In 2008, Chris & Linda Tawil founded a makeup brush brand called Morphe. For years they mostly sold their brushes at trade shows, but when they opened their first store in 2013 and expanded into makeup, people started lining up around the block to get inside. Today is kind of the same—sometimes you have to line up in a (much longer) virtual lineup to get your hands on some of Morphe's most popular products.
It's hard to imagine the beauty world without their eyeshadow palettes (the endless drama!), especially now that they've nabbed some of the biggest MUA and beauty gurus in beauty for collaborations. James Charles' cult palette with the brand allegedly sold out in less than 10 minutes and is one of the highest rated and most reviewed palettes on Supergreat.
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