Morphe – the once must-have viral brand – has shut all of its stores across the UK.

Seven shops have closed in total meaning around 73 people have been made redundant.

A spokesperson from Forma Brands, Morphe’s parent company, told Retail Gazette: "Forma Brands has made significant progress over the last year positioning our business for growth by focusing on our flagship Morphe brand largely through our wholesale and ecommerce operations.

"During that time, our owned Morphe stores in Europe, which have consistently provided an extraordinary experience for our customers, faced disproportionately high store rent obligations.

"We have therefore made the difficult decision to close our seven UK and one Amsterdam retail locations.

"This move aligns with our strategy to prioritise and expand our successful wholesale and e-commerce operations, similar to our model in the US."

Morphe will now only be found in make-up counters in the likes of Boots, Superdrug, Selfridges, H Beauty and Flannels stores.

The spokesperson added: "We also facilitated an ownership transition of our UK wholesale and e-commerce businesses, which will operate as FORMA BRANDS UK LTD., effective immediately.

"We are immensely grateful to our incredible store teams for their dedication and passion over the years and are working to support them through this transition.

"Due to store closures, impacted store team members were made redundant immediately."

The spokesperson elaborated: "In recognition of their dedication, the parent company Forma Brands LLC has provided goodwill payments to all affected employees, equivalent to an enhanced redundancy package."

However, there has been outrage on the social media platform X, as people shared their experience of the shut-downs.

One queried: "What do you mean every Morphe store in the UK has just shut down with no prior notice[?]"

Another stated: "My friend who works at Morphe has just let me know she’s been made redundant because they’re closing all UK stores with no notice. What’s happened to that store man?"