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Morphe to open first store in Wales at St David’s Cardiff

Morphe, St David's Shopping Centre Cardiff

Morphe will open its first store in Wales, at St. David’s Cardiff. The store is set to open in Summer 2021. The Morphe store at St. David’s, will feature many exciting aspects including curated picks of featured best-sellers, influencer product picks and collaborations. Customers will also be able to get expert advice from Morphe’s certified Beauty Artists.

Kahla Broussard, Vice President, Retail Sales and Operations at FORMA Brands, said: “Cardiff is a key UK city for Morphe due to its high student population and strong visitor numbers it attracts each year. We are looking forward to bringing our increasingly popular products and experiential store concept to Cardiff and meeting even more Morphe fans.”

Speaking on behalf of the St. David’s partnership, James Waugh, Centre Director St David’s Cardiff, said: “Personal Care and Beauty are continually successful retail categories; and to secure the first Welsh store for Morphe within our portfolio shows the potential for brands at St David’s. Alongside the likes of Jo Malone, L’Occitane, and John Lewis and Partner’s recently launched ‘Beauty Society’, Morphe will form an integral part of our dynamic offering at St. David’s.”

Morphe is known for their full spectrum of professional quality tools and makeup, including over 300 brushes and their highly coveted palettes, as well as best-selling influencer collaborations with creators such as Jaclyn Hill, James Charles and singer-songwriter Madison Beer. Morphe also carries highly sought-after brands, such as Lunar Beauty, Iconic London, SUVA Beauty, OFRA Cosmetics, NABLA Cosmetics, P.Louise, Beauty Bakerie, Marmalade and more. Morphe is currently distributed in 54 retail stores throughout the United States, Canada, Australia, United Kingdom and The Netherlands.