer nationwide on the 12th of September, with an in-store date TBC.

In recent years the brand has become a cult buy for those looking for wide-ranging, affordable make-up, with a 60-shade foundation range retailing at just £16. But it's also become a major hit for make-up fans wanting loud and playful products, with every colour of lipstick, highlighter and eyeliner imaginable on offer, as well as some of the best make-up brushes money can buy.

It's perhaps this combination that has made Morphe a firm favourite in the online beauty community, with the brand's official Instagram page at nearly 10 million followers. However, the brand’s social influence is perhaps most notable by its sell-out collaborations with some of the internets hottest beauty gurus.

Describing itself as 'a beauty brand created for the creators', Morphe has released several sell-out palettes with high-profile Youtube stars such as James Charles and Jaclyn Hill, and their most anticipated collaboration of 2019 is included as part of the impending Boots launch.

That's right, fans will have *exclusive* access to the brand new Morphe x Jeffree Star collection until the 11th of October, including the famous 30-shade Artistry Palette. The coveted collection also includes a hot pink eyeshadow brush set, a selection of beauty sponges and a strawberry-scented face mist, perfect for refreshing make-up on the go. 

Eager beauty fans can make sure they are first in line for the drop by signing up to the waitlist over on Boots.com now.

‘We are thrilled to be launching Morphe. A daring brand with a bold approach to beauty which celebrates individuality and self-expression,' Boots' UK Commercial Director and VP of Beauty and Gifting, Joanna Rogers said of the launch. 'From high-quality tools, to dreamy eye shadow palettes and influencer collaborations I’m sure our customers cannot wait to get their hands on these products.’

We couldn't agree more.