FORMA Brands (f.k.a. MORPHE)

FORMA Brands is a global multi-brand beauty company focusing on affordable makeup and care products.

Founded as a professional makeup brush company in Los Angeles in 2008, Morphe has become a leading beauty company with an innovative, influencer-led marketing strategy. Morphe has progressively expanded its category mix beyond cosmetics to become a multi-brand platform recently rebranded as FORMA Brands.

Sofina invested in FORMA Brands in August 2019 alongside General Atlantic, one of its fund managers with significant expertise in the consumer goods and beauty sector.

United States | 2019