Beauty Brand Morphe Continues Uk Store Opening Spree with First Welsh Outlet

Morphe's new shopping destination will target college students in Cardiff, the country's capital


The cosmetics brand and Morphe, the most popular with beauties, has its first physical store in Wales, UK.

This huge space covering nearly 7,000 square feet will open in the St. David’s Shopping Centre in Cardiff, the country’s capital, later this year. It stocks more than 300 color cosmetics collections and makeup brushes from the brand.

Throughout history, Morphe has collaborated with coveted makeup combinations and beauty royals.

These include James Charles, Jaclyn Hill and singer-songwriter Madison Beer, as well as radio host Daisy Maskell and beauty influence The Mmmmitchell (Mmmmitchell).

"Cardiff is an important British city for Morphe because of its large number of students and a large number of tourists each year," said Kahla Broussard, vice president of retail sales and operations for Forphe Brands, owner of Forphe.

"We look forward to bringing increasingly popular products and experiential store concepts to Cardiff and attract more Morphe fans."

Makeup brands have been opening up in stores, and in the past few years have opened new beauty shops across the UK.

"St. David's Department Stores are often the first stop for brands seeking to establish business in Cardiff and Wales, because they attract retail, dining and leisure entertainment, as well as attract diversified customers," São Paulo Department Store Senior Investment Director Russell Loveland said. Investment company Landsec, representing St. David’s Partnership.

"Morphe is another example of this attractiveness, and we are delighted to be able to welcome such a dynamic and influential brand in an industry where the industry is growing and is of interest to St. David's customers."