Meanwhile, in February, singer Ariana Grande bought the assets of her brand R.e.m. The current brands within the Forma Brands portfolio include Morphe, Morphe 2, Lipstick Queen, Jaclyn Cosmetics and Born Dreamer, the latter of which is a fragrance partnership with TikTok influencer Charli D’Amelio. Moskowitz replaced Eric Hohl, who joined in March 2022 and formerly served as Too Faced CEO. Cliff Moskowitz, an operating partner at &Vest, has joined Forma Brands as chief executive officer. ![]() At its height, Forma Brands had been evaluated at $2 billion in 2019 when it sold a majority stake to private equity firm General Atlantic. They include &Vest, a consumer brand investment and operational platform with a history in the beauty industry, alongside Jefferies Finance LLC funds, managed by Cerberus Capital Management, L.P., and FB Intermediate Holdings, LLC. “The core of our strategy is transforming to be a product-first beauty brand,” said Simon Cowell, president of Forma Brands.įorma Brand’s new owners purchased the company for $690 million. ![]() Under the new ownership and with an undisclosed capital infusion, Forma Brands is redirecting its business to focus on products versus influencers, as well as wholesale and DTC e-commerce after flagship brand Morphe shuttered all its stores in early January. It’s the first product launch since the company exited bankruptcy in April, just four months after filing Chapter 11. On June 4, Morphe will launch a Continuous Prep & Set Mist+ with Ulta Beauty.
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